ABOUT

B R I E F
To create innovative means of reaching new, younger audiences and raising awareness of the destination’s key strengths, including watersports, Blue Flag beaches and quality accommodation.
SOLUTION
We pitched Bridgend to a producer of award- winning reality television series The Only Way is Essex as the location for an episode outside of Essex. The production crew
were invited on a recce and consequently filmed the show at key locations, with administrative support from AMA.
RESULTS
The Bridgend-based episode aired twice on ITV2 to a total of £1.5 million AVE. Publications including Daily Mail, Chat and Wales Online covered the event, generating an additional £134,000 AVE.
AMA encouraged the starts to share their trip to their large social media following. The combined following of the eight
cast members who tweeted from Wales is 5.4 million. #TowieinWales trended
on Twitter for two consecutive days.