Lead agency: Weber
Client: Destination Conwy
Who came up with the idea?: Seb Thompson, Weber Shandwick
Who signed it off client-side?: Gwen Roberts, Destination Conwy
Who delivered it?: Weber Shandwick
Baravelli’s of Conwy for the ice cream
Martin Lyons for stand-out photography
Weber Shandwick was asked to create news and noise at a key time (summer 2012) for Llandudno.
The idea had to bring the seaside town to life and create standout media coverage at a time when the weather was unpredictable.
To showcase Llandudno as a place to visit whatever the weather, the team created a “Warm Ice Cream” for the public to enjoy whilst visiting the town.
The idea was conceived as a photo news story to tap into August “silly season” and so was launched on the beach to media.
Twenty two pieces of coverage were generated targeting the key audiences of day trippers, local residents, travel and news media.
The ice cream flavour was so popular it was listed over the summer in several ice creameries
If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). The deadline was 8 February 2013, but there's still a bit of time if you want to get something in pronto.