The marketing managers at the tourist board have adopted the somewhat novel approach of asking the media agencies to call up creative shops themselves in order to engineer a creative love-match.
The Welsh Tourist Board handed the agencies a list of approved shops and, without a wingman in sight, the tentative media heads had to pick up their BlackBerries and mobiles and make the first move.
Diary is interested to know how this cold-calling technique will work, and what the media agencies will say. The "Hi, I was given your number by a Welshman, want to pair up?" line might not be the most ideal approach to adopt.