Gavin and Stacey star kicks off social campaign for Wales

Visit Wales has called upon 'Gavin and Stacey' star Joanna Page to promote the country as a holiday destination, as part of a major integrated campaign, kicking off with a social media push.

The tourist board will launch six 10-second TV ads nationally from 25 August. The ads will follow a social media campaign that launched earlier this week called 'We Want Piers Bramhall'.

The online ad on Facebook and YouTube, created by W+K London and Kitcatt Nohr Digitas, features Page alongside a Welsh choir knocking on the door of unsuspecting Londoner Piers Bramhall. They encourage Bramhall to ditch his normal "package holiday" for a getaway in Wales.

Bramhall's girlfriend Emma was cast from more than 300 "real-life" women, by W+K. The couple will be visiting Wales from 5 to 11 September, where their experiences will be shared on Facebook.

Online films will also feature real businesses in Wales, from hotels to restaurants to outdoor activity specialists, all encouraging Bramhall to come to visit them on his holiday.

People are also being encouraged to upload their own invitations, citing reasons why Bramhall should come to Wales and take advantage of all it has to offer.

The campaign will climax in January 2012, with a 40-second TV ad that will encapsulate Bramhall’s Welsh holiday experience.

Ray Shaughnessy, W+K creative director, said: "We are very excited to be doing something so different for Visit Wales. It gives us a chance to challenge people's entrenched perception of Wales by working with them to create such an integrated campaign. The invite day is just the start of it."

The campaign will also include direct mail, inserts, rich media and standard banners. Media was planned by Arena Media and bought by M4C.

The creative directors behind the campaign are Dan Norris and Ray Shaughnessy.