The review was handled by the AAR. Visit Wales, the Welsh Assembly Government's tourism body, initially called a review in October 2007 for its separate advertising, direct marketing and digital marketing accounts. It halted the pitches in February 2008 pending confirmation of its level of European Union funding. The pitch was then restarted in February this year.
Wieden & Kennedy has retained the £7.5 million Visit Wales business after a final pitch against Grey London.