Subterranean playground caving adventure company Bounce Below had an ambitious plan to boost the tourism economy of Northern Welsh town Blaenau Ffestiniog.
Weber Shandwick targeted a number of arts and culture writers and creative and design blogs to seed the pictures of the playground out before it targeted mainstream media. Celebrity blogger Perez Hilton used the photographs with the line: "You win, Wales. You win. The title of ‘Most Fun Place in the World’ is all yours."
With a budget of £2,500 and an amateur photographer, it aimed to showcase to the world the three-story underground trampoline cavern, twice the size of St Paul’s Cathedral, that was created earlier this year.
The campaign secured £72,225 worth of pre-booked tickets within a week, with 4,500 daily hits on the site during the campaign period and widespread coverage in the international media.