Award-winning communications agency the Orchard Media and Events Group created the Visit Wales Feel the Hwyl. Only in Wales film advert that debuted on tv screens around the UK on Boxing Day.
The Feel the Hwyl campaign is a flagship tv, cinema and digital campaign for Visit Wales, celebrating the idea of hwyl—pure, exhilarating joy that can only truly be felt in Wales to encourage visitors here throughout 2025. The campaign features people across the length and breadth of Wales experiencing their own personal hwyl in their own way – whether that’s in a hot air balloon soaring over Raglan Castle; wild water swimming in Eryri (Snowdonia); dancing at a festival in the Vale of Glamorgan; or watching Wrexham AFC at the STōK Cae Ras, to name a few.
Orchard has worked with key partners Livingston Lloyd, iCrossing and Working Word to create the multi-platform campaign that invites people in the UK and abroad to experience a feeling they can’t get anywhere else this year, as described by a little Welsh word with a big meaning. Orchard enlisted Maxine Hughes, known for explaining the Welsh language to Ryan Reynolds and Rob McElhenney in the global hit TV show Welcome to Wrexham, to extend the invite to visitors worldwide to ‘feel the hwyl’ on today’s uniquely Welsh date, Hen Galan, the uniquely Welsh New Year.
“We’ve been working with Visit Wales for a number of years, creating rich film content to sell the delights of Wales in all its glory. For this year’s Hwyl campaign we’ve worked with real people throughout the country, bringing to life the joy of a visit to Wales, however you chose to experience it, a feeling that we all understand as unique to Wales.”
Various Orchard teams are involved in the campaign, from content to creative, communications and activations, and there will be lots more to see as the year progresses.
