Work  //  Case Studies  // Iaith Gwaith

Cymraeg

Client Testimonials

"Over twenty locations across Wales, characters dressed up as speech bubbles, co-ordinating press and media coverage and encouraging people to use their Welsh in the workplace – the Iaith Gwaith tour was a tough job. Cazbah completed the work skilfully, professionally and with good humour throughout. It is possible to deputise to them in the knowledge that the task will be executed to the highest standard."
Lowri ap Robert, Leader Private Sector Unit, Welsh Language Board

 

The Brief
An integrated consumer marketing campaign to relay the messages of the Iaith Gwaith scheme to approx 500,000 people. comprising 20 events across Wales plus PR and marketing literature encouraged those in the workplace who speak Welsh to use the language and for the general public to use their Welsh where they see the Iaith Gwaith sign.

Our Approach
The tour visited 21 supermarkets and other major stores during one month.

An extensive PR and radio campaign was coordinated to raise awareness of the tour and make sure a maximum number of people attended the events and received the Iaith Gwaith message.

During the store events, actors dressed in costume as Iaith Gwaith 'bubbles' interacted with staff and customers to relay the message and offer further information.

Results

The tour itself was very well received, with store managers reporting an excellent response from their customers. Total footfall through the 21 stores visited was 91,328 (store managers' figures).

Cazbah staff and actors captured a total of 1,303 people who have requested further information on the scheme, some of whom were attracted by the prize draw but the majority were genuinely interested in finding out more, and having the badges sent to them for their companies.

The radio campaign had a total reach of 551,664 people, while the estimated number of people who read or heard about the event through news stories was 4,954,617.

Following the success of the initial campaign Cazbah worked closely on follow up campaigns with the Welsh Language Board to promote Iaith Gwaith. The most recent in January 2012.