Helping to
Build Business
Building confidence. Building resilience. Building Wales.
Business Wales is the Welsh Government’s fully funded, bilingual service dedicated to supporting entrepreneurs and SMEs, who make up 99.3% of enterprises in Wales and drive over 62% of employment. Our mission: reaffirm Business Wales as the ultimate one-stop-shop for business support, while showing we understand the challenges Welsh businesses face, from start-up hurdles to scaling ambitions.
The challenge:
standing out and standing strong
In a post-COVID world and amid the cost-of-living crisis, businesses needed clarity and confidence. Our objectives:
- Refresh awareness of Business Wales as a comprehensive support hub.
- Demonstrate empathy and expertise, from start-up to scale-up.
- Cut through the competitive advice landscape with relevance and resonance.
Our strategy: Connect.
Engage. Empower.
We built a strategy emphasising comprehensive support and deep understanding, steering away from generic messaging to reinforce Business Wales’s empathetic, expert guidance.
- Connect: high-impact ATL bursts during Global Entrepreneurship Week and New Year.
- Engage: always-on digital campaigns driving traffic and enquiries.
- Empower: showcase real businesses and practical tools to inspire action.
Creative that champions Welsh businesses
We began by reviewing the existing brand through focus groups, workshops, and surveys. The insight was clear: while Business Wales was trusted and recognised as helpful, there was an opportunity to make it more personal and champion the businesses it supports. Many start-ups were also unaware of the full breadth of services beyond finance and grants.
Our solution was to evolve the brand to stand out and reinforce its role as the ultimate one-stop-shop for entrepreneurs. The promise “Helping to Build Business” became more than a tagline, it signified partnership and progress. A dynamic graphic device in BW red symbolised the entrepreneurial journey: discovery, growth, resilience, success. This refreshed identity gave the campaign a distinctive, memorable look that celebrated ambition and positioned Business Wales as a trusted partner at every stage.
Campaign assets included:
- TV and radio ads
- Large-format OOH and bus backs
- Wales Online homepage takeover
- PPC campaigns across Google, Facebook, LinkedIn, Bing
- Partner packs and multilingual templates
Multi-channel delivery with purpose
- ATL: TV (ITV Wales, S4C, Sky AdSmart), radio (Heart, Capital, Nation), OOH
- Digital: Google Search, Facebook, LinkedIn, Bing, Wales Online
- Sell2Wales: dedicated activity promoting procurement opportunities
Smart spend. Real Impact.
- Brand awareness: +8% vs baseline
- Digital: 101,126 clicks, 7,370 conversions
- Sell2Wales: 2,292 conversions
- Impressions: 30.8M across channels
- TV reach: 3.2M+ impacts
From awareness to action
By positioning Business Wales as a trusted partner, we helped thousands of entrepreneurs and SMEs access expert advice and support, building stronger businesses and a stronger Welsh economy.
