With a passion for digital media and comms, Jess heads up Orchard campaigns in their native Wales and around the world. This was recently demonstrated to great effect in profiling Wales’ first appearance in the FIFA World Cup finals for 64 years in Qatar.
The stage offered a major showcase opportunity for Wales, and given the host’s human rights issues, a pitch-perfect, insights-led campaign was called for to show the world a progressive, values-driven nation. The campaign used the people of Wales to tell their own story on a journey around the country, inviting the world to C’mon in through a series of films that were shared globally on paid and organic channels. A partnership with Welsh language broadcaster S4C took Wales to Broadway, featuring Hollywood A-listers and Wrexham AFC owners Ryan Reynolds and Rob McElhenney; Activations, using Orchard colleagues in the UAE, included a giant bucket hat — the iconic emblem for Welsh football — which took pride of place in Doha; and Orchard brought a distinctive football shaped Welsh Dome to London’s South Bank, showcasing the best of the country’s food and drink.
Over 1,000 gift packs were dispatched to celebrities and embassies around the world; and a special rainbow version of the bucket hat became a powerful symbol for diversity and equality when a Welsh ambassador was refused entry to a stadium – attracting worldwide media attention.
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