Case Study

Business Wales: Export Exemplars

An ambitious and creative integrated communications campaign, Export Exemplars is a Business Wales campaign aiming to inspire Welsh SMEs in Wales to start their exporting journey. With a focus on film and generating engaging visual content for the accompanying digital advertising strategy, the Export Exemplars campaign has shot on location around the world, from Dubai to New York. The project commenced in 2018 and continues to show through stories what exporting to new markets can do for your business.


  • Encourage and inspire businesses in Wales to start their export journey, or for those already exporting to expand their current export portfolio
  • Raise the profile of businesses in Wales currently exporting
  • Raise awareness of Business Wales’ export services amongst businesses in Wales
  • To drive greater engagement online to Business Wales’ Export Zone
  • To increase export referrals to Business Wales
1 x
new Export Exemplar case studies, including accompanying films
1 x
'hero’ campaign films - one of which was shot on location in New York
0 x
animated campaign film
0 +
pieces of media coverage

Content from the Campaign

The 2021–22 campaign was our most successful to date. Highlights included:
  • One of our campaign hero films – Resilience, Recovery & Reconstruction – ran on Sky TV in the early part of 2022
  • We shot one of our campaign hero films on location in New York City. This was our first time shooting in North America as part of the Export Exemplars project. The resulting campaign film will be rolled out as part of an expansive TV and digital advertising campaign over summer 2022
  • The LinkedIn digital advertising campaign delivered impressive open rates, view through rates, click through rates, engagement rates and lead rates that considerably out-performed LinkedIn industry averages and forecasts
  • Live tweeting at the Welsh Government #ExploreExportWales conference in March 2022 – the first in-person export conference since pre-pandemic
  • A five-page export themed supplement was published in the March 16th edition of the Western Mail, featuring a thought leadership article by Minister for the Economy Vaughan Gething and an extensive list of some of Wales’ most successful exporters