The first Ryder Cup was big news for Wales. A real chance for the country to showcase its’ legendary hospitality to the world and the rest of the UK. Using the key element of humour from the Wales brand, a series of posters were created that communicated the generous reception visitors could expect. It done this alongside selling Wales credentials as a serious golf destination. The campaign was devised carefully to attract visitors not only during, but also to tempt golfers to visit after the Ryder Cup was over. The national campaign used poster sites across all major UK railway stations.