 Das ist
Wales: The Year of Adventure campaign launches in Germany
The Year of Adventure campaign launches in Germany
this month with the screening of the new Wales advert in cinemas in Berlin and
Munich. The advert aims to make Wales a leading global destination
for adventure tourism in the German market.
The strapline for the activity in Germany is ‘Das ist Wales/This is Wales',
a proud
statement of who we are and an invitation for the market to discover Wales
afresh and to challenge what they thought they knew about Wales. Das ist Wales is also the title of the new German
holiday planner which is tailored to the needs of the market.
The cinema campaign is supported by a digital marketing campaign, press inserts in key German media titles, travel trade partnerships with key operators including TUI and Dertour and a direct marketing campaign to Visit Wales' German consumer database. Ongoing press and media activity and promotion of Wales via
Visit Britain’s GREAT campaign further enhances Wales’ presence in the market.
The campaign will run through February and March, which is a key travel booking period for the German market, encouraging those seeking an adventure to visit Wales during 2016.
 The Year of Adventure Roadshow
This kicked off in Munich last week where we took the Adventure roadshow to F.R.E.E. Munich. This is one of Germany’s leading travel and leisure shows attracting over 118,000 visitors and 1200 exhibitors.
The roadshow will now travel to Cologne on 19-20 February where it will exhibit in the Globetrotter store, a leading outdoor and adventure retailer in Germany. Visitors will get the opportunity to experience some of Wales’ amazing adventure experiences in 360° and Wales’ adventure products will also be showcased on a 6m wide screen. Visitors will also be invited to enter a competition to ‘win your dream adventure in Wales’ throughout the roadshow. The roadshow will then continue its European tour in Paris on 26-27 February and Amsterdam on 4-6 March.
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 ITB Berlin
The Visit Wales team and partners will attend ITB Berlin from 9-13 March. ITB Berlin is the worlds leading travel trade show attracting over 115,000 trade and media visitors and around 50,000 consumers. We'll host meetings with the German, Swiss and Austrian travel trade, press and media over the first 3 days, and promote Wales to consumers over the final 2 days of the show. This year the team will be joined on the stand by industry partners The Royal Mint, Cambria Tours, Welsh Rarebits, Ceredigion and Mid Wales Tourism, Cadw, and Conwy Tourism.
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