Visit Wales spring campaign
We hope that by now many of you will have seen our new spring campaign messages and advert, whether on TV/streaming, social media or even 20m high on the iconic Piccadilly Lights in London! Visit Wales kicked off 2024 with bold new activity to stand out in the competitive domestic market place, at this critical time of year, when holiday makers start to make plans.
The Awydd Antur campaign – meaning Let’s get out there – launched on Boxing Day with a new ad designed to appeal to multiple audiences featuring iconic products and locations from across Wales including the Ffestiniog Highland Railway, the spa pool at St Brides Spa Hotel, beach fun in Ceredigion and activities in Cardiff and Portmeirion.
The ad, designed to grab attention and give a 30 second taster of Wales, is running on linear TV, on demand/catch up and streaming channels including Disney Plus - the UK ‘home’ to Welcome to Wrexham.
Of course, the ad is just one part of a wide range of activity that will drive traffic to the website where visitors can find out about products and destinations across Wales in more detail.
What other activity is happening?
As well as TV and streaming, the campaign features extensive paid digital activity, media partnerships (e.g., from Conde Nast to Mumsnet) and Out of Home (OOH) activity. This year as well as the Piccadilly Lights, international travellers visiting London as well as commuters are able to enjoy a taste of Wales via mainline station activity (underground and overground) and key road locations.
Have a look at the film overview of the London lights activity and do let us know if you’ve seen the London lights in person too. The St Brides Spa Hotel (owner Andrew Evans) took a trip to see the OOH in London and said:
“When we bought the hotel 25 years ago, never could we have imagined that our image would be on the world’s most iconic and Europe’s largest screen in such a recognised location. Our team @St Brides Spa Hotel are so proud to have our special, unique spa included in Visit Wales’ current promotion, in Piccadilly Circus….. placing Saundersfoot seriously on the map. The response and feedback has been instant and amazing both at home and internationally.”
Who are we targeting?
Audiences across the UK, including in Wales, are being targeted and for a full breakdown of audience types you can see our Audience Insights guide. We are also running campaign activity internationally in Germany and Ireland and pitching to media in the US and beyond. In just the last few weeks US titles including the New York Times, Forbes and Travel and Leisure have carried Wales articles.
Campaign progress
Over the last few weeks the campaign has been driving traffic to VisitWales.com that expands on products and destinations pan Wales. We’ll be reporting back on results later in the spring and updating the four regional tourism forums on progress. As well as that, crucially, we will be getting additional audience feedback on via our consumer survey programme. All our work is informed by insights, from both consumers and industry feedback, so that we can adapt messaging and delivery.
Last but not least…
…if you’re wondering what the music on the ad is, Visit Wales have collaborated with Welsh Music Prize Winners Adwaith from Carmarthenshire with their track “Lan Y Môr” (by the seaside) providing a fitting soundtrack to the campaign activity.
“When we were asked to be part of the new Visit Wales campaign, we were thrilled. We’re so proud of the fact that we create in Welsh, that it’s great for us to showcase our song Lan y Mor alongside some of Wales’ best places and things to do, people always find Welsh music interesting.” (Adwaith)
And don’t forget that if you missed us presenting at the Autumn Roadshows, you can still access the full marketing overview presentation as well as a range of information featured at each of the events.
Stay up to date with tourism industry news
View previously published Visit Wales industry newsletters and bulletins: Tourism Newsletter/Bulletin | Business Wales (gov.wales).
For specific support and advice about dealing with coronavirus, from financial and supply chain planning to advice on staffing issues, we would advise tourism businesses and stakeholders in Wales to visit the Business Wales website or call Business Wales helpline on 03000 6 03000. You should regularly visit the Public Health Wales website for up-to-date public health information for you, your staff and your visitors.
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