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The £5m campaign builds on the success of the Year of Adventure and is Visit Wales’s most ambitious marketing programme in recent years. Featuring a cutting-edge television and cinema advert the multi-market, multi-channel approach also includes digital, print, out-of-home, partnerships and events with activity planned in the UK, the Republic of Ireland, Germany and the USA.
The advert, which was filmed in Llyn Llydaw, Snowdonia, is fronted by Welsh actor Luke Evans – one of the most popular film stars of the moment – who joins Game of Thrones star, Iwan Rheon and singer-presenter Cerys Matthews in backing the Year.
Luke, who originally hails from Pontypool, stars as Gaston in the new Disney remake of Beauty and the Beast, which was released on March 17. He made a name for himself in Hollywood blockbusters Girl on The Train, Fast & Furious 6 and Dracula Untold, after a successful run in West End musicals, including Miss Saigon and Rent.
The campaign also sees Visit Wales continuing with key partnership activity domestically and overseas with partners such as DFDS Seaways, P&O, Stena Line UK, Irish Ferries, Flybe, KLM, travel operators DERTOUR, TUI, specialist retail outlet Globetrotter, Mr & Mrs Smith, Wales Online and VisitBritain. In addition, Visit Wales will launch a major competition in the UK and Germany to raise awareness of a very different side of the Year of Legends – Cardiff’s hosting of the UEFA Champion’s League Final in early June.
On the travel trade side, the Visit Wales team attended VisitBritain’s Explore GB in Brighton in March with over 100 appointments set up with global tour operators, 18 Wales suppliers participating and familiarisation trips for groups of operators from Netherlands, Belgium, China and Hong Kong visiting Wales. We also attended ITB in Berlin and the British Tourism and Travel Show.
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Further information including how you as a tourism business can get involved with the campaign is available in the Year of Legends section.