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The latest phase of our Year of Legends activity is now underway with an EPIC summer campaign targeting London and the South East of England.
As a global city and the UK capital, London is a focus market not just for tourism but for wider business marketing and other key sectors for the Welsh Government. Working together presenting Wales with one clear brand and messaging allows us to create cut through.
Our tourism aim is to encourage and inspire new high-yield visitors to consider Wales as a holiday destination right now, and to continue with our ongoing work in developing Wales’ reputation as a cool, contemporary, vibrant place to visit, with lots going on. Our integrated summer campaign includes a mixture of TV advertising, digital, press partnerships and out of home advertising in key London underground and rail stations.
Our message for this campaign in clear - Wales is alive over the summer with legendary experiences, festivals and events. We’ve developed content to showcase Wales’ rich culture, heritage and landscapes and celebrate our wealth of cultural and sporting events and icons.
TV advertising has already started with our Year of Legends campaign film starring Luke Evans being shown on Channel 4 in London as well as on Sky Regional London and Sky Adsmart Meridian. Print adverts, cover wraps and editorial features will be appearing in the Evening Standard and the London Metro with printed and digital adverts appearing in 36 rail and underground stations across London from 19th June until 16th July.
We’ll also be using the huge motion screen at Waterloo station. This is the largest single indoor screen in the UK and for a period of 14 days in June and July, Wales will be featuring on this screen. With a specially edited film showing Wales at its best, we’ll be bringing a little bit of serenity and calm to London’s busiest rail station. With approximately 250,000 people travelling through Waterloo each day, this is a great opportunity for us to raise the profile of Wales as a destination and a brand.
The London campaign will be supported with additional activity including:
- Digital marketing campaigns activity focussing on Epic days out and short breaks in Wales
- Email marketing to the Visit Wales consumer database
- Social media activity – Facebook, Twitter, Instagram
- PR, Blogging/familiarisation trip activity
- Experiential activity in-Wales over the summer holidays
Take a look at some of the campaign creatives, and the film we’ll be showing at Waterloo station by opening the link below.
North Wales in London
Following the recent Lonely Planet accolade, where North Wales was named in the list of the Top 10 Regions for 2017, North Wales Tourism - working with the six Destination Management Partnerships in the area - were successful in securing TPIF funding to deliver an innovative campaign in London to raise awareness of North Wales as a destination and to capitalise on this great award and recognition by Lonely Planet.
During July and August six London taxis will be ‘wrapped’ to create an impression the driver is on a surf board or flying down a zip wire. For the first four weeks of the campaign, a bus on a central London route will also be fully wrapped. To support the campaign Radio X will run a digital and airtime competition for listeners to win a 3 night break in North Wales to experience first hand the range of adventure and activities on offer.