Visit Wales
Destinations

Wales - Spring 2006

Present situation:
In general, tours of Great Britain have always had a large following in Germany. With its landscape and heritage, Wales offers everything to attract tourists for this kind of holiday. But so far, the German holidaymaker is not yet aware of the special attractions of Wales as a holiday destination and its differences compared to other British regions.

Target Group:
In general, higher income groups in Germany from the age of 35 upwards
- DINKS I: childless couples between 35-50
- DINKS II: childless couples between 50-60
- Empty Nesters: couples between 50-60, children left home
- Active Seniors: couples between 60-70

Task:
Short-term target: Motivating consumers to undertake a tour of Wales.
Long-term target: Increasing the awareness of Wales as a region and its cultural attractions. Generating new client data.

Solution:
The campaign combines brand awareness activities and online and offline advertising.
A giant poster in the centre of Düsseldorf as well as postcards on bakery wrapping paper in Düsseldorf and the surrounding areas promote Wales as a brand.
A 4-page supplement with a circulation of about 1,800,000 copies with response element is added to 16 different magazines, highlighting what tourists may discover on a trip to Wales. Two direct mailings to selected subscribers to the VisitBritain database (60,000 and 15,000) reach prospective travellers to Great Britain and offer them various brochures and a special Touring Package with 12 different tour descriptions. An online campaign with content integration and flash layers guides the user to the website. A competition and a brochure ordering service provide incentives for planning a round trip and generate new client data.

Results:
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