Visit Wales
Destinations

Wales - Spring 2007

Please click on the links to see the video spots:
Present situation:
Until now, there is no overall awareness of Wales as a holiday destination on the German market. The German would-be tourist has, as yet, insufficient knowledge about the region’s special attractions or its distinctions compared with other regions of Great Britain. However, Wales’ natural environment plus its cultural heritage offer sufficient potential to engage the interest of German holidaymakers.

Target group:
The “independent explorer” chooses his own itinerary and avoids the tourist strongholds. He is looking for new experiences and, when on holiday, wants to get to know the country, its culture and inhabitants.
This applies predominantly to couples from 35 upwards with high earnings.

Task:
Short-term aim: To stimulate consumers in order to undertake a tour of Wales.
Long-term aim: To increase the level of awareness of Wales as a region, well defined from the rest of Great Britain. To acquire a new regular customer base.

Solution:
The campaign is based on film media: Three 30-second video spots were produced in Wales, especially for viewing on the Internet: “The Welshman”, “Iron Man” and „Time Management“. On various travel-related websites, the videos appear in rotation in a Medium Rectangle Expandable. As the user moves their mouse over the advertising media, the video zooms up and is shown in a larger format.
Posted on a campaign microsite, hand-made videos are available providing insights into subjects such as culture, nature and ‘active holidays in Wales’. The videos are imbedded in copy offering useful comments and further links. Furthermore, users may send out e-cards and take part in a competition.

Offline, there is a direct mailing campaign with special tips and partner promotions to selected recipients taken from the Visit Wales and VisitBritain databases.
Advertisements with postcard inserts in eleven travel and special interest magazines are directed at new customers. As an incentive for returning the postcard, there is a competition and current brochure of the Tourist Office.
Visitors have the opportunity of having their photograph taken in front of a screen at the leading German travel fairs: CMT Stuttgart, Reisen Hamburg and ITB, Berlin. The best photo is selected via online voting and wins a trip to Wales. The voters also have the chance to win a prize.


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