Visit Wales
Destinations

Wales - Spring 2008

Present situation:
Until now, there is no overall awareness of Wales as a holiday destination on the German market. The prospective German 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:
Online and offline elements are integrated in the campaign.
An 8-page booklet is used as a supplement in 8 different newspapers and magazines with the regional focus on Southern Germany; it is also sent out as a mailshot to contacts from the VisitBritain database. A further mailshot containing insider tips is sent to contacts from the Visit Wales database with the aim to encourage them to undertake another trip. The recipients have the option to order the specially produced tour brochure featuring ten selected tours.
Online, a comprehensive online campaign guides the user through a flash layer Skyscraper tandem ad, newsletter entries plus an editorial special to the website of the Tourist Board. Further distribution of previous-year ads is made possible by an e-newsletter with integrated video.
All campaign elements promote the Wales Discovery Tour – a competition giving three couples the chance to win a trip to Wales. They are asked to keep a journal about their discoveries and report on them afterwards. Visit Wales also promotes the competition during German tourist fairs with a display and direct-reply postcards.




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