Visit Wales
Destinations

Wales European Campaign – Spring 2009

Present situation:
As yet, there is no overall awareness of Wales as a holiday destination on the German, Dutch and French markets. The would-be tourist still has 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 these holidaymakers.
There is a need for emphasising this in all three markets.

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. They prefer to be a visitor rather than a tourist.
This applies predominantly to couples from 35 upwards with high earnings.



Task:
To heighten the awareness of Wales as a tourist brand and increase holiday expenditure by visitors from Germany, the Netherlands and France.
Measurable targets: a certain amount of responses and contacts gathered during the campaign period.
Visit Wales has requested a Pan-European campaign.


Solution:
After research and conceptualisation, one single creative concept has been developed which can easily be adapted to the specific market needs of Germany, France and the Netherlands: The typical Welsh language as the USP is at the centre of the creative – it expresses the target group’s desire to go on holiday.

All markets use online banner advertising, (electronic) direct mailings and e-newsletters as well as printed direct mailings to their data base. Furthermore, Germany and France publish 6-page A5 inserts in travel and outdoor magazines and editorial specials on chosen web sites, passing on some more information about the relatively unknown Wales. All activities in these two countries are targeted regionally at the north of France and the western and northern parts of Germany. The Netherlands rely on good results in their market for 1/1 advertisements with tip-on card.

Germany continues to 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. Texts and pictures of last year’s Discoverers have been used in the German creatives 2009.


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