Visit Wales
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Wales - Spring 2005

Present situation:
Tours of Great Britain have always had a large following in Germany. Trying to secure new clients beyond this client base only seems sensible with regard to higher income groups, since it is mainly in the higher price segment that Great Britain offers uniquely traditional British holidays representing good value for money. In addition, the German holidaymaker is not fully acquainted with Wales as a holiday destination. The aim is to focus on the scenic and cultural attractions of the region and to appeal to the target group.

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 round trip through Wales. Long-term target: Increasing the awareness of Wales as a region and its cultural attractions. Securing a new customer base.

Solution:
A 4-page supplement with a circulation of 1,310,000 copies providing information on round trips in Wales including a response element was added to nine different magazines. A competition and brochure ordering service provide incentives for planning a round trip and generate new client data.

Result:
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