There’s more to Wales than lamb and leeks
Today sees the launch of a new VisitWales UK Marketing Campaign which aims to promote Wales as a leading ‘unpackaged’ destination. The £2.2million TV, Cinema and Web campaign is fronted by Welsh comedian Rhod Gilbert, who gets to try out four distinctive flavours of the modern Welsh tourism experience (now that’s a job I’d like).
The series begins with Rhod visiting Aberaeron’s Harbour Master Hotel, where he quizzes the owners on their local credentials. Next it’s on the National Botanic Garden where Rhod’s raft building skills are shown up by a group of children, who seem happy to have been dragged away from their X-Boxes and PlayStation’s to appear in this commercial. He then goes coasteering with TYF Adventure to prove you can indulge in adrenaline activities on the Welsh coast at all times of the year. Finally, he enjoys some wine tasting and a gourmet cookery lesson from Hywel Jones, Llanerch Vineyard’s Michelin Star Chef, where he learns that Welsh food is far more than lamb and leeks.
The main 40 second advert will be aired on TV this winter and will also be shown in cinemas for the first time; while the four 90 second web films can be accessed on the visitwales.co.uk website, as well as on YouTube and other video sharing sites.
The campaign will run from January to March 2009 and aims to generate 200,000 enquiries, comprising 100,000 brochure requests and 100,000 online enquiries. If my maths are correct, this prices each enquiry at just on £11 each - now that’s what I call a decent pay per click rate. Let’s hope that the interest and business this generates is well worth the investment.
These videos are now available at the VisitWales “Holidays unpacked” marketing portal: http://www.unpackaged.visitwales.co.uk.
Tags: Rhod Gilbert, UK Marketing Campaign, VisitWales, Wales unpackaged