The campaign is a continuation of the ‘Proper Holidays’ initiative which was launched last summer. This features real visitors to show the wide range of cultural and active experiences that families and other visitors can enjoy across Wales.
The target for the campaign is to generate 80,000 quality enquiries to Visit Wales during the first part of the year with an additional aim of attracting 50% of enquiries from people that have either never been to Wales before of not for at least three years. The budget for the campaign will be £1.3 million and is supported by the tourism area destinations across Wales.
Adverts will appear on TV throughout January and recognising that people are now watching programmes in different ways the adverts will also run on TV on demand services where people are now watching programmes online. On line display and search advertising will also run in environments where people are actively searching for travel ideas and will be supported by films and visitor information on visitwales.co.uk. Leaflets promoting holidays in Wales in 2011 will be mailed to a database of previous enquirers and also inserted in relevant news/lifestyle/travel publications.
Part of the campaign will be the annual Wales View Magazine which features articles by well known writers about their experiences in Wales.
According to one of the contributors, Simon Calder, Travel Editor of The Independent newspaper, Wales is the ideal destination for people looking for special experiences that last a lifetime, he said:
“In travel, as in any other sphere of commerce, competition is a great benefit for both the customer and the supplier. Hotels, attractions and transport providers raise their game in delivering higher quality and better value. Yet at the same time as these enterprises are offering more to the 21st-century traveller, the happy fact remains that globalisation and standardisation lose their impetus when confronted by the heritage of the British Isles.
"One size does not fit all here – which is just as well, since the B&Bs, inns and holiday cottages from which we choose are about as far as it is possible to get from the bland blocks where holidays are mass produced. The more individual the journey, the more intense those invaluable memories of family holidays.”
Broadcaster, author and keen walker Stuart Maconie returns to his childhood haunts – and falls for Wales all over again. He said:
“I loved the otherness of North Wales as a kid. The austere beauty of it all. A land of mountains and eagles and castles and waterfalls, of spooky stories and magical unpronounceable names.”
Other contributors include writer and broadcaster Carolyn Hitt; Journalist, cultural commentator and author David Quantick and True Taste Champion, Simon Wright. The magazine will be available to download from the Visit Wales website from next week. Further campaigns will also run in target international markets in the spring,
Heritage Minister, Alun Ffred Jones, said:
“Tourism is vital to the Welsh economy and this latest campaign is further evidence of our support to ensure Wales remains a popular destination in an increasingly competitive industry.
“In developing the campaign the intention was to convey a real feeling of what a holiday in Wales is all about. Wales is a place where people will want to work on their sense of adventure rather than work on their tan.
“There’s a huge range of activities in Wales which can be as challenging or relaxing as you wish. Our 641 castles tell the captivating history of our past and are located in some of the most beautiful spots. Wales’ three national parks are perfect for sightseers and adventure seekers alike. Even, those visitors who have been to Wales before can also discover different experiences.”