Visit Wales’ EPIC art installation which has been travelling through Wales over the summer has now arrived at Cardiff Castle where it will stay for the next three weeks.
Due to the popularity of the installation, the tour has been extended and will be at the Castle on Thursday 29 September in time for the Cardiff University/Cardiff Half Marathon taking place in Sunday 2 October.
The giant mirrored letters, reaching 4 meters high and 11 meters wide, forming the word EPIC is part of the latest phase of Visit Wales’ marketing campaign to promote Wales as an adventure destination. It has been popping up unannounced at locations across the length and breadth of Wales over the summer and last featured as part of the Red Bull Cliff Diving World Series in Abereiddi.
The EPIC roadshow proved to be very popular over the summer and Visit Wales latest customer research shows that consumers think the idea is bold and innovative. Social media following has also increased to over 900,000 during the summer months.
Cabinet Secretary for the Economy and Infrastructure, Ken Skates, said:
“I’m delighted that we’ve been able to extend the tour to give more people a chance to see Epic and that it arrives in Cardiff Castle just as we are about to congratulate our Rio 2016 athletes in a reception in Cardiff this evening. We saw some epic performances over the summer and I look forward to congratulate them all this evening. And, looking ahead to the weekend, Cardiff will once again host the Cardiff University/Cardiff Half Marathon, where thousands of runners of all abilities will be taking on this challenge and raising money for charity. This shows the amazing variety of adventures which can be had here in Wales as our Year of Adventure draws to a close.”
Leader of Cardiff City Council, Cllr Phil Bale, said:
“The Welsh Capital is delighted to be the next destination for what has now become a prestigious symbol for Visit Wales’ Year of Adventure. Cardiff hosts so many prestigious events which attract visitors from across the world and the city is now firmly placed on the global map. It is fabulous that it will be in place for the half marathon this Sunday and will be showcased to the 22 000 runners that will start the race at Cardiff Castle. We encourage as many people to visit the exhibit as possible during the three weeks that it is in our wonderful city. Everyone has different attributes and we are encouraging everyone to find their own ‘epic’ when in Cardiff”
This innovative travelling art installation will act as a focal point for visitors’ selfies and is designed to encourage image and content sharing on social media using the campaign hashtag #FindYourEpic. The tour is supported by an integrated campaign consisting of PR and other media activity including digital advertising, e-mail marketing and social media activity targeting families and visitors in our core regions in North West England, The Midlands, Yorkshire, London and the South East.
The Epic sign can be seen in the entrance of the Castle and from St Mary’s Street. Those who live or work in Cardiff can apply for a Castle Key which gives free admission to this world-class heritage attraction for 3 years. There is an administration charge of £5 per Castle Key card issued. EPIC will remain at the Castle until 17 October.