The Wales Tourist Board has hired Media Options for the three-year 5m planning and buying task of repositioning Wales as a short-break destination.
Media Options, the travel and tourism specialist, beat The Media Business Group and Western International Media in the pitch.
Zenith handled media planning when the marketing account was split between Saatchi & Saatchi and Purchasepoint. But it was dropped when WTB decided to move its integrated marketing account to FCA! in September.
“We decided to go for a separate media agency to keep media planning totally neutral from creative and to ensure complete objectivity,” says WTB marketing director Roger Pride.
WTB is linking with all the local authorities of Wales for the first time; the three-year push will be launched next week by Welsh Office Minister Peter Hain.
WTB aims to update Wales’ image and promote it as a short-break destination for a wide range of people, rather than as an unfashionable family holiday spot.
Media Options will buy TV and outdoor in the three main target areas – the North-west, West Midlands and South-east including London. It will also plan insert and door-drop campaigns.
FCA! has designed ads, which use the new Welsh dragon logo.