Wales seeks airline for Euro push

Wales Tourist Board (WTB) is looking for an airline partner that will allow one of its aircraft to be branded with a “come to Wales” message.

Roger Pride, director of marketing at WTB, says the organisation wants to “raise the profile of Wales throughout Europe” in an innovative way and is looking for an airline that flies from a Welsh airport to suitable destinations. Once an agreement has been struck, Pride will appoint a design agency to create a suitable livery.

Pride says he has no preconceptions regarding the imagery to be used, but is adamant he does not want “just a montage of images of Wales – we’ll look for something more original”.

Possible partners could include British Airways subsidiary Citi-Express, Ryanair and bmibaby, all of which fly out of Cardiff airport.

The WTB is keen to attract more overseas visitors, as in-bound tourists make up only ten per cent of visitors. The WTB hopes to work with low-cost airline bmibaby, which has just launched a route to Malaga, to promote golfing opportunities in Wales to Spanish tourists. Wales is the venue for the 2010 Ryder Cup and has more than 200 golf courses.

The WTB’s also plans a &£1m campaign to promote Wales to Germany and the Netherlands and is looking to appoint an agency (MW August 1).

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