The Wales Tourist Board (WTB) is reviewing its &£5m advertising business with HHCL/Red Cell.
The initial target is UK holidaymakers, but WTB may expand the brief to other territories. The pitch will be overseen by WTB marketing director Roger Pride.
HHCL/Red Cell won the WTB business in June 2001 in a pitch handled by the AAR (MW June 28, 2001). In January 2003, the Red Cell network bought HHCL & Partners.
The review is statutory and HHCL/Red Cell will repitch. Media planning and buying, handled by MindShare and Media Insight, is also part of this review.
WTB is seeking to grab a share of the short breaks market after enjoying a strong year when many UK residents took domestic holidays. The organisation reports a rise in visitor spending of 20 per cent between January and August 2003 on the same period in 2002.
HHCL/Red Cell developed a multimedia campaign in January taking in TV, direct mail and online activity using the theme of Wales as “a land that speaks to you”. This built on the agency’s work positioning Wales as “the big country”.
In November 2002, WTB handed London-based agency David a brief to develop an overseas campaign raise its profile among golfers.