Wieden & Kennedy has created a television and press campaign for the Wales Tourist Board. The television ad will be shown throughout Wales this month and will roll out to the rest of the UK early next year. Four press ads will support the campaign next month.
The creative will be accompanied by direct mail and online activity by the tourist board’s integrated agency Partners Andrews Aldridge. The “Go Welsh” TV ad follows a family as they get lost in the Welsh countryside, following Welsh road signs and discovering new places. The ad features well-known places including Betws-y-Coed, Dolgellau and Mawddach Estuary.
It is the fourth TV spot created by Wieden & Kennedy since it won the account in July 2004. The ad continues with the “Big Country” strapline that has been used by the tourist organisation since 2002. The press ads focus on specific aspects of Welsh tourism including food, arts and crafts and mythology and the Welsh Millennium Centre.