Visit Wales calls marketing agency pitch

Visit Wales, the Welsh tourist body has called a pitch for its £7.5 million marketing business.

The tourist body is a department of the Welsh Assembly Government and the advertising account is held by Wieden & Kennedy while Partners Andrew Aldridge handles the direct marketing.

The appointed agency or agencies will work on brand strategy and identity, brand interpretation and campaign activity across all media channels including television, print and online. The direct marketing elements will include data planning, social media and e-crm management.

Wales is to host the Ryder Cup in 2010 and there are plans to make the vent one of the focal points for tourism marketing.

Wieden & Kennedy was appointed in 2004 as lead agency for Visit Wales. Together with Partners Andrew Aldridge the agency created an integrated campaign focusing on the richer experience available to holiday-makers in Wales last month. The strapline is “holidays unpackaged”.

The director of tourism and marketing at the Welsh Assembly Government is Jonathan Jones.

A restructure in 2006 of the tourism and economic development departments in the Welsh Assembly saw Roger Parry, who reports to Jones, named director of marketing, enterprise and heritage. His title has since become director of heritage.
Wieden & Kennedy were appointed as lead agency after

Starcom handles media planning and buying.