The Wales Tourist Board is bringing forward its statutory advertising review by one year in an attempt to find a new brand position.
The 1.7m brief is handled by Saatchi & Saatchi above the line and Purchasepoint below the line. The account was scheduled for review in 1998.
WTB marketing director Roger Pride says although he likes the present “Land of Inspirations” campaign he wants to build a brand for Wales rather than just promoting products. He also wants a full-service agency.
Saatchi was appointed in May 1995 with an increased budget and a brief to divert holiday traffic to Wales.
Last year, a major direct TV campaign was launched and a Welsh visitor database was set up.
Pride is talking to agencies and will produce a brief following a board meeting on May 9. “I will be very specific about what I want the brand to say,” he adds.
At the moment Wales is advertised on TV in London and in magazines with the “A different holiday everyday” strapline.
Last year, 8 million people from England, Scotland and Northern Ireland visited the principality.