CRICCIETH CASTLE, South Stack Island and the Green Bridge of Wales will brighten up the landscapes of German cities with the launch of a new Visit Wales advertising campaign.
The huge posters of iconic Welsh landmarks will be seen in key sites in Munich, Berlin, Hamburg, Frankfurt, Stuttgart, Cologne, Dusseldorf, Duisburg and Essen from March 10. The adverts feature key products that are of interest to German visitors, highlighting our culture, heritage and the Wales Coast.
This work is part of a wider campaign in Germany to raise Wales’ profile and inspire visitors to come to Wales in 2015.
A new German website went live in December, along with the publication of the new international brochure, Explore Wales. The campaign includes marketing partnerships with P&O Ferries, Expedia, Hotels.com, Dertour, KLM, DFDS Seaways and Golf Extra. The campaign will also promote the Flybe route from Dusseldorf to Cardiff and the newly announced Flybe Route from Munich.
Deputy Minister for Culture, Sport and Tourism, Ken Skates said: “Germany is one of Wales’s three key overseas markets, along with Ireland and the USA. Visitor numbers from Germany to Wales showed strong growth in 2013, totalling 107,000 visits with expenditure of some £49m. With overseas visitors figures for the first three quarters of 2014 showing a 14% increase on previous years we hope that the recovery experienced in 2013 will be maintained. This campaign will further raise the profile of Wales as a holiday destination and will keep Wales at the front of visitors’ minds during this key holiday booking period in Germany. Partnerships are at the heart of the Welsh government’s strategy for Tourism and they play a vital role in the German campaign. Working with carriers and operators in Germany is of particular importance in highlighting access to Wales and promoting products available in the market via tour operators.”
The campaign launch follows Visit Wales’ attendance at the world’s largest and most important tourism trade fair – ITB Berlin – where Visit Wales met with tour operators, press and media and other important partners from Germany to raise Wales’ profile as a holiday destination. The new campaign is set to stimulate demand for tours, itineraries and routes to Wales which tour operators, agents and carriers have to offer.
Katharina Barry, Product Manager at Dertour, a German tour operator, which met with Visit Wales in ExploreGB and ITB, said: “It’s great to see Visit Wales delivering campaigns to drive awareness in the German market and we are really pleased to be working in partnership with Visit Wales to deliver agent and consumer communications to promote our coach and car tours through Wales as well as independent bookings. I visited Wales in February and I was deeply impressed by the stunning nature and the warm Welsh welcome I received.”
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