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New £1.5milion campaign to market Wales in Germany

A new £1.5million campaign to bring more German visitors to Wales is to be launched in the new year, Deputy Minister for Culture, Sport and Tourism Ken Skates has announced.

The latest Visit Wales campaign, to launch in early 2015, will further raise Wales’ profile in Germany, identified as one of three main overseas target markets in the tourism strategy for Wales – along with the USA and Ireland. The announcement came as the Deputy Minister was yesterday giving evidence to the National Assembly’s Business and Enterprise inquiry on tourism.    

The £1.5 million will be invested in a campaign to drive awareness and demand for Wales and inspire consumers to visit to Wales in 2015.  In addition, a number of partner marketing campaigns will be developed with key partners including airlines, ferry companies and tour operators.

The campaign will be integrated with the ongoing travel trade and PR programme.  A new German website which will be specifically tailored to the needs on the market is also in development and will be launched towards the end of the year. The campaign dovetails with the VisitBritain Countryside is GREAT Campaign which will run in Germany’s main cities and online during the same period.

The Deputy Minister, said:

“Germany has been identified as one of the key markets which has the strongest potential for growth which will enable us to deliver on the target set in the strategy to grow the industry by 10% by 2020. The German market is looking healthy and we’ve seen holiday trips from Germany showing strong growth in 2013 to the highest level of 55,000 trips since 2006.  This gives us the confidence to invest more funding in Wales specific marketing in Germany.

“Tourism in Wales is in a strong position and 2014 is proving to be an excellent year for Welsh tourism, even compared to 2013 which was a successful year in itself.  According to official figures,   Wales is managing to outperform the rest of GB in terms of attracting staying visitors and day visitors and it is not difficult to see why. Wales has been named as one of the top five places in the world to visit by readers of the Rough Guides, while Rhossilii Beach has been named among the top 10 beaches in the world and the best in the UK by Trip Advisor, which has also named Llandudno as one of the top 10 destinations in the UK. The new German campaign will help us to further promote Wales to the lucrative German market and attract even more visitors to our shores in 2015.”

The 2015 campaign will build on the activity which has taken place this year. A Visit Wales digital marketing campaign with a focus on the Dusseldorf region ran in March 2014. Partner campaigns were also delivered with Germanwings, consisting of digital, and outdoor advertising within the Dusseldorf vicinity. Digital campaigns were also delivered with KLM Germany and DFDS Seaways in March/April 2014.


Channel website: https://www.icaew.com

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