Cardiff-based Golley Slater has been appointed to develop a campaign for Visit Wales under plans from the Welsh government to grow tourism in Wales by 10 per cent by 2020.
The creative agency won the bid after an open tender process through the Welsh government and will develop a TV ad for broadcast early next year. Accompanying the ad will be a press and digital advertising campaign.
Manon Williams, chief executive of Visit Wales, said: “We need to strengthen Wales’ brand positioning. This campaign will play an important part in developing a distinctive and strong voice for Wales in the holiday market.”
More than 90 per cent of visitors to Wales come from elsewhere in the UK and tourism from within the country remains the main focus.
Mike Leeson, managing director of advertising at Golley Slater, added: “The challenge is to bring in new visitors and encourage those haven’t made the trip here for a while to come back and see what’s new. The team is looking forward to working with Visit Wales on this campaign.”
The campaign is partly funded by the European Regional Development Fund.