By Ishbel Macleod | PR and social media consultant

February 24, 2014 | 2 min read

An open mind, a sense of adventure, and an appetite for discovery are items you must pack for a holiday to Wales, a new Visit Wales ad suggests.

The £4m campaign was created by Golley Slater Cardiff, and funded by European Regional Development Fund.

Mike Leeson, managing director, Golley Slater said: “As an agency with its roots in Wales we are proud to be playing our part in promoting the strength of our tourism offer and the beauty of our country. Wales is fast building an international reputation for the quality of its creative sector and it was great to be able to work with an all-Welsh team on the production of this new film for Visit Wales.”

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The campaign is set to launch on St David’s Day (1 March) and has been directed by Welsh director Marc Evans.

Minister for the Economy, Edwina Hart, said: “This week is Wales Tourism Week and this investment in Wales marketing shows the Welsh Government’s commitment to tourism as one of our key sectors which generates £5bn a year to the Welsh economy.

“This campaign is the first to be developed since the launch of the new tourism strategy for Wales ‘Partnership for Growth’ which aims to grow the tourism industry in Wales by 10 per cent by 2020. This is the first step towards achieving what’s been set out in the strategy and aims to show that Wales provides the warmest of welcomes, outstanding quality, excellent value for money and memorable, authentic experiences for our visitors.

“We’re lucky in Wales to have such a huge range of activities, experiences and products to enjoy and share with our visitors. Some of our recent consumer research work however suggested that people aren’t necessarily aware of all the great things to see and do here in Wales, so this campaign tackles that misconception head on.”

As well as the ad, which will appear on TV, on VOD and in the cinema, the campaign will also include radio and print.