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National Trust Wales appoints Weber Shandwick Manchester to tourism brief

Porth y Swnt is a new Centre for Coastal Excellence.

National Trust Wales has appointed Weber Shandwick Manchester with a new culture, heritage and tourism brief.

The travel and tourism team at the city-centre based agency, which is part of the one of the world’s leading public relations firms, will be leading the account.

Porth y Swnt – or gateway to the sound – is a new Centre for Coastal Excellence for the National Trust situated in Aberdaron. The development was funded via the Coastal Tourism Project led by Visit Wales, the tourism department within Welsh Government and supported through the European Regional Development Fund.

The new centre will provide people with the chance to discover the history and culture of the Llŷn Peninsula and will be positioned as shining a light on the rest of the area. It is hoped that the new centre will provide sustainable development, economic, community and environmental benefits.

This latest account win in Wales adds to Weber Shandwick’s growing portfolio of accounts in the region, including Destination Conwy, the Isle of Anglesey and Attractions of Snowdonia.

Kenneth Smith, PR and communications consultant for the National Trust Wales, said: “We needed a team who had a grounded understanding of Welsh tradition and quality national media contacts. Weber Shandwick Manchester were insightful in their approach to our complex brief, showing intelligence, sensitivity and a depth of understanding of our audiences.”

The agency will help support the launch of Porth y Swnt which will include reinforcing the ‘Shining a Light on Llŷn’ theme, through a local and national press office function.

Jo Leah, managing director and chair English regions & Wales, added: “The Llŷn Peninsula is a truly beautiful and historic area, with a fascinating traditional Welsh way of life. Our travel team will deliver an events and media strategy to raise awareness of this landmark development for the National Trust. “

The National Trust is a conservation charity which looks after more than 250,000 hectares of countryside, 710 miles of coastline and hundreds of historic places across England, Wales and Northern Ireland.

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