Visit Wales Spring Campaign

Discover Carmarthenshire are pleased to inform you that we have once again bought into the Visit Wales Spring campaign. The budget for the Spring Campaign is £1,750 000.00. The Visit Wales UK & Ireland spring campaign 2013 will target ABC1 couples, aged 45+.  The campaign will present Welsh couples sharing beautiful places and experiences in Wales that have a special significance for them.  The couples will begin to reveal new, surprising, scenic and stylish tourism products under the following themes:

• Historic sites, stately homes and gardens
• Art galleries and culture
• Wellbeing and spas
• Food and wine
• Walking, coast and national parks

Visit Wales’ overall targets for the UK/Ireland campaign period January – March 2013 are as follows:

·         128,000 campaign responses

·         240,000 engagements

Marketing activity

·         TV advertising will be undertaken Jan – Mar 2013,

·         A direct mail campaign will be undertaken targeting 400,000 on the Visit Wales database, distribution for this direct mail piece will coincide with the last wave of TV advertising in January

2 versions of the direct mail will be created: one with a family focus and one with a couples focus, Carmarthenshire will be using the following messages to target visitors:-

Carmarthenshire – Carmarthen Bay to the Brecon Beacons

Couples: Short break? Boutique Hotel in Brecon Beacons, log pod in Llandeilo, Coach house in Carmarthen, a prince’s bed in Llandovery, Dylan’s Laugharne

Family: Left is 58 km of Carmarthen Bay & beaches galore, right is the Brecon Beacons. In between: 12 bustling towns to explore.

·         225,000 e newsletters will be sent to the Visit Wales database 2 versions to be created: one with a family focus and one for couples. These may be further segmented to audience areas with two broadcasts planned – regional content could then be split to cover the North and South.

·         Inserts in specialist titles and national press are still being worked on the final Media plan as soon as we have this information we will communicate it with you