£350m family market being targeted in latest bid to attract visitors to Wales from across the globePosted: January 19, 2015
By Cathy Owen,
Welsh speaking singer Kizzy Crawford has been picked to sing the song for advert as part of new tourism campaign.
Families are the focus of a tourism push that has been launched today with the aim of selling Wales to the world.
A new advert is the latest phase of Visit Wales’ UK and Ireland marketing campaign, entitled “Have you packed for Wales?”
The campaign includes a new edit of a television advert by Hinterland director Marc Evans and has been set to a new song “Shout Out” by up and coming Welsh-speaking singer/songwriter Kizzy Crawford.
The focus of the advert is for people to come to Wales to have an adventure, to explore and to enjoy time together as a family, with Caernarfon Castle and dolphin spotting along the Ceredigion Coast featured.
The family market is big business, with latest figures showing families spending about £350m in Wales on holiday.
Deputy Minister for Culture, Sport and Tourism, Ken Skates, said: “The family market is very important to Wales, the Great Britain Tourism Survey tells us that children were present on 40% of holiday trips taken by British residents in Wales in 2013.
“This campaign will concentrate on the family adventures which can be had in Wales and will aim to change perceptions of Wales and raise awareness of the variety of activities and adventure which can be had within our amazing landscape.”
He added: “I’m delighted that we’ve been able to work with Kizzy Crawford on this advert, showcasing the best of Wales’s new creative talent.”Eighteen-year-old Kizzy Crawford, who grew up in Aberaeron, said: “I’ve got so many fond memories of family holidays in Wales.
“My top five shout outs for family holidays would have to include Poppit Sands, Narberth, Llyn Peninsula, the Brecon Beacons national park and Bedd Gelert.
“These are all places I visited as a child with my family and hold many happy memories for me. They’re great places for families to visit but are also all very unique and beautiful.”
This campaign is the beginning of a new wave of marketing activity in the UK and overseas over the next few months which will make the most of this key holiday decision making and booking period in Wales’s key target markets.
Many of the 2015 National Tourism Awards shortlisted businesses are champions of Wales as a family friendly destination.
Businesses like Folly Farm whose head of marketing Zoe Wright said: “At Folly Farm we’re proud to be one of the many family focused attractions on offer in Wales.
“Our country has so much to offer young families looking for an adventure whether it’s coasteering, geo-caching or experiencing what’s it like to be a penguin or giraffe keeper.
“You can expect the unexpected in Wales and it’s great that the new Visit Wales campaign is championing this to showcase what we have to offer the family market.”
Jacqui Davies, who set up Clydey Cottages in Pembrokeshire to have what she would want from a family holiday with her children agrees.
“People’s lives are so hectic these days with work, school and so many distractions, it’s great to see families spending quality time together,” she said.
“It’s also about doing things together – we see children’s confidence grow while they’re on holiday as they get to experience the new and many adventures that Wales has to offer, with mum and dad there to share in these experiences too.
“Holidays in Wales are about creating special, family, holiday memories.”
Sourced by Wales Online