FCA! depicts Wales as the ideal place to relax on holiday
By MAIRI CLARK, campaignlive.co.uk, Friday, 19 December 1997 12:00AM
FCA! has unveiled its first work for the Wales Tourist Board since winning the account in July.
FCA! has unveiled its first work for the Wales Tourist Board since
winning the account in July.
The agency, which took the business from Saatchi & Saatchi, is
repositioning Wales as a holiday destination ’two hours and a million
The pounds 5 million, three-year strategy is based on the fact that
people living in most major conurbations in England can reach the Welsh
border in two hours or less.
The through-the-line campaign focuses on the rejuvenating effect of a
holiday in Wales and targets a range of holidaymakers.
In the main poster work, small black-and-white ’before’ shots are
contrasted with large colour ’after’ scenes of people on a visit to
Wales. In one execution, the small picture shows a young couple sitting
tensely at a breakfast table while the main shot shows them kissing on a
beach. The headline says: ’This morning they were at each other’s
The posters, which break on 5 January, were written by Adam Tucker and
art directed by Justin Tindall.
The creative work will also be integrated into a promotional campaign,
including direct mail and magazine inserts in February. The drive will
culminate with television advertising in May, when most people book
their summer holiday.
This article was first published on campaignlive.co.uk
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