FCA! depicts Wales as the ideal place to relax on holiday

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

miles away’.



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

throats.’



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.



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