FCA! promotes Wales as holiday destination on car windscreens

FCA! is using car air fresheners in an ambient media campaign for the Welsh Tourist Board.

FCA! is using car air fresheners in an ambient media campaign for

the Welsh Tourist Board.



Scented pine trees dangling from car mirrors are being used to extend

the agency’s through-the-line drive to promote Wales as a holiday

destination that is closer than people think.



They are being distributed in the backs of taxis and under car

windscreen wipers to remind drivers that they could be escaping to Wales

instead of sitting in traffic. Each pendant says: ’Real fresh air is

just two hours away.’



The campaign is being backed by a fleet of vans, which will drive around

with a hand-written message on their filthy back windows promising:

’Clean air is just two hours away.’ FCA! has also designed clear

acetates that will be overlaid on to car windscreens, emblazoned with

the slogan: ’Better views are just two hours away.’



The campaign, which is being unleashed in London and Birmingham this

week in the run up to the Destinations 98 Holiday Show, was created by

the copywriter, Adam Tucker, and the art director, Justin Tindall. The

pair created the rest of the Welsh Tourist Board’s current campaign,

which kicked off with posters last year and will continue with

television advertising in May.



Tucker said: ’We knew the campaign would give us the chance to do some

fun things that hammer home the fact that you’re here the polluted city,

when just up the road there’s a beautiful place where you can unwind.’