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.’