HHCL woos autumn tourists to Wales

HHCL/Red Cell has conjured up images in the shades of autumn for the Wales Tourist Board in a multimedia campaign that aims to lure late-season holiday makers.

The campaign, which breaks on 1 September, invites potential holiday makers to "experience the new season's colours from Wales". It is designed to make consumers aware of all Wales has to offer at this time of year.

"It is vital that we give people concrete reasons for coming to Wales during autumn and show them that holidays don't need to come to an end after the August Bank Holiday. There is plenty to do in Wales whatever the season," Roger Pride, the marketing director at the Wales Tourist Board, said.

HHCL has designed a roll-fold leaflet that presents Wales against the backdrop of a classic paint colour chart.

The leaflet uses tones and hues - named "September moods", "October accents" and "shades of November" - together with suggested activities and locations to provoke readers into imagining what they are missing in Wales.

"We wanted to appeal to the reader's imagination, evoking a distinct feeling of what inevitably is a unique experience in Wales, especially in autumn," Jonathan Adler, the account director at HHCL/Red Cell, said. "And we wanted to use something people were familiar with."

The campaign was written by Andrew Lloyd-Jones and art directed by Mark Dickens. Media planning and buying is through Media Insight.

The work is a continuation of the £10 million "Wales the big country" campaign now in its second year.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).