Wales to run crisis ads to counter loss of tourism revenue

Wales, whose tourist industry has been devastated by the

foot-and-mouth epidemic, is drafting in Sian Lloyd, the TV weathergirl,

to front an emergency ad campaign aimed at winning back visitors.

The Wales Tourist Board is plunging the bulk of the pounds 1.5 million

budget earmarked to counter the effects of the disease into five

60-second commercials.

All will be filmed, edited and screened in a single day and will be

shown only once on consecutive nights from Monday in London, the North

West, the Midlands and Wales. The ads will show the attractions and

activities that stayaway holidaymakers could have enjoyed had they been

in Wales that day.

The advertising, jointly produced by Cardiff's Golley Slater and the

Wales-based Wordley Productions, is a response to a huge drop in the

number of visitors, costing upward of pounds 20 million a day.

The pitch for the WTB's pounds 6 million advertising and media account

has been postponed for a month because of the situation.

Welsh-born Lloyd, who is a board member of the WTB, is giving her

services free.

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