The Wales Tourist Board this week named Red Cell as the agency to
help rescue a tourist industry ravaged by the foot-and-mouth epidemic,
amid concern that the country is about to be hit by a fresh
Red Cell - formerly Conquest - and its WPP media partner Media Insight
are to mount a campaign that will be a key element in the fight-back
against the effects of foot-and-mouth that, at its height, was costing
the Welsh economy pounds 20 million a week.
But the appointment has been accompanied by the news of the first new
case of the disease in Wales for four weeks, forcing the closure of the
Brecon Beacons a week after they were reopened.
The WTB recently took dramatic action to win back the missing tourists,
plunging about pounds 1.5 million into the "Today in Wales" campaign,
featuring five 60-second commercials filmed, edited and screened in a
single day and screened only once.
Red Cell has been charged with producing a through-the-line campaign to
help the WTB achieve its target of growing holiday trips from 6.8
million to 10.3 million and spend from pounds 910 million to pounds
2,049 million by 2010.
Roger Pride, the WTB marketing director, cited Red Cell's success at
meeting the requirement for "a highly creative and innovative input to
planning and executing our campaigns" as the reason for the
Simon Frank, Red Cell's creative director, said: "The WTB has a history
of award-winning work. It's such a rich subject matter that it's almost
impossible not to come up with great ideas."