Wales turns to druids to promote summer breaks

LONDON - The Wales Tourist Board has launched an integrated campaign involving ancient druids urging people to visit the principality this summer.

The "Don't let the summer slip away" campaign, which launches this week ahead of Midsummer's Day, has been developed by Perspectives Red Cell and sister agency HHCL/Red Cell and involves direct mail, emails, online advertising as well as TV and radio advertising.

As part of the campaign, one druid character declares that "the end of the summer is nigh".

Wales Tourist Board consumer marketing manager, David Stephens, said: "Our approach stands us apart from the mass of tourist board advertising", adding that this latest campaign was presented in a "tongue in cheek" way.

The activity builds on the success of the Wales Tourist Board's "Big Country" umbrella campaign, which has generated over 290,000 enquiries this year and is the most highly recalled advertising among holiday destinations on UK TV.

Miles Murphy, chief executive of Perspectives Red Cell, added: "Here is another example of us working closely with our colleagues at HHCL/Red Cell to create an integrated, response-driven campaign that reflects a single minded campaign strategy."

Media planning has been carried out jointly by Media Insight and All Response Media.

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