FCA! has unveiled its first work for the Wales Tourist Board since
winning the account in July.
The agency, which took the business from Saatchi & Saatchi, is
repositioning Wales as a holiday destination ’two hours and a million
miles away’.
The pounds 5 million, three-year strategy is based on the fact that
people living in most major conurbations in England can reach the Welsh
border in two hours or less.
The through-the-line campaign focuses on the rejuvenating effect of a
holiday in Wales and targets a range of holidaymakers.
In the main poster work, small black-and-white ’before’ shots are
contrasted with large colour ’after’ scenes of people on a visit to
Wales. In one execution, the small picture shows a young couple sitting
tensely at a breakfast table while the main shot shows them kissing on a
beach. The headline says: ’This morning they were at each other’s
throats.’
The posters, which break on 5 January, were written by Adam Tucker and
art directed by Justin Tindall.
The creative work will also be integrated into a promotional campaign,
including direct mail and magazine inserts in February. The drive will
culminate with television advertising in May, when most people book
their summer holiday.
