HHCL Red Cell in multimedia initiative for Wales tourism

Wales is aiming to accelerate the recovery of its tourist industry with a multimedia campaign to attract more visitors, particularly those on short breaks, during the coming year.

HHCL/Red Cell has produced the initiative, encompassing TV advertising, direct mail, press inserts and digital activity, which tells potential holidaymakers that Wales "is a land that speaks to you".

It builds on the agency's campaign promoting Wales as "the Big Country", which has been backed by a £10 million investment over the past three years.

Tourism chiefs hope the promotion will sustain the improving fortunes of the country's tourism industry, which was estimated to have lost about £140 million as a result of the 2001 foot-and-mouth epidemic.

David Stephens, the Wales Tourist Board marketing manager, said: "Last year, we saw a strong growth in our share of UK visitors with an increased total visitor spending of 20 per cent between January and August 2003. We hope this latest work will continue the success of the Big Country campaign."

The new campaign's "talking" theme is exemplified by a castle whose lichen-covered wall whispers the building's secrets; a horse represents adventure and freedom, and the sea feelings of fun and romance. The work was written by Andrew Lloyd-Jones and art directed by Mark Dickens.

Media Insight and All Response Media are handling planning and buying for the campaign, which is intended to generate requests for the spring and summer edition of View of Wales magazine and brochures for different holiday areas.