Wales is renewing its efforts to revive a tourist industry
decimated by the foot-and-mouth crisis with new advertising designed to
boost the number of autumn visitors.
The £500,000 campaign is the first to be produced for the Wales
Tourist Board by Red Cell since the agency's appointment to the business
in June and is the prelude to a planned relaunch of the Wales brand next
The tactical campaign, which breaks this week, aims to lift the gloom
with a tongue-in-cheek campaign that claims the country's red dragon has
gone missing and is wanted back to join in the autumn activities.
A supporting radio campaign features a knight who ignores a damsel in
distress to find the dragon.
The WTB has adopted innovative tactics to counter the foot-and-mouth
crisis that at its height was losing the Welsh economy £20 million
In May the WTB put £1 million behind a week-long TV burst to
sustain summer bookings with commercials that were shot, edited and
aired in a single day.
The latest print initiative will target the country's key target areas -
Liverpool, Manchester, Birmingham and the West Country.