Digital Campaign 2025
This year the campaign is in two distinct phases.
Phase 1 - taking place early October to end of November:
- Meta lead generation campaign
- The primary driver of newsletter sign-ups.
- Meta organic boosting
- Focussing on boosting top-performing organic posts across Facebook and Instagram to extend reach and prime audiences for paid activity in Phase 2. Driving traffic to relevant and engaging content on www.visitwales.com/de
- Focussing on boosting top-performing organic posts across Facebook and Instagram to extend reach and prime audiences for paid activity in Phase 2. Driving traffic to relevant and engaging content on www.visitwales.com/de
Phase 2 - taking place at the end of December until the end of March 2025:
This element of the campaign will build on the success of the launch of the Hwyl campaign in May 2025, and will incorporate a range of activities:
- Hero video content across Facebook, Pinterest and YouTube
- Traffic Ads
- Facebook Page Likes campaign
- Facebook and Instagram ads and stories
Media partnerships
Visit Wales is launching its German Autumn campaign with high-impact media partnerships to inspire and engage audiences across Germany. Highlights include:
- Wales will feature in online advertorials on FAZ.net, SZ.de, and Welt.de—three of Germany’s top news sites. These will reach over 5.5 million readers with engaging stories about Wales.
- Travelbook.de and Merian.de will run advertorials that highlight Wales’ heritage, landscapes, and hwyl experiences. These sites attract curious and adventurous travellers.
- A digital partnership with SportScheck, a leading sports retailer, will promote Wales’ outdoor and adventure offerings through online content.
- MERIAN travel magazine will produce a podcast episode about North Wales. A journalist will visit the region to record the 30-minute show, following the success of the South Wales episode released in March. The new episode will be featured on the German website.
- DFDS Ferries will run an online campaign focused on self-drive holidays in Wales, using The Wales Way as a theme. The partnership includes a prize competition to grow German leads.
Social media highlights
We have German social media accounts to showcase Wales’ beauty and culture. We’re also launching a new German language Pinterest channel this Autumn.
- Facebook has over 84,000 followers
- Instagram has over 7,909 followers
- Accounts feature around 40 posts/stories monthly
