Feel the hwyl in Germany

Digital campaign 2025

This year the campaign is in two distinct phases.

Phase 1 - taking place early October to end of November:

• Meta Lead Gen 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

Phase 2 - taking place at the end of December until the end of March 2025:

• Build on the success of the launch of the Hwyl campaign in May. It 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.

• Launch the autumn campaign through a series of high-profile media partnerships. We will be working with some of Germany’s most influential news platforms, including FAZ.net, SZ.de, Welt.de, helping to reach over 5.5 million readers with engaging Wales advertorials.
• Wales will be featured on two popular travel websites, Travelbook.de and Merian.de, promoting Wales’ rich heritage, landscapes and hwyl experiences to curious explorers across Germany.
• We are also teaming up with SportScheck, one of Germany’s leading sports retailers, with a variety of online activities promoting the excellent adventure and outdoors products and offerings in Wales. 
• A journalist from the German travel magazine MERIAN will visit North Wales in the next few weeks. She will produce a 30-minute podcast, this follows on from the success of the South Wales episode released in March 2025. The podcast will featured on https://www.visitwales.com/de. 

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