Media Partnerships
We launched our autumn campaign in September through a series of high-profile media partnerships. Collaborations with Cool Stays, British Vogue, Women & Home, RSPB, and Wanderlust will target our core audiences via print advertorials and dynamic digital and social content, building greater awareness of Wales as a short break destination.
TV/Streaming/Out of Home
This autumn/winter we’re broadening our presence across streaming and TV with a debut on Amazon Prime Video, using their unique first-party targeting to reach all key audience segments. Activity will also continue on Netflix, Disney and ITVX.
Hwyl Campaign
The current Hwyl campaign burst, running into the autumn has been focusing largely on families and outdoor enthusiasts. Recent highlights show Pinterest as a top-performing channel, particularly inspiring outdoor enthusiasts, while Reddit has delivered an impressive click-through rate among family audiences. We will incorporate these insights into the next campaign burst, scheduled to launch in December.
Itinerary Adverts
We’ve introduced monthly itinerary adverts on Meta, each targeting a specific audience and featuring a sample three-day itinerary in a highlighted area. These ads consistently achieve high engagement rates, efficiently promoting local attractions, activities, and dining options.
Paid Social September – December
From September to December, paid social will focus on trending, seasonal themes like autumn colours, walks, October half-term, itinerary content, and Christmas staycations. These Meta adverts target last-minute bookers, families, cultural explorers, outdoor enthusiasts, and more, driving traffic to focused landing pages on https://www.visitwales.com
Addo Campaign
The Addo “safety in the outdoors” campaign wrapped up at the end of August. Early results indicate strong performance for the coastal-themed creative across Meta, Stackadapt, and YouTube.
Transport for Wales campaign
From mid October onwards we will be running a joint campaign with Transport for Wales promoting sustainable travel options along key routes such as the North Wales coastline, the Ceredigion coastline from Pwllheli to Aberystwyth and key lines running into Cardiff. The aim is to grow sustainable tourism in Wales by encouraging more visitors to travel by public transport. We will do this by:
- Normalising public transport —positioning it as an easy, enjoyable and sustainable way to reach holiday and short break destinations in Wales.
- Highlight key destinations in Wales that are accessible by public transport and encourage visits. Guided by 3 key priorities of seasonality, spend and spread.
Dogs: Wales by Tails 2025
Building on last year’s momentum, this year’s Wales by Tails campaign achieved 3.7 million impressions and generated over 1.58 million views. While the paid campaign has ended, we continue to embed the dog-friendly theme into ongoing content. For example, the WCP accessibility influencer will be bringing thier dog on her trip in September and last year’s influencer Amy Parry has recently shared another post highlighting her previous experience in Betws-y-Coed (Instagram and TikTok).
Please continue to share related content on social media and let us know if you’re offering new initiatives for our four-legged visitors.
