Brand objectives

All Visit Wales marketing falls under the Cymru Wales brand, which is now consistently used to promote Wales in the UK and beyond as a place to visit, invest, work and study. With a strong emphasis on projecting Wales as a distinctive place to visit through landscape, culture and adventure, the brand is brought to life with creative and compelling campaigns, such as Year of Outdoors in tourism. The award-winning brand identity is striking – and features the familiar Draig logo, an iconic font, and a strong photography style. And whilst the brand is in part about the way we present Wales to the world, it also aims to inspire new products, experiences and events across the country. Like this plan, the brand is rooted in the concept of ‘Bro a Byd’ – that we can excel in Wales when the local meets the global in a way that feels authentic, creative and alive; and we want that idea to be reflected not just in marketing campaigns, but on the ground across the country. The brand is also underpinned by five core objectives – which almost serve as a checklist for new ideas, products, and campaigns. In future, we will use these objectives to help shape our activity, within Visit Wales and across the industry as we seek to ensure that our work serves to: – Elevate our status – Surprise and inspire – Change perceptions – Do good things – Be unmistakably Wales.

Through this plan we want to embed this way of thinking in our approach not just to tourism marketing – but also to the future development of our sector.