The Wales Tourist Board (WTB) is on the hunt for a London-based
media consultancy to take on the brief of raising the country’s profile
as a tourist destination within the London-based consumer media.
Despite the resurgence of Wales in the shape of Cool Cymru, led by
musical artists from the Manic Street Preachers and Catatonia’s
frontwoman Cerys Matthews, to Tom Jones, WTB communications chief Robin
Gwyn says it is still difficult to raise the profile of Wales as a
He said: ’There is only so much you can do from Cardiff, you really need
someone in London knocking on doors and making contacts. The appointment
of a PR agency will bring an extra stormtrooper into the armoury.’
Gwyn said the move had come largely in response to the difficulty the
organisation had found in promoting Wales to London-based consumer
titles from its base in Cardiff:
’We find the London-centric media a challenge with its agenda geared
largely to the south east so we need to make a special effort,’ Gwyn
The PR agency will work alongside the WTB’s retained marketing agency,
FCA, reporting to Gwyn and focusing on increasing the amount of coverage
of Wales in national consumer magazines and newspapers.
Details of budget have yet to be decided although Gwyn said it would be
a large chunk of the WTB marketing budget for the year.
Wales competes with Scotland and Ireland as a UK tourist destination but
has a small marketing budget by comparison.