Cardiff & Wales
In order to promote Cardiff and Wales as travel destination in combination with the direct KLM-flight from Amsterdam, Zapper PR executed a marketing campaign. The campaign covered multiple channels to reach different audiences.
Objectives
The goal of this campaign was to reach press, travel trade and travellers with the message that Wales is a wonderful travel destination. This to develop tourism to Wales from the Netherlands, Belgium and Germany.
Activity
Zapper PR arranged the destination and product development for KLM’s direct flight from Amsterdam Schiphol Airport to Cardiff Airport. To promote the flight, Cardiff and Wales as holiday destination and to increase sales, awareness and knowledge about the destination on the Dutch and German market.
- Digital sales platform
- Product development
- Trade liaison
- Trade communication
- KLM media campaign
- Fam trip
- Press trips
- Consumer Activation
Solution
To inform press and trade about the travel opportunities to Wales we organised a boat trip through the beautiful canals of Amsterdam. After a presentation, Visit Wales organized a quiz for their guests. The participants who paid attention during the presentation were able to answer all questions, it was nice to see how enthusiastic the feedback was from our guests. 40+ guests attended the event, a good mix of travel journalists from daily news papers and lifestyle magazines, travel bloggers and our partner Tour Operators.
Furthermore, Zapper PR launched the website Discover Wales in the Netherlands, Belgium and Germany. The websites present holiday packages from trusted tour operators. After the live date we started our marketing & PR machine to generate website traffic. Together with our partner tour operators we started selling destination Wales. Zapper PR takes care of lead generation, contracts and follows the booking requests. During our campaign Visit Wales has seen an increase of incoming tourism from the Netherlands, Belgium and Germany, we are very happy with this achievement.
