Also featured is music from singer Cerys Matthews who advises visitors to "pack an open mind, a sense of adventure, and an appetite for discovery". The advert will start Wales Tourism Week and will be shown across the UK and Ireland.
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| Abersoch Beach, North Wales |
The advertisement can claim a strong pedigree, being directed by Marc Evans, who worked on Welsh detective series Hinterland, and tells visitors to come fully packed and "ready for anything".
Marc says he wanted to evoke memories of a favourite holiday and said that making the advert was a “dream job”. "It's a big little country Wales, ever changing in terms of weather and light and also in the way it presents itself to the world," he said.
"You think you know it and then it surprised you with another face. There's a lot to be proud of but it can be elusive too. A big challenge to capture in a commercial!"
Singer Cerys Matthews provided the music to accompany the TV advert, which is a modern interpretation of the traditional Welsh song 'Mil Harddach Wyt Na'r Rhosyn Gwyn'.
Wales' Economy Minister Edwina Hart hoped that it would tackle misconceptions about Wales. She said that the campaign was part of the Welsh government's commitment to tourism, which generates £5bn a year to the Welsh economy.
She added, “We're lucky in Wales to have such a huge range of activities, experiences and products to enjoy and share with our visitors. Some of our recent consumer research work however suggested that people aren't necessarily aware of all the great things to see and do here in Wales, so this campaign tackles that misconception head on."
Wales Tourism
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