The 'Visit Wales' campaign, which unsurprisingly encourages people to choose Wales as their next holiday destination, is being rolled out to cinema-goers in Germany.
The campaign is timed to run through February and March, traditionally a time when many Germans book their vacations. The in-cinema ad will be supplemented with a digital marketing campaign as well as print ads in popular German magazines. However, what's unique about the in-theater ad is that it demands audience's attentions and makes full use of cinematic visuals and sounds to force a message into the minds of movie-goers.
Given that much of Wales' appeal as a tourist destination has to do with its spectacular natural beauty, the use of large-screen advertising to promote the Visit Wales campaign only makes good sense.