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Welsh tourism goes global
The Wales Tourist Board (WTB) ran its first-ever Wales-only overseas tv advert this month, thanks to additional marketing funding from the Welsh Assembly.
The advert, 'Wales - come live the legend', will reach an estimated five million people in Belgium and the Netherlands, a market that is currently worth £13m a year to the Welsh economy.
The advert begins as an animation of two people riding through the Welsh countryside, but then turns into reality - 'living the legend' - as they approach Carew Castle in Pembrokshire.
Roger Pride, director of marketing for the WTB, said: 'We know the Dutch and Belgian tourist is looking for open spaces, history and legend - and we know Wales can offer them all of that and more. Through this first overseas tv advert we can learn valuable lessons for future Wales campaigns.'
WTB has £5m to spend on overseas advertising until 2005. The US campaign, now in its second year, is called 'Wales - Go a little further'.
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