This dissertation examines the promotional tools that were implemented during the 2016 Visit Wales marketing campaign, the Year of Adventure. Adopting a deductive approach, the thesis uses a combination of academic literature, paired with qualitative and quantitative research methodologies to evaluate the effectiveness of the three key devices, which include public relations, advertising and digital marketing. Despite the in-house research conducted by Visit Wales that concludes the rising tourism figures witnessed throughout 2016 provide evidence of the campaign’s success, a series of self-completion questionnaires and telephone interviews targeted at the Welsh accommodation sector and tourists themselves offer a more critical view, which challenges this ideology. This thesis provides a more transparent overview of the marketing communications tools implemented during the Year of Adventure, assessing their impact and potential influence within the Welsh tourism industry.
Table of Contents
Introduction
Year of Adventure: Marketing Communications Matrix
1. Advertising
2. Digital Marketing
3. Public Relations
Research Methodologies and Findings
1. Quantitative Questionnaires
2. Qualitative Interviews
Conclusion
Bibliography
Research Objectives and Themes
This dissertation examines the effectiveness of promotional tools implemented during the 2016 "Year of Adventure" campaign by Visit Wales, aiming to evaluate its impact on the Welsh tourism economy through a critical, multi-methodological approach.
- Evaluation of integrated marketing communications (IMC) strategies
- Analysis of advertising, digital marketing, and public relations effectiveness
- Assessment of the campaign's resonance with different tourist demographics
- Investigation into the involvement and attitudes of the Welsh accommodation sector
Excerpt from the Book
1. Advertising
Perhaps the most widely discussed tool within the promotional mix is the role of advertising, which is defined as the impersonal communication of messages from an organization to its customer (Ogden and Rarick, 2010; 2; Morrison, 2015: 321). Although its origins can be traced back even to the earliest of civilizations, the modern-day understanding of the term largely refers to the implementation of mass media channels, including TV commercials, billboards, radio and film, in order to inform, educate and persuade the target audience (Tungate, 2013: 7; Bowdery, 2008: 45). Despite advancements in web technology, Wharton (2015) shares the view that ‘the television set is still a prominent feature of the home and an important source of screen advertising’ (2015: 5):
“’Television talk’ is a common feature of the household and often carried beyond its walls… The household or family share not only a home space but a local culture, which is important in the reception of advertising” (Wharton, 2015: 5)
With the help of The Orchard Media and Events Group and Cardiff-based design studio Smorgasbord, Visit Wales launched the Year of Adventure campaign in January 2016 with a 60-second television advertisement. Titled Find Your Epic, the DMO directly invited potential tourists to come and explore the range of activities that Wales has to offer; creative director Dylan Griffith explained the concept, stating that ‘Epic has always struck me as a very Welsh word, and we were determined to include it in some way as it perfectly summarises what we have on our doorstep here in Wales’ (Welsh Government, 2016b). Linguistically, the use of persuasive and direct language should garner the attention of the audience by creating a more personalised dialogue (Janoschka, 2004: 19), which directly relates to the first step of the AIDA model; the acronym, which stands for attention, interest, desire and action, details the steps that are required in making a high-involvement buying decision (Janoschka, 2004: 19; Tyagi and Kumar, 2004: 251; Lamb et al., 2009: 408).
Summary of Chapters
Introduction: Outlines the significance of Wales as a tourism contender and the role of the Destination Management Organization (DMO) in implementing the seven-year strategy.
Year of Adventure: Marketing Communications Matrix: Explores the promotional mix used during the campaign and the importance of integrated marketing communications for long-term brand equity.
1. Advertising: Analyzes the use of mass media, specifically the "Find Your Epic" television campaign, and its target audience appeal.
2. Digital Marketing: Discusses the role of social media and the official website as digital hubs for engaging tourists and B2B communication.
3. Public Relations: Examines PR tools and the importance of building credibility and community relations within the Welsh tourism sector.
Research Methodologies and Findings: Details the deductive research approach, combining secondary data with primary qualitative and quantitative methods to assess campaign success.
1. Quantitative Questionnaires: Reports on survey findings regarding tourist awareness and the influence of marketing on travel decisions.
2. Qualitative Interviews: Presents insights from the Welsh accommodation sector regarding their involvement and satisfaction with the campaign.
Conclusion: Synthesizes findings, highlighting the discrepancy between government-claimed success and actual industry participation.
Bibliography: A comprehensive list of academic literature and official documents used to support the dissertation.
Keywords
Integrated Marketing Communications, Tourism Marketing, Visit Wales, Year of Adventure, Destination Management, Advertising, Digital Marketing, Public Relations, Qualitative Research, Quantitative Research, Stakeholder Engagement, Brand Equity, Tourist Behavior, Marketing Mix, Wales Tourism.
Frequently Asked Questions
What is the core focus of this dissertation?
This work evaluates how integrated marketing communications (IMC) supported the Welsh Government's 2016 "Year of Adventure" campaign and its impact on the Welsh tourism industry.
What are the primary themes discussed?
The research centers on promotional mix elements: advertising, digital marketing, and public relations, while also exploring destination branding and stakeholder relationships.
What is the main research objective?
The objective is to identify the campaign's specific impact on the Welsh tourism economy and its effectiveness in positioning Wales as a leading adventure destination.
Which methodology is employed?
The thesis uses a deductive and transformative approach, incorporating both quantitative surveys of tourists and qualitative telephone interviews with accommodation providers.
What does the main body cover?
It provides a theoretical framework for destination marketing, followed by an analysis of how advertising, digital platforms, and PR strategies were implemented and perceived.
Which keywords characterize this work?
Key terms include Integrated Marketing Communications, Destination Management, Tourism Strategy, Stakeholder Engagement, and Marketing Effectiveness.
How did B&Bs respond to the campaign?
The research reveals that many smaller businesses felt disconnected or uninterested, citing budget constraints and a perceived bias toward government-funded large-scale attractions.
Does the campaign reflect a total success?
The dissertation challenges official government figures by highlighting that a significant portion of surveyed tourists and local businesses remained largely unaware of or unengaged by the campaign.
- Citar trabajo
- Amy Nutty (Autor), 2017, In what ways did integrated marketing communications aid the Welsh Government’s Year of Adventure campaign?, Múnich, GRIN Verlag, https://www.grin.com/document/379626
