Inspirational South West Wales

A ‘Sense of Place’ campaign for the region
www.inspirationalwales.com

 The Inspirational South West Wales campaign includes the wider cultural aspects of S W Wales including Dylan Thomas and other literary figures who found, and continue to find, the landscapes and culture of the region inspirational. From artists to poets and everything in between, the campaign celebrates regional culture and product – from food and farmers markets to performance venues, language and our spectacular environment and landscapes - everything that makes South West Wales such a unique destination.

The original cultural campaign, Writers’ Routes (strap line ‘Literary Journeys in South West Wales’) highlighted the links in the region to poet Dylan Thomas. The Welsh, ‘Llefydd ein Llên’ translates to ‘the places of our literature’ and that’s what Writers’ Routes aimed to convey. In the initial 12 -24 months the focus was on discovering the links and landscapes relating to Dylan Thomas and closely linked to the 50th anniversary of the poets death and the commemoration of such.

The Writers’ Routes Consortium included the SW Wales Tourism Partnership, Carmarthenshire County Council, City and County of Swansea, Neath Port Talbot County Borough Council, Pembrokeshire County Council, Ceredigion County Council & Cei Dev Ltd (New Quay) in association with Carmarthenshire Tourist Association, Neath Port Talbot Tourism, Tourism Swansea and Pembrokeshire Tourism.

However, in the last 12 months the initial campaign and as such the consortia that directs it has broadened to include additional literary and artistic links and also the wider cultural aspects of SW Wales. Essentially, It has developed into a ‘Sense of Place’ campaign in many respects and has been re-branded as ‘Inspirational South West Wales’ although it still retains a Dylan Thomas theme within it.

For examples of some of the online advertising currently in use click on the link below

Campaign objectives

Through the implementation of the Inspirational South West Wales campaign, the consortium wishes to:

• Promote South West Wales’ literary and cultural heritage to a consumer audience
• Increase visits to literary attractions, galleries, craft outlets and restaurants, trails, events and performances within the region
• Increase the number of overnight stays in the region
• Encourage interaction between consortium members

Target market

Inspiration South West Wales target market is defined as:

• Short break-takers: Aged 35-74, living in south east and London, south west and Midlands.
  
  

Product

The consortium includes local authorities within South West Wales and private and public sector attractions, exhibitions and events.

Visit www.swwtp-consortium.co.uk for more information.