Sell Sell Sell Sell - Wales to the world, Please

Fact: People will only want to come to Wales if they know where it is & what it has to offer.

Fact: Every time Cardiff Airport, talks to a potential airline partner about flying to and from Cardiff: they are selling Wales.

We’ve done a lot of learning in the six months we’ve been running this campaign and this is one of the things we’ve learnt. Like any product it is a lot easier to sell if there is already some brand awareness in the first place. If you see a Mercedes, a VW or an Audi youe are reassured because you know the brand and you have been positively influenced to attribute qualities of reliability, good design and German engineering to those brands. What do you think when you see a brand of car or anything else that you’ve never heard of ? You feel unsure and not confident in the product ?

Wales is a product and unless the people whose job it is to sell Wales to the rest of the world raise their game then Wales will remain relatively unknown outside of the UK. The Welsh economy will then be denied the benefits of incoming tourists unless this changes.

So a plea to the people whose job it is to sell Wales

•    Raise your game
•   Be clear about what the Unique Selling Point(s) of Wales are
•   Clearly articulate them, then articulate them again, and then articulate some more what those attributes   and brand qualities are …………

Then Cardiff Airport might stand a chance and our vision of a world class airport for a world class city will become a reality.