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Wales Coast Path: Marketing and the Opening Llwybr Arfordir Cymru Marchnata ac Agoriad

Wales Coast Path: Marketing and the Opening Llwybr Arfordir Cymru Marchnata ac Agoriad. Jim Embrey Visit Wales/ Croeso Cymru 22nd March/ Mawrth 2011. Progress to Date Datblygiad hyd yma. ‘Dragon Shell’ Brand Established and Launched Brand ‘Cragen Y Ddraig’ wedi’w sefydlu a’i lawnsio.

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Wales Coast Path: Marketing and the Opening Llwybr Arfordir Cymru Marchnata ac Agoriad

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  1. Wales Coast Path:Marketing and the OpeningLlwybr Arfordir CymruMarchnata ac Agoriad Jim Embrey Visit Wales/ Croeso Cymru 22nd March/ Mawrth 2011

  2. Progress to DateDatblygiad hyd yma ‘Dragon Shell’ Brand Established and Launched Brand ‘Cragen Y Ddraig’ wedi’w sefydlu a’i lawnsio

  3. The heart of the brand – discoveryCalon y brand – darganfod At the heart of the Wales Coast Path brand is ‘discovery’. The line ‘Discover the shape of a nation’ is part challenge and part invitation. When we ask people to ‘discover the shape of a nation’ we do so creatively, and focus on those aspects that really make our coastline, our people, and our country different. We encourage exploration and the feeling that there is always something new to learn, experience and enjoy. Calon brand Llwybr Arfordir Cymru yw ‘darganfod’. Gall y llinell ‘Darganfod hanfod y genedl’ fod yn her a hefyd yn wahoddiad. Pan rydym ni’n gwahodd i bobl ‘ddarganfod hanfod y genedl’ fe wnawn ni hynny’n greadigol, gan ganolbwyntio ar yr agweddau hynny sy’n gwneud ein harfordir, ein pobl a’n gwlad yn wahanol. Rydym yn hannog archwilio gyda’r ymdeimlad bod rhywbeth newydd i’w ddysgu, ei brofi a’i fwynhau o hyd.

  4. The AudienceY Cynulleidfa • CerddwyrBrwdfrydigareigwyliau • YmchwilwyrAnnibynnol • TrigolionLleol • YmwelwyrDyddiol • AnhawsterSymudol/ Mynediad • GrwpiauDiddordebauArbennig • Beicwyr a marchogwyr • HeriauElusen • Busnesau • DarparwyrGwybodaethTwristiaeth 1. Walking Enthusiasts on Holiday 2. Independent Explorers 3. Local Residents 4. Day Visitors 5. Mobility / Accessibility Restricted 6. Special Interest Groups 7. Cyclists & Horse Riders 8. Charity Challenges 9. Businesses 10. Tourist Information Providers

  5. Marketing 1Marchnata 1 £300,000 allocated now to end 2012 £300,000 wedi’w glustnodi at diwedd 2012 Wales Coast Path Communications Committee in place to administer: Pwyllgor Cyfathrebu Llwybr Arfordir Cymru mewn lle i weinyddu : WAG (DESH +VW), CCW, WLGA, Ramblers Pembrokeshire Coast National Park team appointed to lead on marketing Tim Parc Cenedlaethol Sir Benfro yn arwain ar y marchnata.

  6. Marketing 2Marchnata 2 Ramblers accessing Heritage Lottery funding to support community engagement officer November 2011 to Nov 2013 Cerddwyr yn derbyn cyllid o’r Loteri Treftadaeth i cefnogi Swyddog Ymgysylltu a’r Gymuned o Tachwedd 2011 i Tachwedd 2013. BBC TV on verge of commissioning full Britain TV show (1 hour) or Wales series (6 x 30 minutes) ~ ‘Springwatch meets Coast’. BBC TV ar fin comisiynu Rhaglen Teledu Prydain cyfan (1awr) neu cyfres Cymru (6x30 munud). ~ ‘Springwatch meets Coast’

  7. Planned Marketing ActivityCynllun Marchnata • Online Strategy ~ web site, enewsletters and social media Strategaeth ar lein ~ gwefan, e-gylchlythyr, cyfryngau cymdeithasol 2 . Public Relations ~ locally, nationally, UK and internationally Cysylltiadau Cyhoeddus ~ Lleol, Cenedlaethol, Rhyngwladol. 3 . Print ~ brochures, guidebooks and interpretation Argraffu ~ pamffledi, arweinlyfrau a dehongliad 4. Other Promotion ~ walking festivals and charity events, celebrating those who walk the whole length Hyrwyddo eraill ~ gwyl cerdded a digwyddiadau elusen yn rhoi clod i’r rhai sydd yn cerdded y llwybr cyfan. 5. Commercial Opportunities ~ guided walks, apps, and merchandising Cyfleuoedd Masnachol ~ cerdded tywysol, apps a cynyrch • Stakeholder Communications ~ buy-in, engagement and sponsorship Cyfathrebu rhandeiliaid ~ cyswllt a noddi.

  8. Wales Coast Path Openings Agoriadau Llwybr Arfordir Cymru

  9. Official Grand Opening ~ May 2012Agoriad Swyddogol ~ Mai 2012 • Many many enthusiastic ideas Llawer o syniadau brwdfrydig. • Concept of local mass participation charity events • Syniadau am ddigwyddiadau elusen lleol • Possibly coupled with elite athletic event • O bosib ynghyd a digwyddiad athletaidd • Emphasizing all forms of access: walking, less-abled-access, horse-riding and cycling Pwysleisiad ar pob math o fynediad, cerdded, i’r anabl, beicio a marchogaeth • Need for planning and resourcing understood • cynllunio a darparu

  10. OpportunitiesCyfleoedd Discover the Shape of Your Nation Darganfod hanfod eich genedl • Celebratethe Wales Coast Path and use it as your local asset / Dathlwch Llwybr Arfordir Cymru a’i defnyddio fel eich ased lleol • Link accommodation, catering, shopping and events with it / Creu linc rhwng lletai, arlwyo, siopa , digwyddiadau a’r llwybr • Work with your neighbours to create weekend walking breaks so people can walk the WCP in bite-sized chunks / Gweithiwch gyda’ch cymdogion i greu gwyliau cerdded penwythnos fel y gall pobl gerdded y Llwybr mewn darnau bach 4. Visit Wales sees WCP potentially as strong a ‘unique selling proposition’ for Wales, as wildlife tourism or mountain biking / Mae Croeso Cymru yn gweld Llwybr Arfordir Cymru yn ‘gynnig gwerthu unigryw’ gyda’r potensial i fod yr un mor gryf a twristiaeth bywyd gwyllt neu beicio mynydd

  11. Thanks / Diolch Jim Embrey Visit Wales, Welsh Assembly Government Jim.embrey@wales.gsi.gov.uk 0300 062 5331

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