Amy Nutty: In what ways did integrated marketing communications aid the Welsh Government’s Year of Adventure campaign? [PDF]

Bachelor Thesis from the year 2017 in the subject Communications – Public Relations, Advertising, Marketing, Social Media, grade: 78.00, Swansea University, course: Media and Communications, language: English, abstract: 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.