The Wales Tourist Board has revamped its identity with design and positioning by Springpoint.
“Changing the identity was part of a process of coming up with brand positioning for Wales here and overseas,” says Wales Tourist Board director of marketing Roger Pride.
The previous Wales branding drew heavily on the Welsh flag and a “characterful” but arguably old-fashioned Celtic script, says a Springpoint spokeswoman.
“It became clear the existing image was not appropriate for all market segments,” adds Pride.
Springpoint was appointed over a year ago, and came up with the positioning: naturally reviving. “It’s about escapism, a re-creation of yourself,” says group senior consultant Deirdre Davidson.
The “released” dragon featured in the marque is intended to imply optimism, revival and looking to the future.
The identity follows on from the relaunch of the English Tourist Board marque last summer by Team Saatchi (DW 25 July 1997).