Wales will be playing at our first world cup for 64 years! This provides an unprecedented opportunity to showcase Wales as a distinct nation on a global stage, especially as we are drawn in a group which also includes England and the USA, so we have a significant Cymru Wales nation brand campaign running for the coming weeks.

The Cymru Wales world cup marketing campaign is focused on the people of Wales, it’s an invitation from a warm, welcoming country. The campaign has a real, natural, colloquial feel conveying that everyone’s welcome – wherever you’re from there’s a place for you here.

A suite of content is available showcasing our people, culture, community and landscape – a portrait of a modern, progressive and diverse country that’s welcoming the world in.

There is a whole range of assets and market specific content which you could use in your activities including social media handles and hashtags, photography assets, multi-lingual video and digital assets.

Multi-lingual video and digital assets 

Please amplify This is Wales channels (English content) and Croeso Cymru (Welsh) wherever possible.

Hero content

  • CROESO – welcome to Wales
  • NATION – telling the world about our nation
  • FOOTBALL – an energising football specific edit of Wales celebrating the world cup - embargoed until evening of Friday 18th November. 

Hero content is available in different languages to post organically on your platforms or at events. These will be updated as new content becomes available.

The links include:

  • All hero films (CROESO, NATION, FOOTBALL) available in 1:1 / 16:9 / 9:16
  • Additional social assets, with 15s and 6s cut downs across all languages.

Photography assets

We have an online asset library of over 30,000 images of Wales and an up-to-date catalogue of pan-Wales HD video footage for use as B-roll, including ground and aerial from drone and helicopter. Both are available without fee for non-commercial usage. The aerial showreel below features highlights of the footage available.

  • You can register for access to search and download photography on our assets library
  • For access to the B-roll catalogue, or if you are looking for something specific, please contact: imagesupport@gov.wales
  • World Cup Gallery, with campaign specific and football related images 

This is Wales magazine

This is Wales 2022-23 accessible PDF can be downloaded from here: Visit Download Wales

Social media handles and hashtags

Please follow and amplify content.

Main platform

Supporting platforms

Hashtags

  • #cmoncymru
  • #timcymru22
  • #teamwales22

Campaign websites

New articles featuring stories from the people of Wales, relevant to international audiences.

English www.wales.com
Cymraeg www.wales.com/cy + www.croeso.cymru/cy
French www.wales.com/fr
Spanish www.wales.com/es
German www.wales.com/de
Japanese www.wales.com/ja

Also the Cymru Wales World Cup media centre is now live - World Cup Media | Wales. As well as the global media pack, there are also specific packs for the US, France, Spain, Netherlands and Germany. The stories link through to Discover Wales | Wales.com and have zip files with images, text etc. to download.

As well as nation level activity we are also delivering specific tourism activity:

Expedia partnership Discover the land where legends are made. (expedia.com)

We have a significant partnership running with Expedia which went live week beginning 7 November 2022 and will run until the end of February 2023.

Discover Wales | Expedia FR
Discover Wales | Expedia DE
Discover Wales | Expedia NL

We are also using the opportunity of Wales’s heightened profile to maximise the legacy through working with the Travel Trade.

Wales had enhanced participation in VisitBritain’s Destination Britain North America (Washington DC) event and a strong presence at World Travel Market. We’re at Meet the French Trade with VisitBritain in November. In the first quarter of 2023 Wales will exhibit at ITB Berlin, Vakantiebeurs Utrecht Trade/Media day, and we are working in partnership with Marketing Manchester (as a gateway).

Wales is in Group B. Fixtures include:

USA v. WALES – 21 November 2022

WALES v. Iran – 25 November 2022

WALES v. England – 29 November 2022

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