Written question WQ86709

The campaign will be evaluated and tracked throughout the tournament as well as after its conclusion. The range of evaluation is comprehensive and specific to the areas of activity i.e. from business to tourism and overall awareness raising of the nation. It includes two principal areas:

Brand tracking: a high proportion of the campaign activity is Cymru Wales awareness and interest focused, and tracking being done uses digital channels, search insight (e.g. behaviour online and search terms) and social and media monitoring to measure the lift in interest and positive sentiment for the nation.

Outputs and outcomes specific to the detailed digital activity: outputs being tracked include impressions, traffic to our websites, video views and growth in followers and engagement on social media channels. In addition, specific outcomes will be further evaluated in relation to changes in customer attitudes and behaviour that demonstrate a higher awareness or affinity for Wales i.e. that result in positive decisions to consider visiting and investing.

Specific outcomes will be further evaluated in relation to changes in customer attitudes and behaviour that demonstrate a higher awareness or affinity for Wales.

In addition to the above, the range of activity, enabled by Welsh Government’s support for partners, will be taken into consideration during final evaluation.