Written question WQ86710

The Cymru Wales nation brand was developed in 2016 and informed by contemporary audience and market insights that helped to shape core brand objectives and values; it has the use of Welsh language at its heart. On global campaigns, as with domestic marketing, the Welsh language continues to feature prominently, for example all three of the main films created to promote Wales internationally in the lead-up and during the FIFA World Cup include Welsh. Social media assets featuring Welsh words, graphics and songs have been created and are being used throughout, often alongside the languages of other nations.

Engagement with Visit Wales’ content internationally is positive in relation to messaging and Welsh language has been used over the last 6 years as a prominent tool to highlight our culture and uniqueness on a global stage, providing a strong sense of place and promoting Wales as a bilingual, outward facing nation to both our international and domestic audiences.

Visit Wales’ activity has a direct link to Theme 3 of Cymraeg 2050 by creating a positive context for promotion of Welsh language and culture.