Wales Cymru

We see and do things differently here in Wales. We don't hide behind clichés and marketing made up-ness. We value our way of life and the way we do things. And we should tell people about it, in our own way. So if you're talking about golf, do it in a Wales way. After all isn't it more fun to tell people they don't have to be rich, they don't have to be men and they certainly don't have to wear Rupert the Bear trousers?

We talk with our own voice.
Not with advertising mumbo jumbo. We're straight talking, we have a sense of humour and we're down to earth. And this needs to come through in whatever we're talking about.
Try and use short, sharp sentences.
They're more friendly and fun. And having fun is important. Who else would talk about wellies when talking about art?

We show our pride and passion for Wales.
And so we should. Wales is brilliant. But we shouldn't do it in an arrogant or preachy way, that just isn't us. Take the Wales Millennium Centre. We don't wax lyrical about award winning architecture. To us it's a working building. It has ballet, opera, dance. All under one roof type thing. It's not chest-beating or showing off. It's just proud. In a down to earth, friendly, wry type of way.

Yes we have beautiful scenery and museums full of heritage here in Wales. But that’s not all we've got. We're choc a block full of original thinkers and doers. People and companies who are making some exciting things happen in Wales. Take the National Assembly for Wales building or Senedd, to give it its Welsh name. We thought it would be a great idea to build it from sustainable materials. But we didn’t just think it. We did it. Promoting sustainable development is even in our constitution. Another bit of original thinking.

Coalmines. Sheep. Rain.
Just a few of the stereotypes associated with Wales. We shouldn't use them to lead our communications. But sometimes it's fun to turn them on their heads. Take coalmines for example. We're as proud of what they once were, as we are of what they've become. In this case, a great business centre.

Couples strolling hand in hand on a sun drenched beach. Businessmen in shiny suits shaking hands with fake smiles. Images you've seen a million times. It's not very Wales. Its what everyone else does. Avoid these traps. find a more surprising and real way of talking about Wales. Rain, for example, it rains a lot in Wales. Don't pretend it doesn't. Celebrate it. Rain is good. It makes our countryside green. Our pubs warm and cosy. And our farmers incredibly happy.

Research is good. But research isn't just reading books or looking on the internet. Explore, talk to people, you may find something that surprises you, chances are it will surprise the people you're talking to. Just make sure when you're telling the story, you tell it in a friendly way. Dropping a few facts in here and there is fine, it'll make the story more authentic. And remember true stories are always better than made up ones.

We all know the usual communications channels:  adverts, direct mail, websites. They're all great. But sometimes there may be a less obvious, more interesting, more relevant way to get our message across. Talking to international businessmen?  Why not make a film with International Business Wales employees and their clients, coming together to solve a giant maze. Then show it as part of the in-flight entertainment on 15 different airlines.