THE Welsh brand must be reinvigorated to tackle negative perceptions of the country, Deputy First Minister Ieuan Wyn Jones told business leaders in London last night.
The Assembly Government’s office in London will be overhauled as part of an effort to banish damaging stereotypes and the search is on for a follow- up event to last year’s Ryder Cup.
It is understood that Wales may seek to hold a Champions League final in order to raise the profile of the country around the world.
Mr Jones was backed by Wales’ business leaders last night who said the country was still viewed as being “a good place to source one’s Sunday joint” but largely a “backwater” in industry and career terms.
Plaid Cymru leader Mr Jones said: “We need to raise awareness of Wales across the world – particularly in those key markets we want to be involved in.”
He pledged there would be “much more focused branding of Wales, right across the Assembly Government”.
This latest drive to scorch away unhelpful images of Wales follows a high-profile complaint earlier this week by the Federation of Small Businesses that there had been a “real failure” to “brand and market Wales effectively as a tourist destination”.
It is understood that efforts will be made to counter negative stereotypes about “unfriendliness” towards tourists.
Rather than seeing the Welsh language as an obstacle to tourism, there is growing confidence that it can make Wales stand out as a distinct nation and an interesting place to visit.
However, there is recognition that in order to exploit the popularity of short breaks people must not have negative ideas about difficult and slow traffic across Wales.
At the heart of the work is an acceptance that the hope of a grant is not enough to persuade modern investors to come here. However, the promise of a high quality cosmopolitan lifestyle in a beautiful country could make the crucial difference in helping executives make a decision.
The Deputy First Minister also wants Welsh people living and working outside Wales to sell the benefits of the nation, and for people who have found success within its borders to also help change attitudes.
He said: “The best people to sell Wales are businesspeople themselves because they have actually done it. They know what we can offer.
“It is clear that we need to reinvigorate the Welsh brand to highlight our successes and tackle negative perceptions. Through [the economic renewal strategy] we will develop the Wales brand – particularly around our support offering for business. We have already made a good deal of progress with the Wales brand being significantly strengthened by the success of the last year’s Ryder Cup – but there is further work to do.
“We recognise London is a key location where opinions are formed. That is why we will strengthen our London office in respect of its significance.
“Our presence in London is vital to securing the levels of inward investment and trade that is integral to our economy.”
Elliot Pill, a branding expert at Cardiff University who has led campaigns for Reebok, Coca-cola, Motorola and Pioneer, suggested the focus should be on changing the perceptions of people already living in Wales.
He said: “If I was looking at a marketing strategy I’d focus on retaining talent.”
Arguing that this would make Wales a more attractive destination for business, he said: “If you retain talent, that’s going to attract inward investment. If you look at Silicon Valley or West Coast America, if you’re an internet entrepreneur, that’s where you head.
“It’s because it retains its talent. That’s where everybody goes because you’re going to be working with the best.”
Wales is not the only country which has to adapt to changes in industry, he said, adding that most people had “warm words” and “positive attitudes” towards the nation.
He said: “We are far more used to hearing Geordie or Bristol or Welsh accents on TV or radio. That whole engagement with nationhood is much, much more apparent.”
