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Having turned many heads and appeared in many selfies over the past few weeks, Visit Wales’ EPIC art installation now continues on its tour.

First published:
25 August 2016
Last updated:

This was published under the 2016 to 2021 administration of the Welsh Government

EPIC will appear at the popular National Trust site from Thursday 25 August  - ready for the bank holiday weekend. 

The giant mirrored letters, reaching 4 meters high and 11 meters wide, forming the word EPIC is part of the latest phase of Visit Wales’ marketing campaign to promote Wales as an adventure destination. It will pop up unannounced at locations across the length and breadth of Wales over the summer. 

Gower has been an inspiration for Year of Adventure ambassador Lowri Morgan  as she was brought up in the area. This week, she’s taking on her own epic challenge as she runs from Llanberis to Penyfan via the three Welsh Peaks – a total of 160 miles in three days. Lowri, said: 

“Gower has played such an important part in the way I prepare for any of my adventures. I like to think of Wales as my Green Gym and Blue Gym, everything you need is right on your doorstep, you can be swimming in the sea in the morning and running a mountain in the afternoon. The beauty of Wales’ landscapes is also such an inspiration – once you get outdoors and try something new – you’ll be hooked. I’m looking forward to my adventure this week and it will be a real chance to see how Epic Wales can be!"

Cllr Robert Francis-Davies, Swansea Council’s Cabinet Member for Enterprise, Development and Regeneration, said: 

“We’re delighted to be welcoming the Visit Wales EPIC art installation as part of the Year of Adventure marketing campaign. It’s only fitting that the installation should come to Rhossili, which regularly wins award after award internationally for its beauty. It’s the type of destination that defines epic and inspires adventure, with Gower being an ideal spot to experience activities ranging from surfing and horse riding to orienteering and mountain biking, attracting visitors all year round. Gower’s importance to the local economy can’t be overstated. It makes a considerable contribution to a tourism industry that’s now worth more than £400m a year to Swansea Bay, supporting thousands of jobs. This is why we use stunning images and videos of Gower so often as part of our destination marketing activities.

“The EPIC art installation will further raise Swansea Bay’s national and international profile, helping to attract even more visitors to both Gower and the other wonderful destinations within our area in the future.”

Justin Albert, National Trust Director for Wales said: 

“Rhossili has been used as a location for many thought-provoking scenes in recent years – from Doctor Who and Torchwood to major advertising campaigns and even Hollywood films.

“We know it is an epic location and we feel it is right to show it off to the world and encourage visitors to come along. We are pleased to be part of this initiative highlighting iconic locations in Wales and hope it encourages many visitors – local and from further afield – while it is there.

“The installation is only temporary but looking after Rhossili and Gower is for ever. So we’d appeal to all those visiting and enjoying the site to also take time to think about how we can keep this wonderful place at its best for generations and generations to come – something we do in National Trust Wales every day.”

Roger Button, chairman of Tourism Swansea Bay & owner of Pitton Cross Camping Caravan Park said 

“We are delighted that Rhossili has been chosen as one of the EPIC sign destination points; we have been following the trail of the EPIC sign on social media.  Gower celebrates 60 years this year of being the first designated Area Of Natural Beauty (AONB) – the location of Rhossili, Worms Head and Llangennith is truly ‘EPIC’ with spectacular views and sunsets;  it has been used in numerous film locations over the years and was used as a showcase location in the opening ceremony in the London 2012 Olympics.  The Visit Wales Themed Year – the Year of Adventure – marketing campaign, has been welcomed by the trade, with many trade operatives saying have had an EPIC year so far. There is much talk and enthusiasm locally about the arrival of the sign, with many already set to visit it” 

This innovative travelling art installation will act as a focal point for visitors’ selfies and is designed to encourage image and content sharing on social media using the campaign hashtag #FindYourEpic. The tour is supported by an integrated campaign consisting of PR and other media activity including digital advertising, e-mail marketing and social media activity targeting families and visitors in our core regions in North West England, The Midlands, Yorkshire, London and the South East.  

Designed by Visit Wales’s creative agency, Smorgasbord, the EPIC letters have been made by Wild Creations, the Cardiff-based company that created the ‘Ball in the Wall’ at Cardiff castle for the 2015 Rugby World Cup. 

The EPIC word has been produced with a mirror coating designed to reflect the beauty of the Welsh landscape.  The installation took three weeks and four people to build, and each letter weighs a staggering 350kg. Ten people will be needed to install it in each location.