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International industries, home grown enterprises and pioneering start-ups based in Wales are the stars of a new highly focussed business marketing campaign to attract more inward investment to Wales.

First published:
14 November 2016
Last updated:

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

More than thirty companies – of all sizes and from all key economic sectors across Wales - are not only fronting the Welsh Government’s 'This is Wales' campaign but backing and promoting it through filmed interviews and written articles.

Based on their own experiences and in their own words they tell the world exactly what Wales can offer businesses. The overriding message is that Wales open for business and is a great business destination to start, grow and invest in.

Following the Brexit vote, the campaign supports the Welsh Government’s drive to sell Wales to the world.

Economy Secretary Ken Skates is describing  it as “a compelling campaign supported by businesses that will resonate with businesses”.

Advocates include Aston Martin - one of the latest high profile companies to invest in Wales, established companies like FTSE 100 Admiral, global players like Airbus, GE Aviation, adrenalin fuelled attractions like Zip World and thriving financial service sector companies like Deloitte.

They appear in the campaign alongside film production companies, home grown food and drink specialists, hi-tech global leaders like IQE, innovative pioneering businesses like Riversimple and internationally expanding life science companies like Trackcel and Zimmer Biomet.

All highly successful companies, they talk about how they’ve benefited from being based in Wales, what attracted them to Wales, how they’ve grown their business in Wales and why they’d encourage others to come to Wales.

The quality of the workforce, links to good universities, high productivity levels, excellent business networks, collaborative opportunities, good infrastructure and transport links and quality of life are all cited as strong plus points.

The benefits of a strong, pro-business, devolved government that cuts through red tape, reacts swiftly and is committed to supporting business growth were quoted as a key benefit that is hard to replicate anywhere.

Economy Secretary Ken Skates said: 

“Quite frankly there’s nothing more convincing or compelling than a business telling other businesses why they came to Wales, how they’re grown their business here, what the benefits are, why it’s been such a great choice for them and why they’re encouraging others to follow suit.

“ It’s certainly a very strong endorsement and these messages from businesses will resonate with the businesses we are targeting -  senior business leaders, decision markers with responsibility for board level investment and operational decisions as well opinion formers.

“We’re operating in a highly competitive market with many investment promotion agencies operating across the UK, Europe and indeed the world, so we need to make our mark and make it clearly.

“'This is Wales' forms part of our on-going business confidence campaign and follows on from successfully attracting record levels of inward investment to Wales over recent years.  The decision to leave Europe means it is more important than ever to get out there, make our mark and let the world know what exactly Wales can offer businesses.

“We want to elevate the status of Wales, ensure Wales is seen as a credible option for inward investment and that we are on the list of destinations being considered.”

The comprehensive and integrated campaign to attract inward investment includes a new website: (external link), a business magazine to be produced and updated annually with an overview on Wales, its economy and the strength of the different sectors supported by a series of articles from businesses.

This will be backed by eight stand alone sector specific publications, video interviews, advertisements in national business titles, online activity and social media. The literature will be distributed across the world

The first phase of the campaign runs up to Christmas with adverts in key publications that include The Financial Times, The Times, The Economist and Newsweek.

The target audience initially are national and international businesses based in and around London and the Midlands that are looking to expand. It will then reach out to a global audience through the Welsh Government’s network of overseas offices and the distribution of marketing literature around the world.