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On location in Wales.... the latest big-name ad.

Byline: Rachael Misstear West Wales Editor

UK CLOTHING brand Fat Face has joined the dozens of UK companies to film TV adverts on location in Wales.

The move has been welcomed by tourism and marketing experts who say association with strong brands is a boon to Wales' international image.

The retailer chose Aberaeron and the town's Harbourmaster Hotel in Ceredigion as a backdrop to its spring 2014 promotion.

It comes after dozens of other high-profile brands have opted to use Welsh locations as part of their marketing.

Over the past year, the Wales Screen Commission has received 27 inquiries from commercials looking for locations in Wales, including ones for KitKat, Visit Britain, Premier Inn and the National Lottery.

Marks & Spencer filmed one of its adverts at Llangennith on the Gower Peninsula kast year, and Llandeilo and Pendine were the stars of the Mercedes-Benz GL Commercial.

Another Mercedes promotion was also filmed on Anglesey Race Track and roads around North Wales last September.

Volkswagen has filmed on Morfa Bychan beach and at Llandudno, while Land Rover filmed its latest commercial around Snowdonia. The Premier Inn hotel group also filmed at Usk Castle in December.

Tourism expert Dr Brian Garrod, who lectures at Aberystwyth University, said all television publicity for Wales would have a positive impact on tourism.

"There can be a lot of positive associations with TV which can make people want to visit," he said.

"To be associated with some of these elite and high-end brands is very positive for Wales, especially when you compare it with the Pot Noodle advert, which used the blackened faces of miners as an illustration of Wales. It is certainly nice to give the rest of the UK a more glamorous perception of our beautiful landscape."

The Wales Screen Commission has also received 15 inquiries over the past year for stills shoots including from Aston Martin, Bloomingdales, Jaguar, QVC, Land Rover and Virgin Media. Stills for the Next Christmas Catalogue campaign for 2013 were taken around the Bodnant Estate; Llanberis Pass and Snowdonia National Park.

Edwina Hart, minister for the economy, science and transport, said: "Association with iconic, highquality brands and brands which have something in common with Wales goes a long way in reaching new markets and enables people to see Wales in a different light."

Owner of the Harbourmaster, Glyn Heulynsaid: "It's great to see Aberaeron shown from a different angle and appealing to young people.

"It looks like South beach Aberaeron is hot on the heels of the one in Miami."


The Harbourmaster Hotel, Aberaeron, features as a backdrop in Fat Face's new ad
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Publication:Western Mail (Cardiff, Wales)
Geographic Code:4EUUK
Date:Jan 31, 2014
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