Bluestone National Park Resort has launched a national marketing campaign to attract holiday makers to Wales in 2024.

The “Welcome to our Neighbourhood” campaign demonstrates how a visit to Bluestone is more than a stay at a luxury resort – it’s a journey into a community, an opportunity to create memories and an exploration of nature.

The creative showcases Bluestone’s entire neighbourhood to prospective guests – from its luxury lodges, family-friendly activities and award-winning spa to the people, wildlife and unparalleled scenery of Pembrokeshire.

The TV advert features a cast of children who invite viewers into their neighbourhood to see and experience the resort through their eyes, including family fun at the indoor water park, toasted marshmallows at Camp Smokey restaurant, and a boat ride in the popular seaside town of Tenby.

Welcome to our Neighbourhood
(Bluestone Resort)

Adopting a playful spin on the popular TV show “MTV Cribs”, the advert depicts how children and adults alike are able to make the resort their own by roaming free and enjoying the ‘Free Range’ experience at Bluestone.

The TV ad was produced by Storm and Shelter and directed by Chris Strong.

Launched on Boxing Day, the 30-second and 60-second advertising spots will run on regional TV and be supported by video-on-demand, social and digital display for eight weeks.

The luxury holiday resort, named third best value in the UK for 2023 by Which? magazine for a second year running, appointed Golley Slater to develop an integrated marketing campaign. Golley Slater will also manage the media planning and buying for this campaign.

Camp Smokey
(Bluestone Resort)

The latest campaign brief comes after a longstanding successful partnership between the Cardiff-headquartered marketing agency and family-run resort which dates back nearly a decade. 

Most recently, Golley Slater was appointed by Bluestone to provide PR support, with a focus on increasing the resort’s exposure in national UK and Welsh press.

Creative Director Richard Daughton said: “The creative process was fuelled by a desire to foster a genuine connection between potential visitors and the authentic charm of Bluestone.

“We wanted to immerse viewers into the Bluestone community through the eyes of the thousands of families that create unforgettable memories filled with joy, nature and adventure at the resort every year.”

“We are immensely proud of what we’ve achieved and excited to see the campaign come to life at the start of 2024 so even more people can discover the charm of Bluestone.”

High ropes
(Bluestone Resort)

Bluestone Head of Marketing Bethan Rees said: “This year has been a hugely exciting one for Bluestone, with the launch of 80 new platinum lodges and our new heritage dining experience, Black Pool Mill. 

“As we look ahead to 2024, we wanted to launch a campaign that captures the full spectrum of Bluestone's charm, from our luxury lodges and unique activities to the breathtaking landscapes and vibrant communities that define Pembrokeshire.

“We’re thrilled with the campaign, which focusses on the genuine joy of children experiencing our resort, and truly reflects the heart and soul of Bluestone.”