‘Lleisiau’ announced to be ambassadors for Wales in Qatar New global marketing campaign launched

Welsh Government plans to promote a progressive, modern Wales on the global platform provided by the FIFA World Cup in Qatar have been unveiled by Economy Minister Vaughan Gething today. The campaign will project Wales’ values and secure a positive legacy from the country’s first World Cup campaign in 64 years.

With less than a week to go until Wales plays the first group match against the USA, the Welsh Government’s programme of activities is well underway in a bid to showcase the best of Wales on a global stage and introduce the nation to new audiences.

Today, the Minister will announce former Welsh footballer Prof. Laura McAllister, Olympic silver medallist and World Champion Colin Jackson CBE, London-based DJ and presenter, Katie Owen and renowned Chef, Bryn Williams, as ‘Lleisiau Cymru’.

The ‘Lleisiau Cymru’ team of ambassadors will act as influential voices for Wales in Qatar, joining Ian Rush and Jess Fishlock who are both the FAW ambassadors for the 2022 World Cup.

An enhanced global marketing campaign is live, focusing on core target international markets including the USA and key European markets. The marketing campaign will promote Wales as an open, progressive nation, as a great place to do business and visit.

The campaign is focused on the people of Wales, it’s an invitation from a warm, welcoming country. The campaign has a real, natural, colloquial feel conveying that everyone’s welcome – wherever you’re from there’s a place for you here. A series of films have been released which shows the people of Wales inviting the world to Wales, showing the people, culture, community and landscape – a portrait of a modern, progressive and diverse country that’s welcoming the world in.

Announcing the Welsh Government’s plans on the day the Wales squad fly to Qatar, Economy Minister, Vaughan Gething, said:

“I’m delighted to announce our comprehensive plans to promote an open, progressive Wales to the world during the FIFA World Cup.  When people see Wales, they will see our values.

“A global Audience of 5 billion people gives us a unique opportunity to showcase our nation and create a lasting legacy.

“We are introducing Wales to the world, inviting them to learn more about us, our culture, our people, and welcoming them into Tîm Cymru.  The campaign features stories from Wales, featuring authentic voices from across our communities.  They are stories that’ll make people feel something about us, and make people want to be part of what we’ve got going on in Wales.

“As a government, we have been clear we will proactively use Wales’ place in the World Cup in Qatar to promote our strong Welsh values. In Wales, we are passionate about human rights and workers’ rights and believe that people should be free to live as their true authentic selves. We will continue to proudly advocate Wales’ approach to human rights, LGBTQ+ rights, political and religious freedom, inclusive education and fair work.

“This is an opportunity to promote Wales, but we also have an obligation to explain why we believe these values should be recognised.  The management team, players and the FAW have all spoken out on these issues and they have the full support of the Welsh Government in promoting our values as a nation.”

A distinctive Welsh presence will also feature in the exhibitions produced by participating nations.  As the tournament will feature a strong UK Government presence, the Welsh Government is committed to ensuring that Wales is recognised as a nation and as a society with progressive values.