A NEW campaign is showing Wales as the destination for dog friendly staycations this year - by targeting dogs themselves.

Aimed at capturing the attention of dogs up and down the UK, Visit Wales, the tourism body for Wales, has unveiled a new marketing campaign.

It includes a TV advert designed specifically for them, using imagery and sounds that they will love, in the hopes to inspire holidaymakers to choose Wales as their next dog-friendly holiday destination.

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It hopes to reach its four-legged audience with a range of immersive features that will appeal directly to dogs, including enhanced blue and yellow colours – the colours dogs are able to see – as well as sounds that dogs will recognise, such as panting, whistling, barking and jingling keys.

The ad content also includes holiday visuals from a dog’s perspective, showcasing what a dog could see on a trip to Wales, thanks to a dedicated “doggy-cam”.

Research found that, last year, the UK saw a 36 per cent increase in dog-friendly bookings across the UK.

As part of the project, Visit Wales put out a casting call for dog owners across the country to submit pictures of their pets for the chance to be featured in the ad campaign, receiving nearly 4,000 entries and six lucky winners chosen.

Hanna Tudor, property manager at Sealands Cottages, a dog friendly accommodation provider in Wales, said: “We're delighted that Visit Wales is showcasing our fantastic country as a great holiday destination for dog owners across the UK and beyond.

“A large proportion of the people who book our cottages also bring their dogs with them on holiday, so this is a massive market for us.

“We take great pride in the fact that we are dog friendly and offer the little things that make all the difference when holidaying with your dog.

“We are looking forward to supporting more people to come and explore Wales and get the message out there it is the perfect destination for dogs and their owners.”