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Bluestone unveils national campaign ‘Welcome to our Neighbourhood’

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BLUESTONE NATIONAL PARK RESORT is launching a national marketing campaign to attract holiday makers to Wales in 2024.

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.

In 2023, Bluestone invested a total of £30million into the expansion of the resort including the launch of 80 new platinum lodges and the imminent development of an 11-hectre solar farm.

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.

Bluestone sits within 500 acres of scenic countryside in the heart of the Pembrokeshire Coast National Park, making it the perfect destination to enjoy the surrounding beauty of Wales’s beaches, cliffs, harbours and charming villages.

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.

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.

Bethan Rees, Head of Marketing, 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.”

The 30-second and 60-second advertising spots will run on regional TV and be supported by video-on-demand, social and digital display from boxing day for eight weeks.

Golley Slater will also manage the media planning and buying for this campaign.

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.

Richard Daughton, Creative Director at Golley Slater, 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.”

Business

Big change expected to be backed for Pembroke Power Station facility

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PLANS for a green hydrogen production facility by Pembroke Power Station, which the applicants say “can establish Pembroke at the forefront of south Wales’ low carbon future,” and create new jobs are expected to be backed next week.

An application by Pembroke RWE Generation UK plc for the construction of a green hydrogen production facility with electrolysers, hydrogen gas storage, HV transformer and electrolyser control building, and hydrogen gas pipeline offtake; together with associated infrastructure, including water supply pipeline to the Pembroke Power Station and electrical supply connection to the National Grid Substation on land adjacent to Pembroke Power Station is recommended for conditional approval at the November 5 meeting of the county council’s planning committee.

The electrolyser site was previously occupied by the power station’s sports and social club.

A report for planners states: “A green hydrogen facility is proposed that would comprise the main electrolyser area, a hydrogen gas pipeline corridor, an electrical connection to a high voltage transformer and an area for connections into the Pembroke Power Station and a cable corridor for connection into the National Grid Substation.

“The electrolyser is planned to be powered with ‘low carbon electricity supplied primarily via grid connected renewables’ and will create ‘green hydrogen’ for use in industrial processes. Water for the electrolyser will come from existing power station supplies.

“The pipeline corridor would supply hydrogen gas to the Valero Refinery. The pipeline corridor would follow the route of an existing natural gas pipeline. Most of the pipeline corridor would be underground, passing across farmland and a wooded area. It will emerge above ground within the Valero Refinery. The working width of the construction area for the pipeline is expected to be approximately 30m.

“The applicant states that some of the final design aspects and features of the proposed development within the electrolyser site ‘cannot be confirmed at this design stage as these depend on the appointment of an Engineering, Procurement and Construction (EPC) contractor. This may include the heights of buildings, structures and plant and the arrangement of features defined by zones’, nevertheless the maximum height of the flare stack would be 25m and the electrolyser building and compressor building would be up to 17m in height. All other equipment would be of lower height than the electrolyser building.”

The report also quotes from the applicant: “The proposed development forms part of the Pembroke Net Zero Centre (PNZC) initiative which will see RWE diversify its energy generation portfolio to demonstrate a pathway towards decarbonisation.

“RWE’s vision for the PNZC has a critical role to play in Wales’ and the UK’s pathway to Net Zero. By decarbonising its current operations at the power station, while investing in new innovative technologies at the development site, RWE can establish Pembroke at the forefront of South Wales’ low carbon future. The proposals for RWE Pembroke Green Hydrogen form part of this ambition.

“By bringing together technologies such as hydrogen production, carbon capture and storage, battery storage and floating offshore wind to the Pembroke area, RWE can help to decarbonise the energy sector in Wales for generations to come. RWE’s ambitions will build on Pembrokeshire’s local energy heritage, safeguarding existing jobs at the development site, while delivering a significant local economic investment and creating new jobs throughout construction and operation.”

The facility is expected to take 24 months to build, subject to approval, an earlier consultation on the scheme said, and could be built by early 2027.

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Business

Saundersfoot 72-home development work set to begin

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PLANS by one of the UK’s largest housebuilders to build 72 homes, 25 of them affordable, on the outskirts of a Pembrokeshire seaside village have been given the final sign-off, with works due to start in the spring.

Back in 2022, Persimmon Homes applied to Pembrokeshire Coast National Park for the scheme on a 2.26 hectare area of land adjoining the northernmost houses of a long-established Sandyhill Park residential estate, Saundersfoot.

The application, including 47 open market dwellings, proposed a variety of detached, semi-detached, terraced and apartment properties to create an “attractive and integrated extension to Saundersfoot”.

The application was given delegated approval when it came before the national park’s July development management committee, with conditions including the completion of a Section 106 legal agreement relating to the affordable housing.

The affordable housing units will be split into four low-cost ownership units and 21 socially rented units, the report for national park planners said; the 35 per cent affordable percentage taking precedent over an affordable housing policy requirement of 50 per cent as it is designated as an allocated site.

As well as the affordable housing element and an open space provision, the scheme included a financial contribution to cover the contribution towards Active Travel Routes within the local area (Saundersfoot Harbour to New Hedges).

After that approval, Persimmon Homes West Wales and Pembrokeshire Coast National Park have now signed the S106 agreement and Persimmon is planning to begin groundworks next Spring, with sales launching soon after ahead of the summer season.

Welcoming the agreement, Persimmon Homes West Wales’ Managing Director, Stuart Phillips, said: “We’re pleased to have finalised the S106 agreement that will allow us to deliver 72 new, high-quality homes for local people in Saundersfoot.

“The development will provide a wide range of zero-carbon ready homes that will be of particular help to young families and first-time buyers, who otherwise might struggle to get onto the housing ladder in Pembrokeshire.

“Throughout the planning process, we have worked closely with officers and stakeholders to ensure that our homes are in keeping with – and enhance – the local area, and I’m thankful to officers and the project team for their collaborative efforts throughout.

“The scheme will deliver substantial community benefits, including new facilities, enhanced green spaces, and significant investment in public infrastructure, as well as the transfer of 25 properties to a local housing association.

“Persimmon has a proud record of delivery in Pembrokeshire, and we are excited about this latest development as we continue to build the best-value homes in sustainable and inclusive communities for local people.”

Local community council Saundersfoot had objected to the scheme on a number of grounds, also asking for a caveat that no property is bought for second-home holiday use.

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Business

West Wales man raising funds for craft cider venture

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A PENYBRYN resident is appealing for community support to launch a small-scale craft cider business in West Wales. Olly Craigan, the organiser of the GoFundMe campaign titled “Craigans Cider,” has already raised £545 towards his goal of £12,000. The funds will go towards purchasing essential equipment to establish a permanent apple press and cider workshop.

Since 2014, Craigan has honed his cider-making skills under the mentorship of experienced cider maker John Whitfield. Now living on a community organic farm in Pembrokeshire, Craigan is seeking to create a dedicated space for producing his craft cider.

The funds raised will help purchase an apple press (£4,500), scratter apple mill (£1,500), filtration and pumping systems (£950), stainless steel tanks (£2,500), and bottling equipment (£1,000). Any donations beyond the target will support operational costs and community cider-making workshops.

Craigan plans to thank supporters by inviting them to a grafting day on the farm, where attendees can sample cider and take home an apple tree.

Further information and donations can be made on the GoFundMe page here.

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