Business
Bluestone unveils national campaign ‘Welcome to our Neighbourhood’
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
Finalists announced for Monday’s Welsh Apprentice Butcher of the Year final
TWO talented Welsh apprentice butchers will be looking to prove they are a cut above the rest in the final of the country’s top competition next week.
The Welsh Apprentice Butcher of the Year final takes places on the first day of the three-day Welsh International Culinary Championships (WICC) at the International Convention Centre Wales (ICC Wales), Newport on Monday.
Competing for the coveted title will be Kieran Thomas, who works for Albert Rees Ltd, Carmarthen Market and Ollie Holden-Davies, who works for Neil Powell Butchers, Hay-on-Wye.
Sponsored by the Culinary Association of Wales (CAW) and Cambrian Training Company, the competition is open to Welsh butchery apprentices employed or studying for a qualification in Wales.
The finalists will have 30 minutes to cut a whole Welsh Lamb carcass into primal joints and then one hour and 40 minutes to create a visually exciting display of products showcasing their skills and creativity. All products must be clearly labelled and accompanied by cooking instructions.
The butchers must create a minimum of two lamb products identical in appearance, size and weight. They will be judged on their appearance, the meat display, creativity, skills, wastage, food safety and health and safety.
The winner will be announced at the WICC awards dinner on the evening of Wednesday, January 22 at ICC Wales.
The final and all three days of the WICC, which runs from January 20-22, are open free of charge to the public and hospitality trade.
The competition could be a stepping stone to the Craft Butchery Team Wales, which has included five former Welsh Butcher of the Year or Welsh Young Butcher of the Year winners – captain Peter Rushforth, Matthew Edwards, Tomi Jones, Dan Allen-Raftery and Craig Holly.
Arwyn Watkins, OBE, CAW president and Cambrian Training Company’s executive chairman, said: “The Welsh Apprentice Butcher of the Year competition is a great opportunity for apprentice butchers to put their skills to the test in front of an audience.
“It’s a huge honour to be named the best in Wales at your chosen vocation and people attending the WICC will have a chance to watch highly skilled apprentice butchers demonstrating their talent and meat display techniques.”
Organised by the CAW, the 2025 WICC also hosts a wide range of competitions over three days, including the Welsh National, Junior and Vegan Chef of the Year finals and the Skills Competition Wales hospitality competitions.
Picture caption:
Last year’s Welsh Craft Butcher of the Year champion Philip Tucker from Mumbles at work in the final.
Business
José Peralta Appointed New CEO of Hybu Cig Cymru – Meat Promotion Wales
AFTER an extensive recruitment process, José Peralta has been named the new Chief Executive of Hybu Cig Cymru – Meat Promotion Wales (HCC), the red meat levy body.
José brings over 25 years of experience in the UK meat industry, having held senior leadership roles across several prominent companies. Notably, he served as Managing Director of the UK’s second-largest red meat business under the ownership of Grampian Country Food Group, Vion, and 2 Sisters Food Group. During his tenure, the organisation achieved annual sales exceeding £500 million, employed over 3,000 staff, and operated six processing plants across the UK, making it a significant seller of Welsh beef and lamb domestically and internationally until 2016.
Following this, José became Managing Director of Tulip Food Company, overseeing eight processing sites and generating over £500 million in annual sales of pork-based products. Most recently, he served as Chief Operating Officer of Pembrokeshire-based Puffin Produce, where he spearheaded initiatives such as the development of the Pembrokeshire Creamery milk bottling plant.
HCC Chair Welcomes New Leadership
Commenting on the appointment, HCC Chair Catherine Smith said: “The Hybu Cig Cymru Board is delighted to welcome José Peralta as our new Chief Executive. His exceptional leadership skills and extensive experience in the red meat industry make him the ideal candidate to guide HCC into its next phase of development within an evolving and dynamic sector.
“This is an exciting time for HCC as we continue to grow and strengthen our renowned brands, PGI Welsh Lamb and Welsh Beef. With the finalisation of our current five-year business plan and the shaping of our strategic vision for 2026 and beyond, our focus is on creating a roadmap that supports the sustainable growth of the industry as a vital part of the Welsh agri-food economy.
“We also extend our heartfelt thanks to Heather Anstey-Myers, who has served as Interim Chief Executive over the past year, for her dedication and hard work.”
Government Endorsement
Huw Irranca-Davies, Deputy First Minister with responsibility for Climate Change and Rural Affairs, praised the appointment: “I am pleased that José Peralta is taking on this important role. His extensive track record in the red meat industry will be invaluable in advancing the organisation and ensuring it delivers the best outcomes for levy payers and the broader agri-food sector. Hybu Cig Cymru plays a crucial role in working with the Welsh Government and stakeholders to secure a sustainable future for farmers across Wales.”
CEO’s Vision for the Future
José Peralta expressed enthusiasm for his new role, stating: “I am honoured to join Hybu Cig Cymru and look forward to collaborating with the HCC team to champion the development and promotion of the Welsh red meat industry on behalf of our levy payers.
“Over the coming weeks and months, I will engage with levy payers and industry partners to identify opportunities for collaboration and partnership, ensuring maximum returns for both levy payers and the wider industry.”
José Peralta is set to assume his position on 20 January 2025.
Business
Ferry update: Holyhead reopens, Pembroke Dock ferry returns to normal
THE PEMBROKE DOCK Ferry Terminal, owned and operated by the Port of Milford Haven, has experienced a surge in activity in recent weeks. This was due to freight traffic being temporarily diverted to ports across the south-west following the closure of Holyhead Port.
The Port of Milford Haven is pleased to confirm that with the re-opening of Holyhead Port tomorrow, normal service will resume at Pembroke Dock Ferry Terminal. Irish Ferries will operate its usual twice-daily sailings to Rosslare, with the Isle of Innisfree scheduled to depart at 2:45am and 2:45pm.
A spokesperson said: “We would like to thank the community of Pembroke Dock for their understanding during this period of increased traffic through the town.”
Freight operators and passengers are encouraged to check the Irish Ferries website for up-to-date timetables and booking information.
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