Press Releases

National Wool Museum Launches 'Cwtch' Campaign

There's a hidden gem nestling in the Carmarthenshire countryside. It's a spellbinding place where you can discover the story behind Wales's beautiful cloths.

Whether it's the textiles for sale, the exhibits or the welcome awaiting visitors, the National Wool Museum, Dre-fach Felindre, is loved for its uniquely accessible and 'cosy' tale of Wales's industrial past. That is, 'cosy' with a contemporary twist! It is this very element that shapes the new marketing communications campaign for the National Wool Museum.

The campaign, which launches this week, is highly visual, focusing on the warmth and friendly attributes of the Museum – the 'cwtchability' of one of Wales's best kept secrets.

The campaign's personal touch intends to appeal to families, those who are new to the Museum's offering and those who have yet to make that return trip. The main message, which will feature on billboards, press adverts and postcards distributed to over 42,000 households in the surrounding area, very much highlights the magical atmosphere of the Museum.

Amgueddfa Cymru — National Museum Wales Head of Marketing, Siân Thomas, says:

“This campaign is the first of its kind for Amgueddfa Cymru – National Museum Wales, in that it places the National Wool Museum's personality centre–stage. It also allows us the opportunity to showcase its qualities in a very focused way.

“We felt that it is the personality rather than the various events or activities held at the Museum that will serve to capture people's attention and interest on a regional level.

“While it is cherished amongst the local community of Dre-fach, Felindre, we hope the campaign will help us extend that sense of loyalty and ownership of the Museum amongst other neighbouring towns and villages.”

Amgueddfa Cymru — National Museum Wales is the new name for the National Museums & Galleries of Wales, which operates seven national museums across Wales. These are National Museum Cardiff, St Fagans: National History Museum, National Roman Legion Museum, Caerleon, Big Pit: National Coal Museum, Blaenafon, National Wool Museum, Dre-fach Felindre, National Slate Museum, Llanberis and the National Waterfront Museum, Swansea.

Entry to all the museums is free, thanks to the support of the Welsh Assembly Government.

Notes to Editors

For more details, contact Gwenllïan Carr, Head of Press and Public Relations, Amgueddfa Cymru – National Museum Wales, (029) 2057 3175 / 07974 205 849.