A tourism campaign was launched yesterday with the (temporary) installation of giant mirrored letters spelling the word EPIC at Snowdonia's Pen y Gwryd. The #FindYourEpic campaign run by Visit Wales will be touring various outdoor locations around the country to highlight the potential for epic experiences.
However, not everyone is blown away.
'Epic fail' was the response of one local hill-goer on Facebook.
'More banal detritus!' wrote another. 'I used this path last week and can say with some confidence that it was better without this piece of junk...'
Inevitably opinion is divided:
'I'm going to be controversial' said someone else, 'I rather like it... It's only temporary and the tourism industry has moaned for decades that Wales does not get advertised internationally. It should attract huge attention, good and bad.'