This film is part of Free

Cardiff - the capital city

A clarion call to potential investors: shots of all the city has to offer are rounded off with a direct appeal to the pocket by Labour Prime Minister and Cardiff MP, James Callaghan.

Promotional 1976 16 mins

From the collection of:

Logo for National Screen and Sound Archive of Wales


South Glamorgan County Council and Cardiff City Council have combined forces, with the assistance of various other interested bodies, to promote Cardiff as a city with an attractive past and a thoroughly modern present. Its thriving, broad-based economy (in no way restricted to coal) involves traditional and new skills (e.g sorting tobacco leaves at the Mannikin Cigars factory, bottling Brains Brown Ale, rolling steel) and has much to offer culturally and socially.

Assisting in the making of this film were e.g. The British Transport Docks Board, British Leyland, British Rail, British Steel, Cardiff City F.C., Brain's Brewery, The National Museum of Wales, The National Sports Centre for Wales, The Western Mail and Echo, The Welsh Rugby Football Union. James Callaghan seated at his desk in his London office, urging other companies to consider locating to Cardiff, reveals that the city is in a “special [development] area” and therefore eligible for “financial assistance for new plant and new machinery, if you're thinking of coming."