Tourism officials have launched an art installation on the hills of Snowdonia, with giant mirrored letters spelling out the word ‘EPIC’ as part of a campaign to promote Wales as the home of great adventures.

Designed by Cardiff-based design firm Wild Creations, the four-metre-tall (13.1 foot) lettering has appeared in Pen y Gwryd in North West Wales and was commissioned by VisitWales as part of its Year of Adventure Campaign. The artwork – mirrored to reflect its Welsh surroundings in locations that embody the word ‘epic’ – is scheduled to tour various locations across the country through the summer and early autumn.

VisitWales is encouraging people to take selfies with the EPIC installation, using the social media hashtag #FindYourEpic.

The £4m (US$5.2m, €4.8m) campaign will also include television and cinema advertising airing to a domestic market across the UK and also internationally in the Republic of Ireland and Germany.

“This is an incredible time for tourism in Wales. We are seeing record numbers of people coming here and staying here and it’s all because of our increasing profile on a world stage,” said Ken Skates, Welsh Government Cabinet secretary for Economy and Infrastructure.

“The buzz from Wales performance in the European Cup is fantastic and I’m confident that with the development of new innovative attractions, the quality of the tourism offer and more of these kind of epic adventures, we will see a further increase in tourism in Wales.”