CASES
Alentejo
Alentejo is the largest region in Portugal and it’s also considered the most genuine destination in the country. Tourists are drawn to its historical cities, beautiful villages, pristine beaches, striking sceneries, distinguished vineyards and wines, unique gastronomy, and numerous UNESCO World Heritage Sites.
Since tourism is one of the most important activities for the local economy, the region has an agency responsible for promoting Alentejo’s tourism in other countries: the Alentejo Promotion Office.
We started to work with Alentejo in 2011. Our goal was to promote the destination in Brazil with public relations strategies, making it a more appealing option to Brazilian travelers and increasing the number of Brazilian tourists that choose to go to Alentejo on their vacations.
Challenges
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To find the most desirable and suitable aspects and attractions of Alentejo to people in Brazil, generating important content;
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To strengthen the name “Alentejo” as a complete destination;
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To create a desire for the destination among Brazilian travelers.
Strategies
To promote Alentejo’s tourist attractions and what is special about them, we combined different public relations strategies to get positive results and a high ROI (Return on Investment). Some of the activities were:
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Strategy planning;
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Press releases of different topics;
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Events and goodwills with journalists and digital influencers;
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Attendance in the most important tourism fairs and events in Brazil, organizing a schedule for the spokespeople with the local press;
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Press trips;
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Co-branding actions;
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Proactive response to demands from the press.
Results
Alentejo on Globo Repórter
We were responsible for negotiating with the producers from Globo Repórter, a weekly documentary television show that is amongst the most important and traditional television shows in Brazil. The Portugal episode aired on April 20th, 2018, presented by Glória Maria. It achieved the ROI (Return on Investment) of € 1.8 million and generated articles on other websites from the network.
Le Postiche and Alentejo Tourism
We worked together with two major brands: Le Postiche, the largest Brazilian store for luggage, bags, and travel accessories; and TAP Air Portugal, the largest airline in Portugal. To promote Le Postiche’s summer catalog, we used Comporta, a beach destination, and Évora, the most important city in Alentejo, as sceneries.
Influencers Mônica Salgado and Fabiane Gama (Loucos por Viagem) traveled to both destinations, publishing about it in real-time on their social media. Over 2 million followers were reached by 18 posts on Instagram and 236 stories about the Alentejo region. The ROI (Return on Investment) surpassed € 100,000.
Repercussion
In 2011, when we started to work with the Alentejo Promotion Office, Alentejo registered 15,100 Brazilian visitors and 23,600 overnight stays.
Between 2011 and 2019, Alentejo registered an increase of 286% in the number of Brazilian visitors and 300% in the overnight stays. In 2019, Portugal’s most authentic region received 58,000 visitors from Brazil, registering 94,400 overnight stays from said tourists.
2011
15,100
VISITORS
23,600
OVERNIGHT STAYS
2020
58,400
VISITORS
94,400
OVERNIGHT STAYS
Growth
VISITORS:
286%
OVERNIGHT STAYS:
300%