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CASES

Madeira Archipelago

 

The Madeira Archipelago is a Portuguese region located in the middle of the Atlantic Ocean. Endowed with magnificent landscapes and various touristic attractions, Madeira’s economy is mostly influenced by touristic activities: the segment represents 25% of the Madeiran GDP and about 17% of the job offers.

To promote its attractions in different countries around the globe and attract travelers to the destination, Madeira has the Madeira Promotion Bureau.

Brazil has always been a potential market for Madeira due to its connection to Portugal. In 2016, we started to work with the Madeira Promotion Bureau, taking care of their public relations, aiming to promote the destination in Brazil, and assisting its consolidation among Brazilian travelers.

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Challenges

 

  • Generating relevant content and strengthening the Madeira destination;

  • Showing the public what makes the archipelago special and creating a desire to travel;

  • Converting mere interest in actual trips, increasing the number of visitors from Brazil in the islands.

Strategies

 

To promote Madeira’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:

  • Strategy planning;

  • Press releases about different topics;

  • Contact with the press, negotiating interviews with the Madeira Promotion Bureau spokespeople;

  • Contact with journalists and digital influencers;

  • Attendance in the most important tourism fairs and events in Brazil, organizing a schedule for the spokesperson with the local press;

  • Press trips;

  • Proactive response to demands from the press.

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Results

 

Madeira Archipelago on Globo Repórter
We dealt with Globo Repórter producers in the development of a full episode on the Madeira Archipelago, from pitching until organizing relevant subjects for the show and finding the right sources for the interviews. Globo Repórter is a weekly documentary television show that is amongst the most important and traditional television shows in Brazil. The episode, presented by Dulcinéia Novaes, aired in November 2019, and the ROI (Return on Investment) surpassed € 8 million. It also generated articles on other websites from the network, such as G1.com.

Digital influencers in Madeira
We were responsible for organizing a trip for Brazilian digital influencers in December 2019. The trip was a partnership with TAP Air Portugal, the largest airline in Portugal, and took the profiles Lia Camargo, Prefiro Viajar, and Destinos Imperdíveis on a trip on the island. The ROI (Return on Investment) was € 326,000. The three profiles on Instagram, the most relevant social media to stimulate the travelers’ mindset, summed up 1.5 million followers at the time.

Repercussion

 

In 2016, when we started to work with Madeira, the destination had Brazil as the 17th most important tourist-emitting market for Madeira, registering 7,200 Brazilian visitors and 24,800 overnight stays.

In 2019, Brazil became the second most important tourist-emitting market outside of Europe and the 14th most important tourist-emitting market for Madeira, going up three positions on the ranking.

The archipelago registered a 58% increase in Brazilian visitors and 55% in overnight stays in the same period.

2016

7,200

VISITORS

24,800

OVERNIGHT STAYS

17th most important tourist-emitting market

2019

11,400

VISITORS

38,500

OVERNIGHT STAYS

14th most important tourist-emitting market

Growth

VISITORS:

58%

OVERNIGHT STAYS:

55%

3 positions in the ranking

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