IN A campaign commencing this month, the Algarve will be promoted via television advertising on two international channels with the largest viewing figures: CNN International and Eurosport. The objective is to strengthen the region’s promotion in the low season to stimulate tourism in the Algarve throughout the year.
Representing an investment of around 225,000 euros, the campaign on Eurosport consists of the broadcast of 130 ‘spots’ between March 27 and May 28. Eurosport was chosen due to the fact that it is one of the most watched channels in Europe, attracting around 23 million viewers per day. The Algarve’s advert will be shown in the breaks between major sporting events. This campaign, developed by the Associação Turismo do Algarve (ATA), also encompasses CNN, the main world news channel that broadcasts to five continents, watched in the main, by the middle and upper classes. The advert promoting the Algarve will be shown 102 times between April and May and 191 times between September and October.
Entitled “four elements”, the 20-second advert establishes a parallel between the natural elements of fire, earth, air and water and the main tourism products of the region, reflecting the new communication concept for the destination: “Re-energise”.