ASSOCIAÇÃO DE Turismo do Algarve (ATA), the region’s tourism association, is launching three major publicity campaigns in Germany, Holland and Spain, costing a total of 1.4 million euros, in order to raise the Algarve’s profile in what are considered to be key markets.
For Germany, a country that sent 616,132 tourists (Faro airport statistics) to the Algarve in 2004, the ATA is launching a communications campaign that includes radio spots, as well as editorial coverage and adverts in general and trade press. There will also be billboards and a promotional website dedicated purely to the Algarve (www.algarve-jetzt.de), which will provide useful information about the destination and packages available from the main tour operators.
For the Dutch, whose interest in the Algarve was confirmed by the 352,533 tourists flying into Faro in 2004, the ATA is launching a campaign to include spots on Sky radio, television adverts on Net 5, SBS6 and Veronica, as well as adverts in various publications including Flair, Midi, Living, Voetbaltrainer and Martinair’s in-flight magazine. Again a special website has been developed at www.boek-nul-algarve.nl, which comprises information from 15 key tour operators offering packages to the Algarve, and the site’s visitors can book online. There are also links available to the new Algarve site www.visitalgarve.pt and the main tourism sites such as www.reiskrant.nl and www.msn.nl/reizen.
With regard to the Spanish market, 90,032 tourists were registered coming through Faro airport last year and the ATA campaign to maintain and increase the Spaniards’ interest in the region is also very comprehensive. There will be editorial coverage and adverts in Spanish publications including Jornal El Mundo, Rutas del Mundo, Golf Digest, De Viajes, among others. In addition, there will be outdoor posters and coaches advertising the Algarve in the cities of Seville and Barcelona. The metro’s TV station will show adverts and there will be special displays developed for travel agents, not forgetting newsletters for local and trade press.