A NEW marketing campaign for Portugal using internationally recognised world-class figures from sports, arts and science has been unveiled.
After the Portuguese Tourist Board (Turismo de Portugal) campaign to repackage the Algarve with its controversial and criticised ALLGARVE campaign earlier this year, the same agencies have got together to advertise Portugal as ‘Europe’s West Coast’.
The campaign couldn’t have been more timely, coinciding with the grand finale of the Portuguese Presidency of the European Union. At the official signing ceremony for the Treaty of Lisbon on Thursday, December 13, all visitors and journalists were given a publicity pack and CD-Rom of artistic images of Portugal taken by British photographer Nick Knight. Then on Friday, regular readers of the British political current affairs magazine The Economist would have noticed a full-page advertisement taken from the series of photographs which includes stylised portraits of football trainer José Mourinho, Fado singer Mariza and football player Cristiano Ronaldo.
The campaign is a joint effort by Turismo de Portugal, international trade and business organisation AICEP Portugal Global, the European Union, PRIME and the Ministry of the Economy and Innovation.
Luís Patrão, President of Turismo de Portugal, said that starting in January the campaign would be intensified to include major advertising across the capitals of Europe.
Manuel Pinho, Minister for the Economy and Innovation, said that the campaign would focus on Portugal’s investment in renewable energies and sustainable development – being the country that invests most in this area for its size and population in the world.
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