New ad campaign for Portugal

news: New ad campaign for Portugal

CHILDREN PEERING into the depths of the ocean where they see a collection of Portugal’s most famous monuments, is the powerful image being used to symbolise the country’s tourism in a new advertising campaign to be shown throughout Europe.

The new campaign, which invites tourists to “dive into Portugal”, and get to know the country “in depth”, was unveiled in Lisbon this week. It will cost eight million euros and is to continue through to 2006. The concept and related images have been approved by the regional tourism boards as well as by Portugal’s Institute of Tourism.

The advertisments will be shown in key target market countries such as UK, Germany and Holland. They aim to make the potential visitor aware that Portugal is much more than just a sun and beach destination and that it is a place of great historical interest which also boasts a rich landscape.