case
Storytelling Visit Portugal
The case
Portugal is a country with enthralling historic narratives. How
can you get different types of media to pay attention to a holiday destination
such as this with its expansive array of natural attractions, hiking and cycling
adventures, culture, aquatic sports, spas, golf, gastronomy, and wine? With
3,000 hours of sun per year and 850 km of beach, this southern European country
is the perfect holiday destination. In addition to its many beaches, Portugal
also has many intriguing and hidden locations that each have their own unique
story. For instance, the sites featured on the UNESCO World Heritage list are
the perfect backdrop for epic film scenes.
The approach
We explored the stories about the use of cork in the fashion and
aerospace industries. We also showed that the historic castles with their tales
of knights and dragons are a perfect destination to visit with children. Some
of the fairy tales by Hans Christian Andersen were inspired by these Portuguese
castles. Different media were invited on press trips to Porto, Norte, the
Algarve, the Azores, and Madeira to create their own content. A number of fit
and active journalists and bloggers explored the Centro Region by bicycle from
the coast to the skiing region in the Serra de Estrela, where there was still
snow in May. Culinary journalists came into their own in the cuisine of
Alentejo, where they enjoyed great food and magnificent wines. And what about
those epic film scenes? These were the focus of a press trip to Cascais in the
Greater Lisbon region starring James Bond. The story of the famous film Casino Royal was inspired by Casino
Estoril in Cascais.
All these different stories resulted in a wealth of articles in newspapers, magazines, and on blogs. And of course, there were many pictures shared on different social media channels that would leave you green with envy.
By consistently communicating the core message on the diversity of the country, Linden & Barbosa are contributing to the desired image of Portugal.