Monte Horizonte

Alentejo Tourism unveils new identity.

Alentejo, time to be happy is the signature of the new image and line of communication designed to classify the region as a destination of excellence, possessing a unique tourist offer. The branding was developed by Draftfcb, Alentejo unveils a modern and attractive, featuring a diversified tourist supply and high quality. The signature "Time to be happy" indicates that the time is another measure in the Alentejo, is broader, more human, more profound and more open.

The new brand strategy positions the Alentejo as a routine stop on the day to day, while the choice of the region for a holiday or a visit means you can experience a truly authentic destination. Tranquility and healthy fun contrasts are associated with this destination of choice.

The image of the Alentejo will be promoted through an advertising campaign in the press, radio and online, beginning in late November. Also provide other promotional activities, including the creation of brochures, product guides, tours, movies, mini-spots and constant stimulation of Social Media.

"Family Vacations", "Getaways for two," backpacking "and" active seniors "are the four target segments of the promotional plan, which aims to increase awareness of the destination and boost the growth of tourism in the region, bucking the trend seasonality.

In order to attract attention to the fate Alentejo, are still scheduled "guerrilla action" outdoors, in places of great affluence of public, in order to directly reach potential visitors / tourists.

Touring and Cultural Landscape, Sun and Sea, Food and Wine, Nature Tourism, Nautical Tourism, Golf, Health and Welfare and Integrated Resorts are among the products that comprise the tourism in the region, which are directed either to young couples , seniors, families or tourists seeking an active holiday in nature or just enjoy the silence.

The Alentejo Tourism aims for 2011, stimulating greater involvement of regional players and the local community in the training of tourism. It will thus create a network of Tourist Reception Centres and apply the "Good Standing" Heritage of Humanity, the identity of the territory Alentejo more expressive, unique in the world.

It is also planned to launch innovative projects to boost the tourism products of the region as the "Route of Marbles", the creation of a Regional Centre, in partnership with institutions of higher education and tourism businesses of the Alentejo, and the Congress of Tourism Alentejo. These initiatives will attract investment and enhance the promotion of the destination.

For the president of Tourism in the Alentejo, Antonio da Silva Supper, "the work done in recent years and started at this stage, aims to grow in number and value of tourists, boosting cross-selling with Lisbon."

Between January and September 2010, the Alentejo recorded 933,452 tourist overnights, which corresponds to an increase of 5.4 percent over the same period last year.