Alentejo_rota_vicentina (1)

Putting a new destination on the map

Case study

The Alentejo is a deeply rural area of Portugal, with 30% of the landmass of this modestly-sized country (just a 2-hour flight from London to Lisbon), a mere 6% of its population and a vibrant 46% of Portugal’s entire wine production.

Walking the Rota Vicentina (1)

Challenge

To position the Alentejo region as the Tuscany of Portugal, and to make this lesser-known region known for high-quality, sustainable tourism.

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Strategy

Working with tour operator Sunvil, we employed a campaign of targeted media outreach, through press releases, direct pitching and building strong and loyal media relationships.

We arranged a number of press trips for top tier media, including The Times, The Telegraph, The Guardian / Observer, National Geographic Traveller and Wanderlust Magazine. Inviting journalists to the rural landscape of the Alentejo region, we built individual itineraries for them, depending on the angle of the feature and the publication. Some explored the rich cultural history of the mediaeval capital, Evora, while others spent a week with family on Europe’s largest man-made reservoir, Lake Aquelva

Working with specialist operator Sunvil, we were able to offer consumers a trustworthy and secure holiday to a place that was, for many, largely unknown.

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Impact

Travel PR achieved strong media coverage across key national titles and travel lifestyle magazines.

Through positive coverage, the Alentejo has become known as a cool hidden spot in Europe. It is a destination for discovering wonderful gastronomy, walking routes, quiet beaches, spring flowers, Dark Skies, a relaxed atmosphere, historical sites galore and purse-friendly restaurants and cafés offering delicious low-food-miles dishes and superb local wines.

“The Alentejo was facing a successive fall in demand from the UK market. In the first year of our partnership, as a result of a strategy implemented by Travel PR, the region achieved a growth of 38% in overnight stays; the following year, the growth was increased by 54%.”

– Alentejo Promotion Office

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Travel PR has become an invaluable source for comments and analysis. The team consistently provides insightful quotes and op-eds, and often on a tight deadline. My requests are answered quickly and professionally. Travel PR is a go-to agency for information, and easy to deal with compared to rivals.

Steph Spyro, Daily Express

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Travel PR, established 25 years ago, is a leading specialist PR and communications agency specialising in the travel, hotel and lifestyle markets. Want to create a PR strategy for your brand?