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.
Challenge
To position the Alentejo region as the Tuscany of Portugal, and to make this lesser-known region known for high-quality, sustainable tourism.
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.
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
Over the years Travel PR has been my first port-of-call when faced with a tight deadline on numerous occasions. Never once have you failed me!
Richard Madden, Freelance Travel Writer
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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?