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Astounding Portugal. An Adventure to Remember

Visit Portugal x TourRadar

Campaign Framework

  • Challenge

    Visit Portugal partnered with TourRadar for an omni-channel Marketing Campaign to build awareness around Portugal as a must-visit travel destination for nature, adventure and food.

    Ultimate Goal:
    Drive passengers to Portugal during the autumn/winter season 2022/2023 and create awareness of Portugal tour products.  

  • Strategy

    Our three phases of engagement:
    1. Starting off with a Contest Giveaway to gain attention and build excitement.
    2. Followed by an Awareness Phase to capture our audience, increasing reach and pull to the funnel.
    3. Concluding with a Conversion Phase promoting specific tours in Portugal, re-engaging with and retargeting the campaign audience in order to nurture conversion.

  • Setup

    Target Markets: United States, Canada, Australia
    Demographic: Travelers aged 40+
    Focus: Cultural adventures where tradition, history, nature and local cuisine unite for an unforgettable journey.
    Assets: Custom Landing Page, Email, Online Travel Magazine Article, Organic Social, Paid Media, Contest Giveaway.

Rationale

Travelers are seeking more authentic experiences today than ever before, eager to embrace diverse cultures and experience history, gastronomy and wine as well as wonderful beaches and magnificent sunsets. People don’t just want to see a destination, they want to experience it with all their senses.

In Portugal, we find a vibrant destination like no other! Explore the picturesque cities where fairytale castles and churches with fascinating history are matched by wonderful cuisine from the sea and rich red wine from the rolling hills. As if that weren’t enough Portugal has expansive, pristine beaches and the breathtaking Douro River Valley to discover. This is sure to be an Adventure to remember.

Astounding Portugal. An Adventure to Remember.

Campaign Assets

Contest Giveaway

A Contest Giveaway was set up to build excitement for Portugal, renew positive sentiment and fill our funnel in order to re-engage with this interested audience throughout the campaign.

View Post

Online Magazine Article

What to do in Portugal: Top 10 from North to South

This article enabled Visit Portugal to build a deeper connection with our audience while providing readers with valuable information and highlighting the best way to experience Portugal.

Read Article

Custom Landing Page

Built to showcase the diverse adventure opportunities in Portugal, moving the audience further along the customer journey through inspiring content and helpful information, as well as curated tours from our inventory.

Visit Page

Organic Social

We crafted an Instagram reel to convey the key campaign message in a creative way. It opened a dialogue and encouraged our followers and the wider Instagram community to book a Portugal adventure.

Watch Reel

Email

Email allows us to connect directly to our active travel audience, send personalized content, and tour products specific to their interests. Through email placements, we targeted our active subscriber base within the intended markets and encouraged them to take action with custom Portugal travel content and tours specific to Portugal.

Asset: Visit Portugal banner within different TourRadar Mailings & Online Travel Magazine Article feature.

Paid Social

Paid drivers were used in all three campaign stages, allowing us to tap into new audiences, extend reach and re-engage with those who have shown interest in traveling to Portugal.
Key messaging:A year-round destination with fascinating history, celebrated gastronomy, and grand nature.

Key Results

In previous years, August-November were the months with the least amount of bookings for Portugal. In 2022, however, this omnichannel campaign helped to turn those months into our strongest booking months for Portugal. 

How did that happen?
With a focus on promoting the diversity and cultural aspects of Portugal as a travel destination—with the target demographic in mind—we saw significant interest and strong engagement. The creative concept and the campaign elements resonated well with the audience, and the dedicated magazine article received high engagement, especially with regard to the total traffic and average time on page.
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