Turismo do Algarve will launch «a strong communication action» on the TV channel “Channel 5”, from the United Kingdom, to «reinforce the message that the region continues to be a safe destination for holidays».
“From the 20th of August until the end of October, this top-rated entertainment channel in the UK will broadcast a 50-second promotional video from the Algarve, which will be shown around 38 times a week and will result in an exhibition of 175 thousand views per week», according to the Associação Turismo do Algarve.
This spot «will be broadcast along with series and other content in the “Drama” category, whose target audience is the upper-middle and upper classes, viewers who value attributes such as safety and luxury associated with their holidays».
«In addition to promoting the notoriety of the Algarve as a safe destination, the exhibition of this video will also have a competition aspect, which will allow spectators to participate in a draw and be eligible to win a 7-night stay in the region for two people, in a five star hotel. This prize will be valid until the end of summer 2021».
This campaign is launched at a time when talks are still taking place between the Government and the United Kingdom, with the aim of lifting the restrictions imposed on travelers arriving on British soil from Portugal.
«While we are strengthening our commitment to other markets with great relevance to the region (such as France, Belgium, the Netherlands and Germany), in a logic of diversifying demand, on the other hand, we continue to intensify our efforts towards to regain what is our main tourist source market», explains João Fernandes, president of Turismo do Algarve.
«We are strongly committed to reversing the negative effects that resulted from the decision of the British government and this involves, among other things, the reinforcement and repetition of the message, in this market, that the Algarve is a safe destination and that it is fully prepared for return to welcoming its tourists with all the quality and well-being they have always been used to», he added.
According to this official, the position of was always to defend an attitude of transparency and based on the presentation of real facts and we admit that we will reap these fruits in the future. We believe that this campaign carried out with Channel 5 will have a significant impact and will be another important contribution to achieving our goal. Furthermore, we are also hopeful that the UK will change its decision very soon.”
The British market represents a third (33%) of overnight stays in the Algarve – the equivalent of six million overnight stays in classified hotels – and almost half (49%) of the passengers disembarked at the Airport of Faro.
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