Turismo de Portugal was honoured with the prestigious Advertiser of the Year award at the M&P Creativity Awards. In addition to this honour, Turismo de Portugal's campaigns also won a total of 8 awards in various categories: 5 Gold, 2 Silver and 1 Bronze. The campaigns honoured had the creativity of the Dentsu Creative agency and were aimed at promoting Portuguese gastronomy (Portugal, Unwritten Recipe) and encouraging people to save water when visiting the Algarve (Save Water).
These awards recognise the excellence and impact of tourism promotion on the national communication and marketing scene, and celebrate the creativity, innovative capacity and effectiveness of Turismo de Portugal's campaigns in promoting the country as a tourist destination.
The Case For Saving Water was the most honoured campaign at the M&P Creativity Awards, winning 5 Golds in the following categories: Guerrilla | Special Action, New Media, B2C Communication, OOH | Special Format and Sustainability and Social Responsibility | Action, as well as a Silver in B2C Direct Marketing. With the motto ‘Save water, protect the future’, the initiative is part of the "It's not tourism. It's Futurism‘ movement, aimed at transforming visitors into ’conscious tourists". The campaign sought to impact more than 40,000 tourists at Faro Airport through an activation in the baggage claim area, with the aim of encouraging the adoption of good water practices during their stay and demonstrating that a conscious and responsible tourist can have a positive impact on the management of natural resources. This campaign mobilised visitors, companies and Turismo do Algarve and contributed to effective water savings, which reached a 13% reduction in consumption in the case of tourism.
The
Portugal, Unwritten recipes’ campaign won Silver in the Digital | Craft category and Bronze in Digital | Film. This campaign celebrates gastronomy as a distinctive and attractive factor of the Destination, reflecting the country's history, tradition and culture. ‘Unwritten recipes’ demonstrates Portugal's unique combination of ingredients as a tourist destination, inviting visitors to explore the country through a recipe that combines ingredients such as authenticity, creativity, sustainability and the generosity of the Portuguese people.
In addition to the M&P awards, Turismo de Portugal and The Case for Saving Water campaign won two APPM (Portuguese Association of Marketing Professionals) awards this month, gold in the ‘Sustainability / Environmental Responsibility / Communication Campaign’ category and silver in the ‘Media / Other Media’ category. The APPM awards distinguish brands for their impact and recognise marketing as an engine of evolution for business and society.
The awards won in two of the most important competitions in the fields of Marketing and Advertising underline the importance and effectiveness of Portugal's marketing and communication strategy as a tourist destination, and the importance of using creativity to generate positive impacts on the sector, the destination and society.
