Today in Porto de Mós, Turismo de Portugal unveiled its new domestic tourism campaign, “Look No Further. Discover your country.”, an initiative that invites the Portuguese to rediscover Portugal and appreciate the experiences that lie so close at hand.
In a unique context for communicating with the Portuguese people, the campaign shows that the most important aspect of a trip is the emotions it evokes, and that these can be found very close by. In a surprising way, the campaign links emotions to the landscape, evoking an imagined and creative place-naming.
Thus, Calm, Adventure, Tranquillity, Wonder, Certainties and Happiness are examples of emotions that become the names of places, such as the Serra da Quietude, Cascata da Paz, Aldeia da Calma, Castelo de Certezas, Praia do Espanto or the Rio Feliz. Although the names are imagined, the territory is authentic and real, and a geographical map of the country is created, evoking numerous landmarks that recall the diversity of Portugal’s cities, towns and villages.
We discovered the Castle of Certainties, like a wall, with no hurry to go anywhere, with time telling us that we surely should have been there already, because it is in Porto de Mós, just 15 km from Leiria.
Or, 30 km from Coimbra, lies the Village of Calm, which is actually the village of Talasnal, with streets where life moves at a leisurely pace, where we can observe and breathe in the tranquillity. Among many other destinations, the countryside also reveals the Beach os Amazement, 5 km from Setúbal, which is the stunning beach of Galapos. We find tranquillity in the Serra de Montesinho, 40 km from Bragança, and the Happy River is just 15 km from Portimão, in Arade.
The campaign, which will have two communication phases - one between May and June and the other from September to November - includes television films, radio spots and digital content that evoke the emotions associated with discovery, well-being and the diversity of the country’s different regions, highlighting the authenticity of Portugal’s tourism offering.
The initiative comes at a time when several regions are facing an increased need for economic revitalisation, following the impacts caused by the storms that occurred during this year’s winter.
Through an aspirational approach, the Portuguese are invited to rediscover the country throughout the year, highlighting destinations, landscapes, heritage, nature and experiences, thereby also promoting a more balanced and sustainable distribution of tourist flows across the country.
As well as talking about destinations, “Look no further” speaks to what each place makes us feel, appealing to and encouraging the Portuguese to “Discover your country”.
// Credits - “Look no further. Discover your country.” Campaign
Creative Agency – Dentsu Creative Portugal
General Director – Patrick Stilwell
Executive Creative Director - Ivo Purvis
Creative Director - Gil Correia
Copywriter – João Moura
Media Agency - Dentsu Creative Portugal
Production Company - The End Films
