Turismo de Portugal presents Portugal Means Business, the new international campaign that aims to reinforce the country's position among the world's leading destinations for business tourism (MICE - Meetings, Incentives, Conferences and Exhibitions).
Launched at the opening of the 64th ICCA (International Congress and Convention Association) World Congress, it was widely appreciated by more than 1,400 global leaders in the events and business tourism industry from 80 countries.
The campaign will run in 6 strategic markets - Portugal, the United Kingdom, the United States of America, Germany, Spain and France - with an investment of around 300,000 euros and will be present in digital media, including DOOH (Digital Out-of-Home) and Connected TV.
Using fun and visually striking language, the campaign is aimed at a qualified audience and emphasises the originality of the national tourist experience, along with the diversity of high-quality business tourism infrastructures.
Inspired by the daily life of a female executive who chooses Portugal to hold her event, ‘Portugal Means Business’ shows how the country combines professionalism, innovation and quality of life. Between days of conferences, meetings and events, there is time to surf the best waves, explore local markets, relax in nature, taste the flavours of our gastronomy, enjoy breathtaking landscapes, or simply toast with friends, in a country where work and leisure meet in a harmonious and rewarding way.
The MICE segment is a strategic axis for the development of national tourism, contributing to the decentralisation of tourist activity, the attraction of international investment and the promotion of sustainability in tourism.
For this reason, as the campaign states: When it comes to meetings, events, conferences and exhibitions. Portugal Means Business.
// Campaign Factsheet
General Director: Patrick Stillwell
ECD: Ivo Purvis
Creative Director: Gil Correia
Copywriter: João Moura
Directing, Editing: Bom Bom
Digital campaign design: Marta Ribeiro
Video campaign adaptation: Renato Porfírio
Watch the campaign film on Visit Portugal's YouTube channel:
