Yesterday Turismo de Portugal launched the Portugal Music Festivals Headliners campaign, especially dedicated to the various Music Festivals that fill Portugal's stages.
Developed by the agency Dentsu Creative Iberia, this campaign is an innovative initiative that positions the country as a destination of choice for music lovers. With a visual and narrative concept inspired by the language of festivals, the campaign highlights Portugal's true “headliners", such as Nature, the Ocean, the Sun, Heritage, Culture, Flavours, Well-being and Diversity. These tourist assets thus take centre-stage and are communicated in an unusual and surprising way, through made-up band names, which reinforce the idea of the tourist experience and create the poster for a trip to Portugal.
The enveloping power of the Ocean is embodied in Waves of Solitude, the vibrant energy of people is found in The Future Rainbows, the authenticity of our culture is manifested in The Art Attacks, and the soul of our cuisine is expressed by Full Table Nation. These are just some of the examples of our new tourist poster. The campaign invites you to discover a country where music and festivals are valued by the destination's tourist assets and provide unique experiences.
Aimed at international audiences, the campaign will be promoted in the main strategic markets, which simultaneously register greater affinity and interest with Portugal and with music festivals, especially the United Kingdom, Spain, Germany and the Netherlands. Digital media are the vehicle for broadcasting the campaign, and spots are also planned on Connected TV and on music platforms such as Spotify (which will have a VisitPortugal playlist, where you can hear the most symbolic sounds of our tourist assets).
Music festivals are a very interesting tourist product: they are capable of attracting domestic and international audiences and, in addition, they take place throughout the year and all over the country. They therefore drive and boost tourist flows and local economies. These events contribute to the diversification of the tourism offering, the capture of new market segments and the reinforcement of the identity and visibility of destination Portugal.
