Can't Skip Tomorrow is the challenge launched on 12 January 2021 by Turismo de Portugal, which calls for the promotion of more responsible and sustainable tourism in the United Kingdom, France, Spain, Brazil and Germany. Disseminated during the first quarter of 2021, exclusively in digital media and in a totally organic way (without investment in advertising).
// Campaign’s message
This is a call for mobility, a summons to unity, collective awareness and the will and responsibility of these destinations to protect what was given to them by nature, which is the essence of their identity and which must be preserved forever. This nature that dazzles travellers and that will only be maintained if each one takes responsibility for attracting more respectful and more aware visitors.
This important message for a better future is subtly wrapped and refined with historical weight. To the voice of each protagonist is added an exclusive arrangement, developed from the song "Verdes são os campos" (“green are the fields”) by Zeca Afonso, created from a poem by Luís Vaz de Camões. It is this new arrangement that also connects past and future, making each of these journeys into hope for a tomorrow where green continues to be dominant.
This concept derives from the global guidelines of the World Tourism Organization which indicate that the responsible recovery of the sector, after the pandemic of COVID-19, will allow it to resume activity even stronger and more sustainable.
It is with this commitment to sustainability that Turismo de Portugal undertakes to lead the tourism of the future, one of the main objectives of the Tourism Strategy 2027, which defines a vision for national tourism, establishes priorities and commits to targets of economic, social and environmental sustainability.
// Campaign structure
The four videos in this campaign show the natural assets of each country it addresses, illustrating the moment when future and present meet, personified in a protagonist who appeals to the responsibility of a tourist and to a more sustainable sector, translated in the slogan "Tomorrow is today". This will be the driving force that will make us all rediscover new ways of travelling.
Technical Sheet of Can't Skip Tomorrow:
Creative Agency: Partners
Executive Creative Director: Ivo Purvis
Editor: João Moura/ Nuno Leal
Art Director: Ivo Purvis, Gil Correia
Edition: Tomás Sousa
Sound: Guel
Music Adaptation: instrumental version by Red Mojo of the original song "Verdes são os campos" by Zeca Afonso
