Rebranding Portugal - "Europe's West Coast"
“Portugal - Europe's West Coast”
Portugal launches new image: "Europe's West Coast"; Landmark campaign features Cristiano Ronaldo, José Mourinho and celebrates the country's pioneering heritage and modern economy
"Europe's West Coast" is the tag-line of Portugal’s new promotional campaign, which is officially launched on 13th December in Lisbon. The campaign aims to convey a new image for Portugal abroad - as a modern, innovative and entrepreneurial country.
The campaign embraces the idea of Portugal as ‘Europe’s West Coast’, drawing on themes of modernity, innovation, technology, entrepreneurialism and quality of life, celebrating the country's strengths and culture. Portugal is promoted as not only a tourist destination, but also as an innovator in commerce and a great place to do business with a modern economy.
Particular focus will be given to Portugal’s leading position in the field of alternative energies where the country has made significant recent advances. The country has one of the highest growth rates in terms of use of wind energy and the world's largest solar power station, in Maura, in the south of Portugal.'
The photographic campaign, features national talent of international renown such as José Mourinho, Cristiano Ronaldo, Nelson Évora, Vanessa Fernandes, Mariza, Miguel Câncio Martins, Maria do Carmo Fonseca and Joana Vasconcelos. The eight personalities are portrayed as symbols of a modern and successful Portugal.
The pictures used in the promotional campaign were created by one of the world's most prestigious photographers - Nick Knight. As a fashion photographer, Nick is notable for his groundbreaking creative collaborations with leading designers including Yohji Yamamoto, John Galliano and Alexander McQueen. Advertising campaigns include Christian Dior, Lancôme, Swarovski, Levi Strauss, Calvin Klein or Yves Saint Laurent as well as award-winning editorial for British Vogue, Paris Vogue, Dazed & Confused, and i-D magazines have consistently kept Knight at the vanguard of progressive image-making for the past three decades. Through his lens, Portugal is captured in a creative, dynamic and innovative manner.
The official launch of the campaign is on December 13th, timed to coincide with the historic signing of the Treaty of Lisbon by government leaders and heads of state of the European Union's 27 member states.
This campaign has been developed by the Minister of Economy and Innovation, Manuel Pinho and the Secretary of State for Tourism, Bernardo Trindade. The project by the Ministry of Economy and Innovation, is organised by Turismo de Portugal and the Business Development Agency (AICEP), with support from PRIME.
The campaign will serve as a driving force for attracting new investment and talent to Portugal, aiming to render the country more internationally competitive, while consolidating its image as a major tourism destination with great cultural assets.
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