(TAN): Portuguese tourism governing body, Turismo de Portugal has launched a new campaign to promote wine tourism in overseas markets, reports said.
The organisation is investing EUR 500,000 (USD 557,845 approximately) in the campaign “Wine Pairs with Portugal” that will run through 2020, as per reports.
According to reports, the campaign is an initiative under Portugal’s Wine Tourism Action Plan intended to increase awareness of the country’s substantial wine sector.
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Mainly aimed at the digital medium, the campaign comprises six films, including an overview and five specific themes associated with pairings between Portuguese wines and wine tourism in the country – “Wine pairs with Adventure”, “Wine pairs with Art”, “Wine pairs with Discovery”, “ Wine pairs with Music”, and “ Wine pairs with Wellness”, reports said.
As per reports, the videos are aimed at targeting 170 million people and appealing to markets with huge demand for wine, including the United States, the United Kingdom, Germany, Spain, Brazil and Canada.
The President of Turismo de Portugal, Luis Araujo, reportedly said although they promote in their chief markets, their reach goes beyond those markets because of the digital nature of the campaign.
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“The idea is that the videos are used in all campaigns, all over the world. We campaign in 21 countries, which are our main markets, but we reach more than 160 countries because the videos or excerpts are used in digital campaigns,” Araujo was quoted by Xinhua.net as saying.
The campaign is reportedly part of a programme that was introduced at the Lisbon Tourism Fair in March 2019.
