Turismo do Algarve is set to launch "a strong communication operation" on the "Channel 5" TV channel, in the United Kingdom, to "reinforce the message that the region remains a safe destination for holidays".
“From August 20 until the end of October, this popular entertainment channel in the United Kingdom will broadcast a promotional video from the Algarve, with a duration of 50 seconds, which will be shown about 38 times a week and will result in an exhibition of roughly 175 thousand weekly views”, claims the Algarve tourism board.
This spot "will be broadcast together with series and other content in the ‘Drama’ category, whose target audience is the upper-middle and upper classes, viewers who value attributes such as safety and luxury associated with their holidays".
“In addition to promoting the Algarve's notoriety as a safe destination, the display of this video will also have a competition aspect, which will allow viewers to participate in a prize draw to win a 7-night stay in the region for two people, in a five star hotel. This prize will be valid until the end of the summer of 2021”.
This campaign is launched at a time when talks are still taking place between the Government and the United Kingdom, with the aim of lifting the restrictions imposed on travellers arriving on British soil from Portugal. “At the same time that we are reinforcing our focus on other markets of great relevance to the region (such as France, Belgium, the Netherlands and Germany), in a logic of diversifying demand, on the other hand, we continue to intensify our efforts towards the UK to regain that which is our main tourist market”, explains João Fernandes, president of Turismo do Algarve.
“We are strongly committed to reversing the negative effects that resulted from the decision of the British government and this includes, among other things, reinforcing and repeating the message to this market, that the Algarve is a safe destination and that it is fully prepared for return to welcoming its tourists with all the quality and well-being that has always accustomed them”, he added.
According to the official, the position of the board was always to defend an attitude of transparency, based on the presentation of the real facts in order to reap the fruits of tourism in the future.
“We believe that this campaign carried out with Channel 5 will have a significant impact and will be another important contribution to achieving our goal. In addition, we are also hopeful that the UK will change its decision very soon”.
The British market represents a third (33%) of overnight stays in the Algarve - the equivalent of six million overnight stays in surveyed hotels - and almost half (49%) of passengers disembarked at Faro Airport.
Comments
This is not a great place to advertise for their demographic.
And people don’t watch 50 second advervideos. It’s far too long. They surf through them, make coffee or whatever.
As for the audience figures I’d want far far more than that for this type of campaign.
I suggest they read my book on advertising before throwing money away.
Thanks JC. Not surprising that there's lots of cars from Schengen countries happily transporting the virus. Any Brit who has driven across Europe at the moment deserves all they get (apart from the virus; nobody deserves that).
However they are quite a few Brits here too and UK plated cars.So I am assuming many drove here hoping to get around any potential quarantine.With France going into quarantine from tomorrow,their sneaky plans may not work out.
Would you please enlighten someone who is locked down in the UK? Are the crowds Portuguese, German, French, Spanish, Brits...?
I will make one observation as a resident here and that is the beaches here are completely packed and I see not one shred of evidence to suggest social distancing.People are carrying on without a care in the world,or for anyone else.
So to market the Algarve as a super safe destination might be considered false advertising.