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Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
Portugal: Positioning and Promotion Strategy in Russian market in 2012
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Portugal: Positioning and Promotion Strategy in Russian market in 2012

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My first project. I presented it at ’’The Young PRophy Day’’ - The 2nd International Forum on Public relations for young professionals that was held in Moscow, Russia (Spring 2011)

My first project. I presented it at ’’The Young PRophy Day’’ - The 2nd International Forum on Public relations for young professionals that was held in Moscow, Russia (Spring 2011)

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  • 1. “Portugal: Positioning andPromotion Strategy inRussian market in 2012” Svetlana Gumarova Elena Gumarova
  • 2. Viva Portugal!A trip to Portugal is a chance to visit a wonderfulcountry with rich historic heritage, great wines andcuisine (including both sea food and meat),excellent hotels with first-rate services, moderatewarm climate and many types of holidays offered.Beach goers, history enthusiasts, diving lovers,music admirers, night partying fans and gourmets –they all will enjoy their stay here.
  • 3. Tours to Portugal•Tours to Lisbon and surroundings•Tours to Madeira island•Tours to Lisbon Riviera•Algarve resorts•Azores islands vacations• Lisbon and Madeira tour package•River cruise•Thematic tours to Portugal(Historical, Gastronomic tours, Followingtraces of great discoverers , Honey moon, Romantic tours, Carnivaltours, Festival tours, Football tours, Surfing schools, Hiking tours andetc.)• Excellent hotels and wonderful Pousadas (a group of uniquely luxuriousaccommodations, located throughout Portugal in Castles, Palaces, Mansions,Manors and other local architectural typical structures)
  • 4. Mood board of Portugal 9,7 90,3%Warm, sunny, beautiful, kind, brave, musical, proud, historical, original, calm, football loving, delicious
  • 5. ResearchQuestions: 1) Have you ever been to Portugal?; 2) Would you like to visit Portugal?; 3) What do you know about Portugal?Number of polled people: 31 (15 men, 16 women)Age: from 22 to 52Results: 1) The number of people who have been to Portugal: 3 men from 31: the 1st - childhood , 2nd – last year, 3rd – 6 years ago (polled people were 23, 25, 52 years old). All of them went there in purpose of tourism. 9,7 2) Almost all of polled people would like to visit Portugal. 90,3%
  • 6. Research Results: Knowledge of Portugal• 8 people of 31 (25%): know nothing about Portugal• Almost all of men (50% of examined 31) said about FOOTBALL and CRISTIANO RONALDO (also they know about the other football players and are able to name the football clubs of Portugal)• All of them (100%) know the geographic location and highlighted the WARM CLIMAT• 14 of 31 (45%): mentioned LISBON• 5 of 31 (16%): PORT WINE, WINE• 5 of 31 (16%): GEOGRAPHICAL DISCOVERIES, RICH HISTORY• Some people mentioned that it’s a BEAUTIFUL COUNTRY (beautiful cities, architecture, the nature)
  • 7. Analysis of the Russian touristic flowThe number of trips made by Russian tourists overseas grew by 32% in 2010 The Leaders of increase of Russian touristic flow are: Mexico (3562%), Thailand(99,4%), Portugal (80%), Cuba (74%), Dominican Republic ( 70,4%), Vietnam(68%), The most visited countries among the Morocco (55%). Russian tourists in 2010 are: Turkey On the basis of analysis, a big number of Egypt Russian tourists love to travel to exotic China counties, where they can enjoy warm Finland weather. Germany One of the main criteria while choosing of Thailand vacation destination is possibility of beach- Italy related rest and combination of it Spain with sightseeing tour. Portugal is on 39 place in terms of visiting.
  • 8. Анализ российского турпотокаВъездной поток российскихграждан в отели Португалии в2009 году составил около 60 тыс.человек, что соответствует 0,9%от всех прибытий иностранцев. По данным Turismo de Portugal
  • 9. Анализ российского турпотока Изучение статистики запросовпервых трёх месяцев 2010 годасвидетельствует о резкомувеличении запросов по Португалиипочти в 3,5 раза в сравнении саналогичным периодом 2009 года.Около 50% всех запросов поПортугалии в 2010 году (первые 3месяца) пришлось на остров Мадейра По данным Turismo de Portugal
  • 10. Анализ российского турпотока Наибольшее количество запросовпо Португалии приходится налетние месяцы июнь и июль до40%, наименьшее на январь ифевраль (не более 5%).Наиболее популярной категориейотелей на курортах Португалии дляроссиян являются отели уровня 4*. По данным Turismo de Portugal
  • 11. Strengths SWOT – analysis• The South of Western Europe+ Islands Weaknesses •Visa (The possibility to combine active cultural tour (Lisbon and etc. part) with • Cold oceanrelaxing rest on the island of Madeira - island of the constant spring) •High prices• Rich historical heritage (tickets and hotels)• The unique nature •Hotel staff and• The unique culture salesmen don’t• «The trip to the end of the Earth», Cape Roca, Atlantic Ocean speak Russian• Possibilities to combine the cultural part of rest and active sport ( esp. •“all inclusive”surfing) service system is• Crime rate is very low not prevalent• Country is unknown for Russian tourists (interesting to novators)• A lot of fish restaurants, possibility to try and enjoy delicious Portuguesecuisine• Possibilities to taste Vinho Verde (green wine, only 11% of it is exported toother countries), Porto, other different kinds of wine and also amazinglydelicious cakes of Belem• Warm mild climate all year round, not very hot• Lisbon Oceanarium – the biggest in Europe + AquaparksOpportunities Threats•The Government of the country is interested in development of tourism •If there is a failure• Russian touristic companies are interested in lounge of new holiday with getting a visadestinations to Portugal, some• There must be a Russian-speaking agent from touristic companies in hotels, troubles withhotels should suggest good discounts for little kids, there should be getting a visa tocomfortable water pools for kids, nannies other foreign•“All inclusive” system of service is desirable countries may occur
  • 12. Analysis of the main competitors: Turkey and Egypt Advantages: Disadvantages:• No visa needed• “All inclusive” service system • Too hot is summer time• Low prices• • No that many sights to visit (next Ideal place for holidays with kids. Almost in every hotel there is a Mini club for kids to the resorts) (nannies, entertainment team), comfortable water pools for kids, water • Too popular resort among the slides. Russian people, it’s not interesting• Warm sea (Comfortable for swimming for for novators little kids)• Beach season is 6 months in Turkey, all year round in Egypt• Unique culture• Water sports• Staff speak Russian• Almost all hotels have their own beach
  • 13. Analysis of the main competitors: Spain Advantages: Disadvantages:• The South part of Western Europe • Visa + Canary Islands• Historic heritage, sights, • High prices architecture • Not all hotels have their own• Warm sea (good for the holidays beaches with little kids ) • Not all hotels suggest “all• Mini club for kids, анимации для inclusive” service system детей• Beach season is about 5 months• Unique culture• Water sports• Port Aventura Park (is interested for kids and adults), Aqua park, Oceanarium
  • 14. Age of parents: 28 - 40 Age: 25 – 60 Age 18 – 30Age of kids: 2-15 Travel alone, or in a couple with Travel in a couple withPossibilities to travel abroad: once a someone or in a group of about 5 someone or in a group ofyear or more people once and more times a several people once or moreIncome of each parent: about 2700$. year. times a year. Income: 2000 S Sponsored by parents, or earnThe target of travelling: The target of travelling: their own money.1)to rest on the beach with kids; 1)to explore unique culture of The target of travelling:2)to visit the main sights, to enjoy unknown country, historical facts 1)to rest on the beach;beautiful views of cities; 2)to visit as many sights as possible, 2)to visit local bars and night3)entertainment, that is interesting museums, to feel the atmosphere clubs ;for both kids and parents; of the foreign city; 3)to make a bunch of new4)To enjoy the delicious local cuisine; 3)enjoy the local cuisine; friends,5)Some shopping 4)to visit local bars, cafes, 3)to visit sights; restaurants, clubs (for young 4) active sports (like surfing); audience) 5)shopping 5) to rest on the beach; 6) shopping
  • 15. How do they spend their free time: How do they spend their free time: How do they spend their freeVisiting of concerts for kids, movie visiting of exhibitions, museums, time: visiting movie theatres,theatres, theatres, different events for concerts, theatres, cafes, movie bars, night clubs, cafe, coffekids, cafes, restaurants, shopping theatres, restaurants, coffee shops, shops, exhibitions, shoppingcenters. shopping centers. centers.What kind of media do they prefer: What kind of media do they prefer: What kind of media do theyДетские журналы, женские Географические издания: “Geo”, prefer: женские журналы:журналы: «Лиза», «Добрые советы», “National Geographic”, деловые и “Cosmopolitan”, “Grazia”,«Домашний очаг» Городские новостные издания, женские, “Elle”, “Glamour” и др.,журналы: “OK”, “Hello”, «Семь дней», мужские журналы. мужские “Esquire”, “GQ”,географические издания: “Geo”, Радио: Серебряный дождь, Love “Maxim”, “Men’s Health”,“Geolenok”, “National Geographic” , radio, Europa plus, Эхо-Москвы, географические издания,новостные, делов. Ретро FM, Авторадио, Best FM и новостные издания.Детское радио, Europa plus, Love другие. Смотрят Mtv, Музтв, 1 канал,radio, Серебряный дождь, Best FM и Смотрят: Euronews, Discovery, СТС, РТР спорт и др.другие. National Geographic, 1 канал,Смотрят: 1 канал, детские каналы, Россия, ртр Спорт, СТССТС, Домашний, Discovery, NationalGeographic. All of them are active internet-users.
  • 16. Brand Positioning USP: the unique nature+ rich historical heritage+ the unique culture + mild climate+ beaches+surfing + the iconic person Vasco da Gama(The South part of Western Europe+ extraordinary beautiful islands) Концепция бренда Заголовок: разнообразие в отдыхе Инсайт: Для ЦА «Семейные пары с детьми»: мы хотим спокойный пляжный отдых с детьми в Европе с возможностью посетить главные достопримечательности Для ЦА «Путешественники эстеты, Новаторы»: я хочу открыть для себя новую европейскую страну с богатой историей, самобытной культурой, возможностью посетить большое количество достопримечательностей , насладиться изысками местных кулинаров, попробовать что-то новое. Для ЦА «Обеспеченная молодежь»: я хочу посетить новую европейскую страну, с возможностью совмещения экскурсионного отдыха с пляжным отдыхом, активным, спортивным отдыхом, также важно посетить местные бары и ночные клубы. Преимущество: новое направление в туризме, возможность получения незнакомых ранее впечатлений, совмещение различного вида отдыха (экскурсионный, пляжный отдых, а также активый, спортивный отдых) Обоснование (Reason to Believe): советы заядлых путешественников, видео и фото- материалы, показывающие красоты страны, рекомендации специалистов.
  • 17. Brand PositioningДля каждого выделенногосегмента ЦА:1 - Семейные пары с детьми;2 - Путешественники-эстеты;3 - Обеспеченная молодежь.
  • 18. Brand Positioning для путешественников с детьми для обеспеченной Удовольствие молодежи для путешественников – ???????????? эстетов й и я Дл енно ик Жизненная сила Реализация , Гармония ч нн ???????? пе ежи ????????? ???? с д бежеланийики ве о оло ми ст м овщ в ть е тус о де еш ник ен с пут Я ДРУГИЕ вВласть ест в, : Принадлежность?????? ш о ия ?????????????? ал уте стет ров п э ля то ва уг Д но Подавление рт По желаний Признание ????????? Безопасность ???????????? Контроль ????????
  • 19. Events carried out to promote Portugal:  Portuguese Cultural Centre PORTUGUES.RU organizes different events, dedicated to Portugal promotion in Russia (concerts, lectures, meetings with famous people, festivals and others). Those people who joined PORTUGUES.RU group in social networks (vkontakte.ru, facebook.com) can follow all news.  Articles about Portugal in printed press (Metro, Geo, National Geographic, Elle Girl, HELLO!, Grazia and others.)  Pictures exipitions  Different contests (“Portugal for Russian children” 2011, Grazia magazine contest, winners get trip to Portugal)
  • 20. Events carried out to promote Portugal:  TAP Portugal Airlines offers direct flights Moscow-Lisbon 5 times a week since June 2009, from June to October 2011 there will be 9 flights a week. “Transaero” Airlines will offer direct flights Moscow-Madeira once a week since June 2011.  «Valtex travel», «Svetlana-S», «Interunion», «Quinta Tour», «Alto Sol» , DSBW Tours, «Capital Tour», «Petropolitana» - are the most well-known tour operators, that offer tours to Portugal.  TV travel Shows about Portugal.  Banner advertising (generally in tour operators sites).
  • 21. Продвижение бренда  Цели: информирование и формирование знаний о Португалии, формирование спроса на туры в Португалию  Интегрированная маркетинговая коммуникация: ATL PR+BTL (ATL – прямая реклама, PR – создание информационного поля, BTL – вовлечение потребителя) Для каждой целевой аудитории прорабатываются свои ИМК.ATL (Above the line)• На телевидении (видеореклама)Можно перевести и адаптировать следующую рекламуhttp://www.youtube.com/watch?v=13JzhYcS0mw• Наружная реклама (баннерная реклама);• Реклама на транспорте (автобусах)
  • 22. Продвижение бренда BTL (Below the line), PR• Пресс-тур для печатных изданий: различные туры вПортугалию• Пресс-тур для ТВ: эксклюзивный материал для передачи опутешествияхКаналы коммуникации: Печатные СМИ: Географическиеиздания, мужские, женские журналы (описанные ранее вразделе о сегментации ЦА).B2B и B2C мероприятия с учетом сегментации ЦА описаныдалее.
  • 23. Festa da Flor – Festival of Flowers ( Welcome to Portugal!) Music competition + Flower parade (designed for TA Married couples with children) In order to participate in the competition, it is necessary to send a video containing a performance of a children’s vocal ensemble or dance group (the max. number of participant is 10). 25-30 best groups are shortlisted. On July 14, 2012 (we have chosen July, as it provides most suitable weather conditions for events in the open air, it is sunny and most often dry), Moscow’s Gorky Park will host a music festival, where 25-30 children’s ensembles from all over Russia and 10 guests from Portugal (solo singers, groups) will take place.Participants of the festival will sing a song in Portuguese or perform a dance toPortuguese music. Costumes for the performance: girls – flowers, boys – roosters (as arooster is a symbol of Portugal), or national Portuguese costumes. Guests of the festival(children) also may wear costumes of flowers or roosters, if they want.The park will also host a parade of flower figures, girls and children dressed up in flowercostumes (an event like those held on Madeira).
  • 24. Festa da Flor – Festival of Flowers ( Welcome to Portugal!)Apart from the competition, the park will host a fairof flowers, where flower companies of Moscow willsell different flowers in pots. A fair of sweets willalso take place and feature Portuguese cakes,rooster candies on a stick. Balloons will be sold.Communications channels. Cooperation with the press. Journalists from the followingpublications are invited to the festival (or a press release about an event held is sent):geographic publications - Geo, Vokrug Sveta, National Geographic, city magazines – OK,Hello, Sem dnei, Telenedelya, women’s magazines - Cosmpolitan, Elle, Domashny Ochag,Dobrye Sovety, Liza and Inernet edition Gazeta.ru. The page TAP Portugal on Facebookwill offer news about the festival and a photo spread. An announcement will also bepublished on the site of the Portuguese cultural centre in Moscow.Advertising. Advertising in carriages of the underground – announcements about thefestival (naming the sponsors). Radio: Europa Plus, Love Radio, children’s radio andothers.Possible sponsors of the event: flower shops of Moscow, travel agencies, selling tours toPortugal, Portuguese restaurants of Moscow, retail chain Perekryostok.
  • 25. Festa da Flor – Festival of Flowers ( Welcome to Portugal!)Prizes for winners:1 place – a trip to Lisbon, where the winners of thecompetition may familiarize themselves with theoriginal Portuguese culture; 2, 3 places – presentsfrom sponsors, dinner in a Portuguese restaurant inMoscow. All the participants get certificates. Promo girls stand at the entrance of the park and hand out booklets containing information about the festival in the park. The main part of the booklet is dedicated to Portugal. The booklet is designed in the style of encyclopedia, it provides concise information about Portugal, its sights, and such notes as “Do you know that the bravest discoverers lived in Portugal?”, “What is a bacalhau?”, “Flower festival on Madeira” e t.c. The booklet gives reference to a site with information about holidays in Portugal, travel agencies offering tours to Portugal.
  • 26. Portugal Night ( Welcome to Portugal!)The event is designed for TA Well-off Youth +Aesthetes (among young people). A party dedicatedto Portugal in one of Moscow’s luxury clubs, wherePortugal DJs will play music. Go go girls dressed uplike Portuguese football team’s enthusiasts and likeflowers and butterflies will entertain the public.(Madeira is famous for different flowers and plants). A competition “Who will name the biggest amount of facts about Portugal” and “Who will be able to toss a ball most of all”, as well as a competition about Portuguese football players will take place. Sponsors will provide the winners with prices. A lottery (for those who are willing to participate), a prize – 3 months of free Portuguese language courses. Waitresses dressed up as flowers and butterflies, and waiters wearing a uniform of the Portuguese national football team offer to buy cocktails on the basis of port wine, famous original Portuguese cocktails, for example, Blue temptation (Wolrd cocktail Championship, 1998, Lisbon), original cocktail Riccardo Serao Severima and famous liqueur Ginger that is drank from chocolate glasses.
  • 27. Portugal Night ( Welcome to Portugal!)To offer Quiksilver Company to conduct promotion “BuyClothers in Quiksilver and win a trip to Portugal to attend (forexample) the final stage of Russia’s Surfing Championship” thatwill take place in Ericeira (near Lisbon). (In 2009, Quiksilversponsored one of the stages of the championship in Portugal).The winner of the promotion will be awarded at a partydedicated to Portugal. Possible sponsors of the event: a schoolof the Portuguese language, travel agencies selling tours toPortugal, a company producing port wine, Portugueserestaurants of Moscow, sportswear brand Quiksilver.Communications channels. Cooperation with the press. Journalists from the followingpublications are invited to the festival (or a press release about an event held is sent): OK, Hello,women’s publications – Cosmpolitan, Elle, Grazia, Glamour, men’s publications – Esquire, GQ,Maxim, Men’s health and Internet publications afisha.ru, look at me.ru, theVillage.ru. The pageTAP Portugal on Facebook will offer news about the festival and a photo spread. Anannouncement will also be published on the site of the Portuguese cultural centre in Moscow.Similar parties may be held in, for example, St.Petersburg, Kazan e t.c.
  • 28. Product-placement of Portugal in music video clip The event will have an impact on all groups of the target audience, but mainly on TA “Well-Off Youth” and “Aesthetes among Young”. To shoot a video clip for a Russian singer where she spend her holidays in Portugal, walks along Lisbon and its outskirts, sings in front of certain sights, like Palácio Nacional da Pena, Praça do Comércio and others, takes the famous tram number 28 along narrow streets of Lisbon, dances on a yacht, enjoys sights of the Atlantic ocean on Cabo da Roca and tastes magnificent Belem cakes. A good option is Yulia Savicheva, who, as she says, adores Portugal and has been there several times. Viktoriya Daineko and Zhanna Friske are also possible candidacies. Many of their songs become hits and stay on the top of Russian charts on TV and radio for quite a long time. Possible sponsors of the video (full or partial coverage): Tap Portugal airlines or Transaero, a travel agency. They will have product placement in the video instead.
  • 29. Promotion actions in supermarkets “Perekrestok” «Погнали в Португалию!» «Let’s go to Portugal!» “Perekrestok” is one of the most popular supermarkets in Russia, oriented tomiddle and high class customers. The promotion action is designed for all TA,but most of all for TA “Married couples with children”. “Lets go to Portugal”. In order to participate in the competition, it is necessary to collect 60 stickers. Stickers will be given for each 200 rubles. Booklets with all stickers will be exchanged to a bird toy (Portugal is known for different types of birds) and DVD about Portugal. All customers will get a secret code and will take part in lottery, where winner will get a trip to Portugal for 3 people (a family). The action will be organized from January to April 2012, the lottery in May 2012.
  • 30. Promotion actions in supermarkets “Perekrestok”  “Portuguese port wine promotion action”. The action is generally designed for male TA of all segments. It is necessary to suggest this idea to distributors of Portuguese port wine. Promo-girls in national Portuguese costumes advertise well-known Portuguese port wine in supermarkets “Perekrestok”. They hand out booklets containing information about port wine and Portugal. The booklet gives reference to a site with information about holidays in Portugal, travel agencies offering tours to Portugal.  Have a nice flight to Portugal with TAP Portugal Airlines and collect points on your “Perekrestok” card. You can pay these points for shopping in “Perekrestok”. The action is designed to all TA, especially to TA “Married couples with children”.
  • 31. Portuguese weeks in “Coffee House” «Portuguese sweets»To offer for example “Coffee House” to organize “Weeks of Portuguesesweets”. The promotion action is designed for all TA.Add traditional Portuguese fancy cakes, sponge cakes, macaroons, twiglets,marchpanes and ice cream to the main menu. For example, Belem Lisbon fancy cakes are patty shells with something like creme brulee. They are covered with powdered sugar and cinnamon.
  • 32. Portuguese weeks in “Coffee House” «Portuguese sweets»Set out booklets “Discover Portugal” withinformation about Portuguese sweets andPortugal. The booklet also contain somereference to a site with information aboutholidays in Portugal, travel agencies offeringtours to Portugal.Instead of it tour operators propose to havebanner advertising of “Coffee House” in theirsites.
  • 33. Discount servicesNowadays sites that give information about discounts are very popularin Russia. Having bought a coupon, you can get a discount up to 90%.TA – all segments.The most popular discount sites are Kupikupon.ru, Groupon.ru,Bigbuzzy.ru, Vigoda.ru and others.
  • 34. Discount servicesTo offer to tour agencies, Portuguese language schools, Portuguesecultural centre to cooperate with for example BigBuzzy and to offerdiscount trips to Portugal, discount Portuguese course, and tickets toconcerts of Portugal music and dances.
  • 35. Pictures exhibition “My Portugal” Welcome to Portugal!Professional photographers and amateurphotographers can take part in anexhibition. It is necessary to sendpictures that were taken in Portugal.The best 30 pictures will be presented inpictures exhibition “My Portugal” in oneof the most popular shopping centre inMoscow (Metropolis, Europeiskii orother). The event is designed for all TA.Possible sponsors : “Afisha”, Nikon, Turismode Portugal.
  • 36. Festival of Portugues music and dance «Festa da Portugal!» Welcome to Portugal!The concert will be held in Crocus City Hall, where Portugal and Russian vocalensembles and dance groups will take part.Moreover it will be possible to visit a pictures exhibition, dedicated to Portugal andPortugal culture and Portugal trade fare.Visitors will have a chance to degust traditional Portuguese cuisine (beverages anddelicacies). The event is designed for all TA, especially for “Aesthetes”.
  • 37. Festival of Portuguese music and dance «Festa da Portugal!»Communications channels. Cooperation with the press. Journalists fromthe following publications are invited to the festival (or a press releaseabout an event held is sent): geographic publications - Vokrug Sveta,National Geographic, city magazines – Afisha, Vash dosug, Hello, women’smagazines - Cosmpolitan, and Internet editions Gazeta.ru, Rian.ru. Theofficial page Portugal on Vkontakte will offer news about the festival and aphoto spread. An announcement will also be published on the site of thePortuguese cultural centre.Advertising. Advertising in carriages of the underground – announcementsabout the festival (naming the sponsors). Radio: Radio 7, Serebryanii dozhdand others.Possible sponsors: Radio 7, “Afisha”, Turismo de Portugal.
  • 38. Fado eveningsIt will be nice to have “Fado evevnings” in one of the most popular Portugueserestaurants of Moscow (for example Portu Atrium) on weekends quarterly.Portugal Fado singers will have their concert there.In other big cities (Saint Petersburg, Kazan and others), where there are noPortuguese restaurants “Fado evenings” can be held in fish restaurants.Restaurant visitors will have a great chance to enjoy Portuguese cuisine andPortuguese music. The event is generally designed for TA “Aesthetes”.Communications channels. Cooperationwith the press. Press releases about anevent held is sent to city magazines –Afisha, Vash dosug, women’s magazines -Cosmpolitan, geographic publications -Vokrug Sveta, and Internet editions Look atme, The Village. An announcement will alsobe published on the site of the Portuguesecultural centre.
  • 39. Flashmob “Dancing Portugal”The flashmob will be held outside in summer on the weekend (for example, on the RedSquare, Arbat street, Gorky Park, Vorob’evi gori)The plan of the flahmob: suddenly guys and girls in Portuguese costumes appear in thesquare and start dancing the fiery national Portuguese dance.Those participants of the flashmob, whodon’t take part in dancing, hand outbooklets with information aboutPortugal. Moreover they will record it oncamera and share it on youtube. Thevideo will be added to the officialPortugal page on Vkontakte.The dance can be like this one:http://www.youtube.com/watch?v=9gcwHWwEPBE&feature=player_embeddedThe music like this one:http://www.youtube.com/watch?v=aR5dk3RudGE
  • 40. Flashmob “Portugal’s football”The flashmob will be held outside in summer on the weekend (for example, on the RedSquare, Arbat street, Gorky Park, Vorob’evi gori)The plan of the flahmob: suddenly boys and girls dressed up like Portuguese footballplayers and football fans appear somewhere and start to toss a ball as a freestyledance. Those participants of the flashmob, who don’t take part in dancing, hand out booklets with information about Portugal. Moreover they will record it on camera and share it on Youtube. The video will be added to the official Portugal page on Vkontakte.
  • 41. Weblog “Portugal Holidays”The weblog will be written by a Russian girl ofthe age of 21-25, who come to Portugal tolearn Portuguese in language school for 3months. She will also have Facebook andVkontakte pages. Readers who follow her onthese social networks will know all fresh newsabout her Portugal holidays. For example hername is Ksusha Sinichkina.News will be daily updated and Ksusha willshare her pictures and tell us about her days inamazing Portugal, what Portugal sights shehas visited. She will also share interesting,important and unusual facts about Portugal.
  • 42. Weblog “Portugal Holidays”Moreover, she will have a video-diary on Youtube, where she will tell andshow videos about her life in Portugal to the audience. They will be added toher Vkontakte and Facebook pages. Videos will be done as short funny andinformative episodes, having watched which viewers will wait edgily forcontinuation and new episodes from Ksusha.Guys who follow Ksusha Sinichkina willget lots of important pieces of advice andinformation about Portugal, and will havean opportunity to learn basic Portuguesephrases.Possible sponsors: TAP Portugal,Portuguese language schools.

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