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Alentejo Brief

CREATIVE BRIEF


BRIEFING DATE: Unofficially, Monday, September 20th 2010.
Officially: Monday, October 4th 2010.

BRAND: The Alentejo region of South-West Portugal.

CLIENT: José Fillipe Torres, Bloom Consulting, Madrid, Spain (for the equivalent of the Alentejo Tourist Board/Chamber of Commerce).

PRODUCT: Up-market holiday breaks for cultured European lovers of naturally beautiful, authentic and unspoiled European destinations.

MEDIA/ CHANNELS: Any. Whatever best supports your ‘big idea’.

CLIENT PRESENTATION: Interim: w/c Monday, 1st November; Main presentation: Monday 17th January 2011.

BUDGET: We do not know their media budget; however, I can tell you the idea must be Low cost, that I know for sure; )

DEADLINE: January 17th 2011. Interim, informal work crit by Jose during the Industry Week (November 1st – 5th, 2010).

What is this brand?

Alentejo is one of the most beautiful regions in Europe, in terms of its beautiful, unspoiled beaches.

What’s the business opportunity here?

Alentejo is not built-up and only 200km away from Lisbon.
There is an opportunity here to create an experience for the whole region, or just one specific beach.
There are several beautiful white beaches that stretch as far as the eye
can see.

The part of the Alentejo region we are talking about is the beach side, the coast – so the country side should be out of the brief, no oaks ; )

This experiential campaign should be created in an appealing way, maintaining what is special about this region; sustainable ‘Quality Tourism’ is the main source of income for the local community.
And Alentejo’s main tourists come from Western Europe: Portugal, Spain, UK, Germany, Italy, Scandinavia and the Netherlands.
It’s important to attract a wide variety of tourists with this campaign; see ‘Who Are We Talking To?’ below.

What does this brand stand for?

Everything a package holiday doesn’t – the panacea to TV’s ‘Coach Trip’.

What’s the role of the communication in answering it?

As the product evidently can’t be moved, how can we bring the
‘Alentejo Experience’ from S.W.Portugal to the fashionable, metropolitan European capitals of London, Paris, Rome, Amsterdam, Madrid, Lisbon, Berlin etc?

Who are we talking to?

Various ABC1s: From appreciative Gap Year backpackers, young couples
and couples with young families to appreciative retired couples in a group of like-minded friends.
All of whose idea of a holiday is about as far away from Spain’s Benidorm package tour crowd as you can get – somewhere just like Alentejo, in fact.

In what moment or mindset are we talking to them?

Spring time (?), when our prospects’ thoughts turn to planning a truly
memorable holiday.

What do they currently feel about us?

We have to assume that they don’t even know we’re out there.
As we now live in such a 24-7, over-commercialised, media-saturated world, they’ll be pleasantly surprised to discover such an unspoiled part of the world in easy access to them.

What do we want them to think, feel (and therefore do)?

The type of holiday you thought no longer exists, still does in Alentejo.
So book your villa now.

What’s the one thing we can say to achieve this?

Think of the most beautiful, untamed places in Cornwall. But hot.

Why should they believe us?

Because of your advertising idea. No pressure.

Anything else to tell you?

There will be a research pack, with photographs and facts about the region available to you on September 28th.
And José will be bringing a summary with him.

What will success look like?

Affluent ABC1 Europeans taking in the sights of Alentejo, and all that it has
to offer.

CREATIVE DIRECTOR: Gareth Pitman.

PLANNING DIRECTORS: José Fillipe Torres, Francesco Cerminara &
Gareth Pitman.

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