Portugal makeover signals new direction

Portugal has unveiled a new brand image and logo with the slogan, ‘Go Deeper’, which will cover both the consumer and business tourism markets. The new image attempts to challenge buyers’ perceptions that they already know the destination, and urges them to try out new areas of the country. An advertising campaign to support the branding will be rolled out this autumn after the Euro 2004 Championships. "We want to raise awareness of other areas of Portugal among UK organisers and show them we have more to offer than just the traditional beach resort or city locations that they have used in the past," commented José Preto da Silva, head of tourism at the Portuguese National Tourist Office in London. Examples of hitherto under-utilised destinations in Portugal that are investing in their C&I product include Porto Santo, the neighbouring island to Madeira, which opened a 300-capacity conference centre in 2003, and Arade, an area of the Algarve, where the Pavilion will open at the end of this year with a capacity for 1,000 delegates.

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