Portugal: Positioning and Promotion Strategy in Russian market in 2012

Svetlana GumarovaElena Gumarova

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

Viva PortugalViva Portugal!!

A trip to Portugal is a chance to visit a wonderful country with rich historic heritage, great wines and cuisine (including both sea food and meat), excellent hotels with first-rate services, moderate warm 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.

•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, Following traces of great discoverers , Honey moon, Romantic tours, Carnival tours, Festival tours, Football tours, Surfing schools, Hiking tours and etc.)

• Excellent hotels and wonderful Pousadas (a group of uniquely luxurious accommodations, located throughout Portugal in Castles, Palaces, Mansions, Manors and other local architectural typical structures)

Tours to PortugalTours to Portugal

Mood board ofMood board of PortugalPortugal

9,7

90,3%

Warm, sunny, beautiful, kind, brave, musical, proud, historical, original, calm, football loving, delicious

ResearchResearchQuestions: 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 52

Results: 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.

2) Almost all of polled people would like to visit Portugal.

9,7

90,3%

ResearchResearchResults: 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)

Analysis of the Russian touristic flowAnalysis of the Russian touristic flowThe number of trips made by Russian tourists overseas grew by 32% in 2010

The most visited countries among the Russian tourists in 2010 are: TurkeyEgyptChinaFinlandGermanyThailandItalySpain Portugal is on 39 place in terms of visiting.

The Leaders of increase of Russian touristic flow are:Mexico (3562%), Thailand(99,4%), Portugal (80%), Cuba (74%), Dominican Republic ( 70,4%),Vietnam(68%), Morocco (55%).

On the basis of analysis, a big number of Russian tourists love to travel to exotic counties, where they can enjoy warm weather. One of the main criteria while choosing of vacation destination is possibility of beach-related rest and combination of it with sightseeing tour.

Анализ российского турпотокаАнализ российского турпотока

Въездной поток российских граждан в отели Португалии в 2009 году составил около 60 тыс. человек, что соответствует 0,9% от всех прибытий иностранцев.

По данным Turismo de Portugal


Изучение статистики запросов первых трёх месяцев 2010 года свидетельствует о резком увеличении запросов по Португалии почти в 3,5 раза в сравнении с аналогичным периодом 2009 года.


Около 50% всех запросов по Португалии в 2010 году (первые 3 месяца) пришлось на остров Мадейра


Наибольшее количество запросов по Португалии приходится на летние месяцы июнь и июль до 40%, наименьшее на январь и февраль (не более 5%).


Наиболее популярной категорией отелей на курортах Португалии для россиян являются отели уровня 4*.

Strengths• The South of Western Europe+ Islands (The possibility to combine active cultural tour (Lisbon and etc. part) with relaxing rest on the island of Madeira - island of the constant spring) • Rich historical heritage• The unique nature• The unique culture• «The trip to the end of the Earth», Cape Roca, Atlantic Ocean • Possibilities to combine the cultural part of rest and active sport ( esp. surfing) • Crime rate is very low • Country is unknown for Russian tourists (interesting to novators)• A lot of fish restaurants, possibility to try and enjoy delicious Portuguese cuisine• Possibilities to taste Vinho Verde (green wine, only 11% of it is exported to other countries), Porto, other different kinds of wine and also amazingly delicious cakes of Belem • Warm mild climate all year round, not very hot• Lisbon Oceanarium – the biggest in Europe + Aquaparks

Weaknesses•Visa• Cold ocean•High prices (tickets and hotels)•Hotel staff and salesmen don’t speak Russian•“all inclusive” service system is not prevalent

Opportunities•The Government of the country is interested in development of tourism • Russian touristic companies are interested in lounge of new holiday destinations• There must be a Russian-speaking agent from touristic companies in hotels, hotels should suggest good discounts for little kids, there should be comfortable water pools for kids, nannies•“All inclusive” system of service is desirable

Threats•If there is a failure with getting a visa to Portugal, some troubles with getting a visa to other foreign countries may occur

SWOT – analysisSWOT – analysis

Analysis of the main competitors:Analysis of the main competitors: Turkey and Egypt Turkey and Egypt

Advantages:• No visa needed• “All inclusive” service system • Low prices• Ideal place for holidays with kids. Almost

in every hotel there is a Mini club for kids (nannies, entertainment team), comfortable water pools for kids, water slides.

• Warm sea (Comfortable for swimming for 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

Disadvantages:

• Too hot is summer time

• No that many sights to visit (next to the resorts)

• Too popular resort among the Russian people, it’s not interesting for novators

Analysis of the main competitors:Analysis of the main competitors: Spain Spain

Advantages:• The South part of Western Europe

+ Canary Islands• Historic heritage, sights,

architecture• Warm sea (good for the holidays

with little kids )• Mini club for kids, анимации для

детей• Beach season is about 5 months• Unique culture• Water sports• Port Aventura Park (is interested

for kids and adults), Aqua park, Oceanarium

Disadvantages:• Visa• High prices• Not all hotels have their own

beaches• Not all hotels suggest “all

inclusive” service system

Age of parents: 28 - 40 Age of kids: 2-15 Possibilities to travel abroad: once a year or moreIncome of each parent: about 2700$. The target of travelling: 1)to rest on the beach with kids; 2)to visit the main sights, to enjoy beautiful views of cities; 3)entertainment, that is interesting for both kids and parents; 4)To enjoy the delicious local cuisine;5)Some shopping

Age: 25 – 60 Travel alone, or in a couple with someone or in a group of about 5 people once and more times a year.Income: 2000 S The target of travelling:1)to explore unique culture of unknown country, historical facts 2)to visit as many sights as possible, museums, to feel the atmosphere of the foreign city; 3)enjoy the local cuisine;4)to visit local bars, cafes, restaurants, clubs (for young audience) 5) to rest on the beach; 6) shopping

Age 18 – 30 Travel in a couple with someone or in a group of several people once or more times a year.Sponsored by parents, or earn their own money.The target of travelling: 1)to rest on the beach; 2)to visit local bars and night clubs ;3)to make a bunch of new friends, 3)to visit sights;4) active sports (like surfing); 5)shopping

How do they spend their free time: Visiting of concerts for kids, movie theatres, theatres, different events for kids, cafes, restaurants, shopping centers. What kind of media do they prefer:Детские журналы, женские журналы: «Лиза», «Добрые советы», «Домашний очаг» Городские журналы: “OK”, “Hello”, «Семь дней», географические издания: “Geo”, “Geolenok”, “National Geographic” , новостные, делов. Детское радио, Europa plus, Love radio, Серебряный дождь, Best FM и другие.Смотрят: 1 канал, детские каналы, СТС, Домашний, Discovery, National Geographic.

How do they spend their free time: visiting of exhibitions, museums, concerts, theatres, cafes, movie theatres, restaurants, coffee shops, shopping centers. What kind of media do they prefer:Географические издания: “Geo”, “National Geographic”, деловые и новостные издания, женские, мужские журналы.Радио: Серебряный дождь, Love radio, Europa plus, Эхо-Москвы, Ретро FM, Авторадио, Best FM и другие.Смотрят: Euronews, Discovery, National Geographic, 1 канал, Россия, ртр Спорт, СТС

How do they spend their free time: visiting movie theatres, bars, night clubs, cafe, coffe shops, exhibitions, shopping centers.What kind of media do they prefer: женские журналы: “Cosmopolitan”, “Grazia”, “Elle”, “Glamour” и др., мужские “Esquire”, “GQ”, “Maxim”, “Men’s Health”, географические издания, новостные издания. Смотрят Mtv, Музтв, 1 канал, СТС, РТР спорт и др.

All of them are active internet-users.

Brand PositioningBrand 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.

Brand PositioningBrand PositioningДля каждого выделенного сегмента ЦА:1 - Семейные пары с детьми;2 - Путешественники-эстеты;3 - Обеспеченная молодежь.

Brand PositioningBrand Positioning

Реализация желаний

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Подавление желаний

Для путешественников

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для путешественников –эстетов

для обеспеченной молодежи

Events carried out to promote PortugalEvents 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)

Events carried out to promote PortugalEvents 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).

Продвижение брендаПродвижение 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 рекламу http://www.youtube.com/watch?v=13JzhYcS0mw

• Наружная реклама (баннерная реклама);• Реклама на транспорте (автобусах)

Продвижение брендаПродвижение бренда

BTL (Below the line), PR

• Пресс-тур для печатных изданий: различные туры в Португалию

• Пресс-тур для ТВ: эксклюзивный материал для передачи о путешествиях

Каналы коммуникации: Печатные СМИ: Географические издания, мужские, женские журналы (описанные ранее в разделе о сегментации ЦА).

B2B и B2C мероприятия с учетом сегментации ЦА описаны далее.

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 to Portuguese music. Costumes for the performance: girls – flowers, boys – roosters (as a rooster 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 flower costumes (an event like those held on Madeira).


Apart from the competition, the park will host a fair of flowers, where flower companies of Moscow will sell different flowers in pots. A fair of sweets will also take place and feature Portuguese cakes, rooster candies on a stick. Balloons will be sold.

Communications channels. Cooperation with the press. Journalists from the following publications 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 Facebook will offer news about the festival and a photo spread. An announcement will also be published on the site of the Portuguese cultural centre in Moscow.

Advertising. Advertising in carriages of the underground – announcements about the festival (naming the sponsors). Radio: Europa Plus, Love Radio, children’s radio and others.

Possible sponsors of the event: flower shops of Moscow, travel agencies, selling tours to Portugal, Portuguese restaurants of Moscow, retail chain Perekryostok.


Prizes for winners:

1 place – a trip to Lisbon, where the winners of the competition may familiarize themselves with the original Portuguese culture; 2, 3 places – presents from sponsors, dinner in a Portuguese restaurant in Moscow. 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.

Portugal Night ( Welcome to Portugal!)

The event is designed for TA Well-off Youth + Aesthetes (among young people). A party dedicated to Portugal in one of Moscow’s luxury clubs, where Portugal DJs will play music. Go go girls dressed up like Portuguese football team’s enthusiasts and like flowers 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.

Portugal Night ( Welcome to Portugal!)

To offer Quiksilver Company to conduct promotion “Buy Clothers in Quiksilver and win a trip to Portugal to attend (for example) the final stage of Russia’s Surfing Championship” that will take place in Ericeira (near Lisbon). (In 2009, Quiksilver sponsored one of the stages of the championship in Portugal). The winner of the promotion will be awarded at a party dedicated to Portugal. Possible sponsors of the event: a school of the Portuguese language, travel agencies selling tours to Portugal, a company producing port wine, Portuguese restaurants of Moscow, sportswear brand Quiksilver.

Communications channels. Cooperation with the press. Journalists from the following publications 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 page TAP Portugal on Facebook will offer news about the festival and a photo spread. An announcement 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.

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.

Product-placement of Portugal in music video clip

«Погнали в Португалию!»«Погнали в Португалию!» ««Let’s go to PortugalLet’s go to Portugal!»!»

“Perekrestok” is one of the most popular supermarkets in Russia, oriented to middle and high class customers. The promotion action is designed for all TA, but most of all for TA “Married couples with children”.

Promotion actions in supermarkets “Perekrestok”Promotion actions in supermarkets “Perekrestok”

“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.

Promotion actions in supermarkets “Perekrestok” 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”.

Portuguese weeks in “Coffee House”Portuguese weeks in “Coffee House”

To offer for example “Coffee House” to organize “Weeks of Portuguese sweets”. 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.

««Portuguese sweetsPortuguese sweets»»

Portuguese weeks in “Coffee House” Portuguese weeks in “Coffee House”

Set out booklets “Discover Portugal” with information about Portuguese sweets and Portugal. The booklet also contain some reference to a site with information about holidays in Portugal, travel agencies offering tours to Portugal.

Instead of it tour operators propose to have banner advertising of “Coffee House” in their sites.

««Portuguese sweetsPortuguese sweets»»

Nowadays sites that give information about discounts are very popular in 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.

Discount servicesDiscount services

To offer to tour agencies, Portuguese language schools, Portuguese cultural centre to cooperate with for example BigBuzzy and to offer discount trips to Portugal, discount Portuguese course, and tickets to concerts of Portugal music and dances.

Discount servicesDiscount services

Welcome to Portugal!Welcome to Portugal!

Pictures exhibition “My Portugal”Pictures exhibition “My Portugal”

Professional photographers and amateur photographers can take part in an exhibition. It is necessary to send pictures that were taken in Portugal.

The best 30 pictures will be presented in pictures exhibition “My Portugal” in one of the most popular shopping centre in Moscow (Metropolis, Europeiskii or other). The event is designed for all TA.

Possible sponsors : “Afisha”, Nikon, Turismo de Portugal.

Welcome to PortugalWelcome to Portugal!!

Festival of Portugues music and dance Festival of Portugues music and dance ««Festa da Portugal!Festa da Portugal!»»

The concert will be held in Crocus City Hall, where Portugal and Russian vocal ensembles and dance groups will take part.

Moreover it will be possible to visit a pictures exhibition, dedicated to Portugal and Portugal culture and Portugal trade fare.

Visitors will have a chance to degust traditional Portuguese cuisine (beverages and delicacies). The event is designed for all TA, especially for “Aesthetes”.

Communications channels. Cooperation with the press. Journalists from the following publications are invited to the festival (or a press release about an event held is sent): geographic publications - Vokrug Sveta, National Geographic, city magazines – Afisha, Vash dosug, Hello, women’s magazines - Cosmpolitan, and Internet editions Gazeta.ru, Rian.ru. The official page Portugal on Vkontakte will offer news about the festival and a photo spread. An announcement will also be published on the site of the Portuguese cultural centre.

Advertising. Advertising in carriages of the underground – announcements about the festival (naming the sponsors). Radio: Radio 7, Serebryanii dozhd and others.

Possible sponsors: Radio 7, “Afisha”, Turismo de Portugal.

Festival of Portuguese music and dance Festival of Portuguese music and dance ««Festa da Portugal!Festa da Portugal!»»

Fado eveningsFado eveningsIt will be nice to have “Fado evevnings” in one of the most popular Portuguese restaurants 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 no Portuguese restaurants “Fado evenings” can be held in fish restaurants. Restaurant visitors will have a great chance to enjoy Portuguese cuisine and Portuguese music. The event is generally designed for TA “Aesthetes”.

Communications channels. Cooperation with the press. Press releases about an event held is sent to city magazines – Afisha, Vash dosug, women’s magazines - Cosmpolitan, geographic publications - Vokrug Sveta, and Internet editions Look at me, The Village. An announcement will also be published on the site of the Portuguese cultural centre.

The flashmob will be held outside in summer on the weekend (for example, on the Red Square, Arbat street, Gorky Park, Vorob’evi gori)

The plan of the flahmob: suddenly guys and girls in Portuguese costumes appear in the square and start dancing the fiery national Portuguese dance.

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.

The dance can be like this one: http://www.youtube.com/watch?v=9gcwHWwEPBE&feature=player_embedded The music like this one: http://www.youtube.com/watch?v=aR5dk3RudGE

Flashmob “Dancing Portugal”Flashmob “Dancing Portugal”

The flashmob will be held outside in summer on the weekend (for example, on the Red Square, Arbat street, Gorky Park, Vorob’evi gori)

The plan of the flahmob: suddenly boys and girls dressed up like Portuguese football players and football fans appear somewhere and start to toss a ball as a freestyle dance.

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.

Flashmob “Portugal’s football”Flashmob “Portugal’s football”

The weblog will be written by a Russian girl of the age of 21-25, who come to Portugal to learn Portuguese in language school for 3 months. She will also have Facebook and Vkontakte pages. Readers who follow her on these social networks will know all fresh news about her Portugal holidays. For example her name is Ksusha Sinichkina.

News will be daily updated and Ksusha will share her pictures and tell us about her days in amazing Portugal, what Portugal sights she has visited. She will also share interesting, important and unusual facts about Portugal.

Weblog “Portugal Holidays”Weblog “Portugal Holidays”

Moreover, she will have a video-diary on Youtube, where she will tell and show videos about her life in Portugal to the audience. They will be added to her Vkontakte and Facebook pages. Videos will be done as short funny and informative episodes, having watched which viewers will wait edgily for continuation and new episodes from Ksusha.

Weblog “Portugal Holidays”Weblog “Portugal Holidays”

Guys who follow Ksusha Sinichkina will get lots of important pieces of advice and information about Portugal, and will have an opportunity to learn basic Portuguese phrases.

Possible sponsors: TAP Portugal, Portuguese language schools.

Portugal: Positioning and Promotion Strategy in Russian market in 2012

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