The adaptation for the Anglo-Saxon market of the promotional video of the campaign “O Norte Lá em Cima” (Feel the Call) was honoured with the second award in the category of Tourism Destinations - Region Award during the ITB Berlin travel trade fair.
This award is part of the festival circuit of the International Committee of Tourism Film Festivals, a body that rewards excellence in travel video marketing through a unique and exclusive competition - the Grand Prix CIFFT Circuit.
The campaign focuses on the diversity of experiences that can be experienced in the four sub-destinations. It consists of a longer film and shorter versions, in the form of storytelling, also by investing on a digital format with micro-segmentation configured by the characteristics of the destination itself and its own research. The video starts with “Feel the Call” and takes us on an emotional journey, which covers the main tourist assets of Northern Portugal, from architectural heritage to gastronomy and wines and landscapes.
In a first phase, this campaign focused on promoting the destination among domestic tourists, presenting offers in areas such as 'City & Short Breaks', 'Gastronomy and Wine Tourism', 'Nature Tourism', or 'Health and Wellness Tourism'', 'Religious Tourism', 'Cultural and Landscape Tourism', or 'Nautical Tourism'. It is now in four languages to attract tourists from the nearest markets.
In another phase, after regaining the tourists’ trust to go on long-distance journeys and the reinstatement of air routes, the intention is to intensify the international promotion of the region, which had very important and growing markets in Brazil, USA or Canada to increase the average stay in the region and to reduce seasonality.