The campaign, under the slogan "Naturally Better" (”Ao Natural é Melhor”), highlights the municipalities of Aljezur, Monchique, and Odemira. It focuses on local identity, environmental sustainability, and the authentic experiences that define this stretch of Portuguese territory.

According to a joint statement released by the two regional tourism organisations, the project invites travellers from both Portugal and Spain to slow down their daily routines and prioritise direct contact with the natural heritage and local community customs.

Complementary attractions

The three municipalities serve as complementary attractions: Aljezur takes the lead regarding the Atlantic coast, beaches, and surfing; Monchique positions itself as a haven for wellness, thermal spas, and mountain trails; and Odemira blends Alentejo’s rural character with river and coastal environments, standing out for its gastronomy and active tourism activities.

The campaign's digital component, launched earlier this week, primarily targets markets in Portugal and the Spanish autonomous community of Andalusia by using the channels best suited to each audience.

The media plan spans various institutional platforms and communication channels, encompassing editorial content, branded content partnerships, radio and television presence, physical and digital outdoor advertising, and collaborations with digital content creators.

This promotional plan is an integral part of the Communication and Branding Management project for the Southwest Alentejo and Vicentine Coast, co-financed by the "Linha + Interior Turismo" (Tourism for the Interior) initiative from Turismo de Portugal.