Title | TRAVEL MIND READER |
Brand | TURISMO DE PORTUGAL |
Product/Service | PORTUGAL TOURISM |
Category |
A07. Use of Real-time Data |
Entrant
|
PARTNERS Lisbon, PORTUGAL
|
Idea Creation
|
PARTNERS Lisbon, PORTUGAL
|
Credits
Ivo Purvis |
Partners |
Executive Creative Director |
Pedro Lima |
Partners |
Creative Director |
Tomás Froes |
Partners |
Planning Director |
João Pereira |
Partners |
Planning Manager |
João Pereira |
Partners |
Planning Manager |
Maria Caldeira |
Partners |
Copywriter |
Duarte Pires |
Partners |
Digital Designer |
The Campaign
What we first identified is that each country's message is very similar, focusing on the word and action on VISIT. Nevertheless, according to the most influential study's, more than visiting
people travel to FEEL.
Hence, our strategy was tapping into peoples emotions to discover relevant travel destinations.
For that we used real time data, obtained by scanning the brain activity.
People cued to live this experience and the media covered this brand activation promoting Portugal’s destinations and innovative spirit.
Tourism exhibitions are the arena of a fierce fight for attention.
Having Portugal a much smaller budget compared to the main tourism destinations, we had to create something that would stand out in one of biggest world exhibitions.
What we first identified is that each country's message is very similar, focusing on the word and action on VISIT. Nevertheless, according to the most influential study's, more than visiting
people travel to FEEL.
Hence, our strategy was tapping into peoples emotions to discover relevant travel destinations.
For that we used real time data, obtained by scanning the brain activity.
Our strategy was tapping into peoples emotions to discover relevant travel destinations.
For that we used real time data, obtained by scanning the brain
activity.
And, with the development of a new software we matched emotions people had with destinations Portugal had to offer.