Creativity says Porto and the Northern Region

  • Dulce Pereira Abrantes

  • Article



Creativity is a hard job and nothing to be done by halves; that is how Porto and the Northern Region embraced the designing of a tourism campaign themed ““Lá em Cima” [“Up There”, free translation]. This campaign, launched in July 2020, by the Porto Tourism Association (ATP) and the Tourism of Porto and Northern Portugal (TPNP), was granted awards in three categories of the Prémios Lusófonos da Criatividade (Lusophone Creativity Awards, free translation]: a Silver award for the copy, in the Production Category, and two Bronze awards in the Digital Category, for the efficacy, both for the digital campaign and the web video.

Porto and Northern Region tune their tourism campaigns to the national market with the goal of promoting Porto, Douro, Minho and Trás-os-Montes as memorable tourism destinations in the country. Under the motto “Lá em Cima” [“Up There”, free translation], the first phase of this unique campaign wants to show nationals how they can connect to the Northern Region on a deeper level.

This initiative not only marks a step in the cooperation between both entities, but also returns to promoting the internal market, namely the entire Northern Region, as a preferred tourist destination of choice.

The invitation is addressed to Portuguese visitors, who have a great opportunity to (re)discover the vast territory in the Northern area of Portugal, the only one to have been granted 5 thousand "Clean & Safe" certification labels regarding restaurants and tourism establishments.

This first phase of the “Lá em Cima” campaign features offers such as "City & Short Breaks", the "Turismo de Gastronomia e Vinhos" [“Gastronomy and Wine Tourism”, free translation], “Natureza", "Saúde e Bem Estar" [“Health and Well Being”, free translation], "Turismo Religioso", "Cultural e Paisagístico" [“Cultural and Landscape Tourism”, free translation], and "Náutico", just to mention a few.

This investment amounts to between 60 and 70 thousand euros, and the campaign is set in a strong digital bet, as is the case of the webpage "O Norte lá em cima", [North Up There”, free translation], where users can access a live chat to experience suggestions on a given destination or activities, or even to relive tourism experiences, in real time display and in a personalised way.

In addition, several promotional videos will be released to stimulate tourism areas in the region, with the Tourism of Porto, Northern Portugal and the Porto Tourism Association strategic plan encompassing a second phase that encourages Spanish visitors to come to the Northern Region.

A third phase extends tourism operations to the international market, particularly Brazil, USA, Germany and United Kingdom, as well as several Asian markets.