After adapting its communication to Porto’s identity, Rádio Comercial is once again investing in a regional campaign, this time dedicated to the Algarve. The station is thus extending the proximity strategy recently launched in the north of the country, once again using humour and local references to strengthen its connection with listeners.
The new outdoor advertising campaign consists of 11 messages inspired by beaches, towns and expressions from the Algarve. Examples include phrases such as “A Shakira é que sabia. Loulé, Loulé, Loulé”, “O rissol e o croquete vieram de férias. Estão nos Salgados” or “Não gosta de areia? Não faz mal. Aqui há Lagos”.
As with the campaign previously launched in Porto, the creative approach seeks to adapt to the regional context, using cultural and geographical codes recognised by those who live in or spend their holidays in the Algarve.
The campaign runs until the end of August and is present across 174 outdoor advertising faces, distributed across OOH and DOOH formats, including digital and conventional MUPIs, LED displays, 8×3 formats and monoposts. The presence begins on the route into the Algarve via the A2 motorway and then extends to urban centres, shopping centres and the region’s main roads, from the Barlavento to the Sotavento.
“The Algarve has a very distinct identity, and this campaign continues the approach we recently launched in Porto: communicating in a close and relatable way, through humour and references that are part of everyday life in each region. We want to create a natural connection both with those who live in the Algarve and with the many Portuguese people who choose it to spend the summer,” says Rita Sobral, VP Revenue Growth at Bauer Media Audio Portugal, quoted in a statement.
She adds that the objective is to accompany listeners at different times of the year, including during the holidays, while also strengthening brand awareness among new audiences. The creative work was developed internally by the Rádio Comercial team, while media planning was handled by Nova Expressão.
