The Alentejo and Ribatejo Regional Tourism Board has launched the second phase of its campaign, with the aim of attracting the domestic market. Under the motto “Alentejo cannot be explained, it must be discovered at a leisurely pace”, the communication highlights the diversity of tourism experiences that can be explored at this time of year.

In the television advert, the protagonists are a couple who guide viewers through fragments of a journey featuring landscapes, traditions, gastronomy and wines. In this way, the feeling of summer is extended while the rhythms and colours of autumn are anticipated.

The creative director of New Light Pictures explains that this second wave proposes discovering a “more intimate, inspirational and sensory” Alentejo. “Between nature, the coast at the end of summer, culture, the landscape and wide-open spaces, we created a universe of serenity and contemplation in which the territory reveals itself,” says João Viegas.

The president of the Alentejo and Ribatejo Regional Tourism Board, meanwhile, says that the domestic market continues to be of “extreme importance”. “This is a time of year when we have an Alentejo that is even closer to people and more connected with them, a more exclusive Alentejo that belongs to each of us, ideal for a shorter holiday or a getaway,” adds José Santos.

The campaign will be present on television, across generalist and thematic channels, as well as digitally, through social media, Search and display and video formats. It will also have an outdoor presence, through digital and traditional MUPIs.