The ICEP of Portugal divided a country into 7 tourist regions, leaving Estoril in the Lisbon region. The Junta do Estoril wanted to know the opportunities of competing successfully as an independent destination and the priority business models in which to invest.
On the other hand, Estoril didn’t have a powerful and differentiated corporative identity, and it considered it was necessary strengthening its image through the strategies’ definition and communicational actions at short and medium term. |
THR proposed the following:
- Analysis and competitive diagnostic
- Designing the competitive strategies for the destination: priority sectors, targets, geographical markets and positioning.
- Developing business models and improvement programmes for the related sectors.
- Programming the competitive improvements
- Establishing the Organizational Model and Junta Management
- Elaboration of the strategy for the three key attractions: Marina de Cascais, Sintra National Park and Cascais fort-hill.
- Definition of the international standards for the equipment and services for the hotels.
The design of a new corporative identity, including the arts and the application manual, was carried out in the second phase of the project.
Afterwards, the preparation of the Communicational Manual including the development of the communicational strategy and the design of the advertising (TV spots, billboards, etc.); publications (general catalogue, pocket size guide, hotel, restaurants and activities guide and products leaflets), posters for the events; maps: stand-ups: giveaway (bags, shirts, cards); sale folder; sale manual and web site design. |
Business Consulting
