Presentation 33

#LISBON

EMOTIONAL IMAGE OF THE CITY

WCF DAVOS World Communication Forum Barcelona Session 23 May 2014

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Catarina Vasconcelos | Managing Director LPM Comunicação

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Concept of emotional image comes from a variety of sensations 2

Hear

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Taste

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Smell

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Touch 6

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Sight

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Emotional image is made of

flashes

and

crystallizations

in the mind of each person 8

How many of you have already had this experience?

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You had the pleasure of enjoying a

marvelous glass of wine in a

great place

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Just the

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perfect moment

Some time later, in a different place

you ask for

the same wine 12

But it doesn’t 13

feel the same

That’s

emotional image Our

experience

in different situations

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Emotional image is about

feelings

Experiences

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You know the movie

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through the movie you know

Monuments Wonderful views The best spots 17

But do you know how the city smells?

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Have you ever felt you’re inside a story?

In Cuba you do 19

Marrakesh such a mixture of smells textures and colours

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LISBON isn’t this light amazing?

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People are much more

demanding

They want more and more

experiences 22

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They are becoming more and more

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emotional

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Emotions are everywhere

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To get a good

image

There is a need of

humanization 25

Same thing for Tourism

There is a need to

humanize destinations

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the

Our own

Experiences and Feelings

So emotional image is about

Experiences we live through others’

Experiences

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The power of

word of mouth

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The power of Image and

Testimony

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Those who

experience and feel the destinations

become

REAL

PRESCRIBERS 30

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Their testimony is

Real Independent

TRUTHFUL 31

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In the past

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Nowadays

same thing REAL TIME

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food

sightseeing people

culture

Mexico I want to go there!

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Lisbon’s emotional image

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We work on Lisbon’s promotion since 1999 after EXPO 98 Lisbon World Exposition

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What was our goal?

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Marketing Plan / Communication Project

PR Program among priority foreign markets

Spain

France

Germany

Italy

Brazil

UK

Journalists experience and feel Lisbon

TOP PRESCRIBERS! 40

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Emotional Messages

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Relações Públicas ExperienceS

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EXPERIENCES 44

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Relações Públicas

seduction 45

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S E N S I B I L I T Y 46

Ease access

Many cities have Big events

Good food

Cultural offer

Good Hotels 47

Relações Públicas

Not enough 48

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Públicas In Lisbon Relações we have the Product

Typical neighborhoods

Fado

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History and Monuments

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Modern architecture

Food

But alone‌‌. it runs out 50

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Lisbon had to REINVENT itself

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Understand great values and products 52

Transform them in a trendy way

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Maintaining their original essence

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Lisbon realized the Relações Públicas

differentiation is about: Image Humanization Authenticity

Aesthetics 55

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Relações Públicas And…

the

stories we can tell

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Relações Públicas

Still not enough 57

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Relações Públicas Tell me a story

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The Emotional Image is built on stories

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More than storytelling

destinations must be.

Storyselling 60

Sell our city

We need to

show Lisbon through stories 61

Relações Públicas How do we tell stories?

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Relações Públicas

CONTENT MARKETING

CONTENT IS THE NEW BLACK 63

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Not just about

informing

It’s about

connecting and engaging 64

Relações Públicas So, who tells the story?

EVERYONE 65

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All players must work together to offer wonderful and meaningful

experiences

Government Commerce

airlines

Hotels

restaurants

retailers

Lisbon people

Tour operators 66

Everyone must contribute for storyselling

to reach the tourist

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Who will then be

REAL Storyseller 68

70% of tourists say

advice from family and friends

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was important for deciding to go to Lisbon

What do they value in Lisbon?

Remarkable monuments Relaxing environment Friendliness / helpfulness Food

Accommodation 70

Main Attributes

 Ancient city, full of stories  City of feelings

 City of diversity  City of romance

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How is Lisbon different?

Authenticity Feelings Human dimension

Strongest Image Attractive Feelings

Sophistication and modern 72

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Is the level of

satisfaction of tourists regarding Lisbon

on a scale of 1 to 10

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90% say it is highly likely they will go back to Lisbon

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Lisbon must keep telling GREAT STORIES

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Through

VALUABLE CONTENT

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That PEOPLE CAN SHARE

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The city is so GREAT so beautiful so wonderful when tourists its

feel Lisbon

emotional image

becomes even more

powerful

78 can imagine‌ that we

So we keep working 79

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To offer

marvelous glasses of wine

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 Best European Destination in 2013

 Best City Break Destiny  Best Cruise Destiny  Best Convention Bureau  Best Destination to Travel with Kids  National Award of Public Opinion

 Top 10 Cities for Shopping

THANK YOU 81

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