#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? 9
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! 35
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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