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#LISBON

EMOTIONAL IMAGE OF THE CITY

WCF DAVOS World Communication Forum Barcelona Session 23 May 2014

1

Catarina Vasconcelos | Managing Director LPM Comunicação

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Concept of emotional image comes from a variety of sensations 2


Hear

3


Taste

4

4


Smell

5

5


Touch 6

6


Sight

7

7


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

10


Just the

11

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

14


Emotional image is about

feelings

Experiences

15


You know the movie

16


through the movie you know

Monuments Wonderful views The best spots 17


But do you know how the city smells?

18


Have you ever felt you’re inside a story?

In Cuba you do 19


Marrakesh such a mixture of smells textures and colours

20


LISBON isn’t this light amazing?

21

21


People are much more

demanding

They want more and more

experiences 22

22


They are becoming more and more

23

emotional

23


Emotions are everywhere

24


To get a good

image

There is a need of

humanization 25


Same thing for Tourism

There is a need to

humanize destinations

26

the


Our own

Experiences and Feelings

So emotional image is about

Experiences we live through others’

Experiences

27


The power of

word of mouth

28


The power of Image and

Testimony

29


Those who

experience and feel the destinations

become

REAL

PRESCRIBERS 30

30


Their testimony is

Real Independent

TRUTHFUL 31

31


In the past

32


Nowadays

same thing REAL TIME

33

33


34


food

sightseeing people

culture

Mexico I want to go there! 35


Lisbon’s emotional image

36


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

37

37


What was our goal?

38


39

39


Marketing Plan / Communication Project

PR Program among priority foreign markets

Spain

France

Germany

Italy

Brazil

UK

Journalists experience and feel Lisbon

TOP PRESCRIBERS! 40

40


Emotional Messages

41

41


42

42


Relações Públicas ExperienceS

43

43


EXPERIENCES 44

44


Relações Públicas

seduction 45

45


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

48


Públicas In Lisbon Relações we have the Product

Typical neighborhoods

Fado

49

History and Monuments

49


Modern architecture

Food

But alone‌‌. it runs out 50

50


Lisbon had to REINVENT itself

51


Understand great values and products 52


Transform them in a trendy way

53


Maintaining their original essence

54


Lisbon realized the Relações Públicas

differentiation is about: Image Humanization Authenticity

Aesthetics 55

55


Relações Públicas And…

the

stories we can tell

56

56


Relações Públicas

Still not enough 57

57


Relações Públicas Tell me a story

58

58


The Emotional Image is built on stories

59


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?

62

62


Relações Públicas

CONTENT MARKETING

CONTENT IS THE NEW BLACK 63

63


Not just about

informing

It’s about

connecting and engaging 64


Relações Públicas So, who tells the story?

EVERYONE 65

65


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

67


Who will then be

REAL Storyseller 68


70% of tourists say

advice from family and friends

69

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

71


How is Lisbon different? Authenticity Feelings Human dimension

Strongest Image Attractive Feelings

Sophistication and modern 72


8

Is the level of

satisfaction of tourists regarding Lisbon

on a scale of 1 to 10

73


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

74


Lisbon must keep telling GREAT STORIES

75


Through

VALUABLE CONTENT

76


That PEOPLE CAN SHARE

77


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

79


To offer

marvelous glasses of wine

80


 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

81

Presentation 33  

http://www.forumdavos.com/uploads/regional_presentations/files/presentation_33.pdf

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