The two best known Portuguese people in England will be allowing their images to be used to promote Algarve tourism there. José Mourinho and Cristiano Ronaldo will be spearheading the international launching of the Allgarve brand in London. The manager will thus be repeating the experience of promoting Portugal in England, following the campaign by the Portuguese Tourism Institute with APCOR and ICEP to promote Portuguese cork in the British market.

Adversaries on the pitch – Chelsea has just lost the Premiership to Manchester - Mourinho and Ronaldo are promising to give their support to an event that will present the brand created by the government to promote the Algarve abroad, even after the fiery exchange of words between the two little more than a week ago.

The highlight of the ceremony will be the transformation of the garden of a London hotel into a golf course, where the Portugal Master's will be promoted. Another of the products that will the subject of close attention will be tourism connected with the sea, though the presentation of the Portuguese leg of the Breitling Med Cup which will have the Portimão Marina as its support base.

The Allgarve brand, which is part of a three million euro programme for the development of tourism in the region, and was announced by Minister Manuel Pinho in March, is intended to include a series of events in different areas with the aim of “offering memorable experiences”.

The idea of the brand is to reflect diversity, glamour and credibility, and is accompanied by the slogan “experiences of a lifetime” in a programme which will last for at least three years, according to those responsible for the sector in government.

Concerts by Lou Reed and Norah Jones on golf courses, nights with DJs, jazz sessions, exhibitions and sporting events that are international in scope, are on the list of initiatives.

After London, the brand, which is promoted by Turismo de Portugal and by the Algarve Promotion Bureau (ATA), will be presented in Madrid (23rd May) and in Moscow (28th and 29th May).

 

source: algarve observer