#LISBON EMOTIONAL IMAGE OF THE CITY WCF DAVOS

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Joel Cameron
7 years ago
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1 #LISBON EMOTIONAL IMAGE OF THE CITY WCF DAVOS World Communication Forum Barcelona Session 23 May > Catarina Vasconcelos Managing Director LPM Comunicação

2 Concept of emotional image comes from a variety of sensations 2

3 Hear 3

4 Taste 4 4

5 Smell 5 5

6 Touch 6 6

7 Sight 7 7

8 Emotional image is made of flashes and crystallizations in the mind of each person 8

9 How many of you have already had this experience? 9

10 You had the pleasure of enjoying a marvelous glass of wine in a great place 10

11 Just the perfect moment 11

12 Some time later, in a different place you ask for the same wine 12

13 But it doesn t feel the same 13

14 That s emotional image Our experience in different situations 14

15 Emotional image is about Experiences feelings 15

16 You know the movie 16

17 through the movie you know Monuments Wonderful views The best spots 17

18 But do you know how the city smells? 18

19 Have you ever felt you re inside a story? In Cuba you do 19

20 Marrakesh such a mixture of smells textures and colours 20

21 LISBON isn t this light amazing? 21 21

22 People are much more demanding They want more and more experiences 22 22

23 They are becoming more and more emotional 23 23

24 Emotions are everywhere 24

25 To get a good image There is a need of humanization 25

26 Same thing for Tourism There is a need to humanize the destinations 26

27 Our own Experiences and Feelings So emotional image is about Experiences we live through others Experiences 27

28 The power of word of mouth 28

29 The power of Image and Testimony 29

30 Those who experience and feel the destinations become REAL PRESCRIBERS 30 30

31 Their testimony is Real Independent TRUTHFUL 31 31

32 In the past 32

33 Nowadays same thing REAL TIME 33 33

34 34

35 food sightseeing people culture Mexico I want to go there! 35

36 36 Lisbon s emotional image

37 We work on Lisbon s promotion since 1999 after EXPO 98 Lisbon World Exposition 37 37

38 What was our goal? 38

39 39 39

40 Marketing Plan / Communication Project PR Program among priority foreign markets Spain France Germany Italy UK Brazil Journalists experience and feel Lisbon TOP PRESCRIBERS! 40 40

41 Emotional Messages 41 41

42 42 42

43 Relações Públicas ExperienceS 43 43

44 EXPERIENCES 44 44

45 Relações Públicas seduction 45 45

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

47 Ease access Many cities have Cultural offer Big events Good food 47 Good Hotels

48 Relações Públicas Not enough 48 48

49 Relações Públicas In Lisbon we have the Product Typical neighborhoods Fado History and Monuments 49 49

50 Modern architecture Food But alone. it runs out 50 50

51 Lisbon had to REINVENT itself 51

52 Understand great values and products 52

53 Transform them in a trendy way 53

54 54 Maintaining their original essence

55 Relações Públicas Lisbon realized the differentiation is about: Image Humanization Authenticity Aesthetics 55 55

56 Relações Públicas And the stories we can tell 56 56

57 Relações Públicas Still not enough 57 57

58 Relações Públicas Tell me a story 58 58

59 The Emotional Image is built on stories 59

60 More than storytelling destinations must be. Storyselling 60

61 Sell our city We need to show Lisbon through stories 61

62 How do we tell stories? Relações Públicas 62 62

63 Relações Públicas CONTENT MARKETING CONTENT IS THE NEW BLACK 63 63

64 Not just about informing It s about connecting and engaging 64

65 Relações Públicas So, who tells the story? E V E R Y O N E 65 65

66 All players must work together to offer wonderful and meaningful experiences Government airlines Commerce Hotels restaurants retailers Tour operators 66 Lisbon people

67 Everyone must contribute for storyselling to reach the tourist 67

68 Who will then be REAL Storyseller 68

69 70% 69 of tourists say advice from family and friends was important for deciding to go to Lisbon

70 What do they value in Lisbon? Remarkable monuments Relaxing environment Friendliness / helpfulness Food Accommodation 70

71 Main Attributes Ancient city, full of stories City of feelings City of diversity City of romance 71

72 How is Lisbon different? Authenticity Feelings Human dimension Strongest Image Attractive Feelings Sophistication and modern 72

73 8 Is the level of satisfaction of tourists regarding Lisbon on a scale of 1 to 10 73

74 90% say it is highly likely they will go back to Lisbon 74

75 Lisbon must keep telling GREAT STORIES 75

76 Through VALUABLE CONTENT 76

77 That PEOPLE CAN SHARE 77

78 The city is so GREAT so beautiful so wonderful when tourists feel Lisbon its emotional image becomes even more powerful that we 78 can imagine

79 So we keep working 79 79

80 To offer marvelous glasses of wine 80

81 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

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