#LISBON EMOTIONAL IMAGE OF THE CITY WCF DAVOS World Communication Forum Barcelona Session 23 May 2014 1 > Catarina Vasconcelos Managing Director LPM Comunicação
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 perfect moment 11
Some time later, in a different place you ask for the same wine 12
But it doesn t feel the same 13
That s emotional image Our experience in different situations 14
Emotional image is about Experiences feelings 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 emotional 23 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 the destinations 26
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
36 Lisbon s emotional image
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 UK Brazil 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 Cultural offer Big events Good food 47 Good Hotels
Relações Públicas Not enough 48 48
Relações Públicas In Lisbon we have the Product Typical neighborhoods Fado History and Monuments 49 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
54 Maintaining their original essence
Relações Públicas Lisbon realized the 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
How do we tell stories? Relações Públicas 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? E V E R Y O N E 65 65
All players must work together to offer wonderful and meaningful experiences Government airlines Commerce Hotels restaurants retailers Tour operators 66 Lisbon people
Everyone must contribute for storyselling to reach the tourist 67
Who will then be REAL Storyseller 68
70% 69 of tourists say advice from family and friends 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 feel Lisbon its emotional image becomes even more powerful that we 78 can imagine
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