Cheese Route of Central Portugal
With the aim of establishing the Tourism and Gastronomy Route: Cheeses of Central Portugal, and of demonstrating its importance in adding value to the chain around Centro region PDO cheese, RURIS developed a joined-up campaign across different media. This campaign was developed in close coordination with InovCluster.
The media plan drawn up included placements on television, radio, and in the national and international press, together with work alongside a digital ambassador.
The campaign involved Rádio Renascença, CMTV-Sábado Viajante, the weekly Sol-Incorporate Magazine and Revista Viajes El Mundo, all considered strategic media in tourism promotion.
Through this strategy, RURIS hopes to reach different target audiences, spark genuine interest in this new tourism product and attract new tourism flows to the Centro region.
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