Discovering the Serra da Estrela

"À descoberta da Serra da Estrela" set out to increase the profile and external recognition of Beiras and Serra da Estrela as a tourism destination.

The work carried out by Ruris consisted of creating the brand "Serra da Estrela – Um destino em Estado Puro", defining the proposed "bem-haja" communication strategy, identifying the anchor and complementary tourism products and the target segments, structuring the tourism offer and supporting its implementation.

The actions carried out by Ruris were:

• Preparation of the territorial marketing plan and the tourism promotion strategy;
• Organisation of the "Verde Puro" event – a reforestation activity to activate the Nature & Adventure tourism product;
• Organisation of Hosted Buyer programmes, both general and segmented by tourism product;
• Brand activation at tourism fairs and events (e.g. FIT, BTL, etc.);
• Planning and support for project implementation, ensuring that the defined objectives were met and coordinating the other partners and service providers.