Marketing and Communication Plan

Ruris prepared the Marketing and Communication Plan, a framework for planning and developing the sector, with the primary objective of harnessing the strong tourism potential of the area concerned.

The purpose of this document was to present a model for developing tourism, initially built on the infrastructure, products and brands already present in the area, upgrading and structuring them so that investment in promotion could subsequently be made viable and positive effects recorded in the short term.

Ruris carried out the following actions:

Preparation of the action programme underpinning the application to be submitted to Centro 2020:

• Preparation of the application's descriptive report;
• Support in preparing the application's supporting documents;
• Compilation of the application dossier;
• Definition of the actions for upgrading, structuring and creating new tourism products for the Beiras and Serra da Estrela region;
• Preparation of a supporting document for integrating the tourism products into the routes and itineraries of Turismo Centro, Turismo de Portugal, the Directorate-General for Cultural Heritage, PROVERE and travel agencies;
• Preparation of the individual initiative sheets, the budget per initiative and the overall budget, and preparation of the application's descriptive report;
• Preparation of the project's Financial Viability Study.
• Strategic assessment of Beiras and Serra da Estrela:
  • The evolution of tourism (supply and demand) at national, regional and sub-regional (Beiras and Serra da Estrela) level;
  • Comparative analysis of the evolution of tourism in Beiras and Serra da Estrela against national and regional trends;
  • Framing of the Beiras and Serra da Estrela Tourism Promotion Strategy within national, regional, (supra)municipal and sectoral tourism development strategies, as well as within the national and regional Smart Specialisation Strategy (RIS 3 Centro);
  • Identification and characterisation of the main tourism products of the BSE sub-region;
  • Identification of the region's tourism players, their main competences and the tourism promotion activities they carry out and intend to carry out for the 2017 to 2022 period;
  • SWOT analysis and critical success factors;
  • Summary of the strategic assessment – facts and figures.
  • Vision and institutional positioning of CIM-BSE in the tourism promotion of the area:
    • Consultation with the main regional tourism promotion interlocutors (ERTC, PROVERE and DLBC) to identify the competences and activities carried out by each organisation and to survey the tourism promotion activities to be carried out for the 2017 to 2022 period;
    • Definition of the institutional positioning of CIM-BSE as a new tourism promotion player in the area, and definition of its competences;
    • Definition of the management model and of the coordination between the tourism promotion players in the area.
  • Action plan for the tourism promotion of Beiras and Serra da Estrela 2017 to 2022:
    • Definition of the priority intervention strands;
    • Definition of the strategic and operational objectives;
    • Definition of the actions to be carried out, promoters, partners to involve and budget estimate per action;
    • Definition of the communication and promotion plan for the Beiras and Serra da Estrela area;
    • Definition of the delivery schedule;
    • Definition of the result and output indicators and of the model for supporting and monitoring the action plan.