Place Branding and cultural events: a case study about Óbidos Christmas Village and Chocolate Festival

Abstract

After the change in the executive in 2002, the municipality of Óbidos concentrated its efforts in promoting the town as a tourist destination of national and international attraction. In order to understand the importance of the village in a national context and its affirmation as a brand, this study focuses on the communication of the Óbidos village and the implementation of Place Branding strategies. It analyses how the events contribute to the village’s claim as a brand and the perception of their visitors about them. It aims to identify the place branding strategies presents in the event "Christmas Village", and “Chocolate Festival". Findings allow us to conclude that the village of Óbidos presents distinctive characteristics in contrast with other villages, largely due to cultural events that are organized and an embracing communication carried out by the municipality.