Aldeias do Xisto: a estratégia de marketing e comunicação de uma marca territorial

Abstract

This article analyzes the marketing and communication strategy used to affirm the Schist Villages as a territorial mark at national and international tourist scenes. The Schist Villages project is part of a regional development strategy pursued in the Central Region of Portugal by public and private organizations with the aim of promoting the social and economic development of this territory. In the research process, documents issued by governmental entities and the Agency for Tourism Development Schist Villages (ADXTUR) were analyzed, former and current project managers were interviewed, as well as the brand´s private partners. The results show that the construction of the brand focused on affirming the identity and reputation of the destination, increasingly directed towards internationalization, the capture of new audiences and commercial communication.