CASE STUDY
Destination Stewardship in the Azores
A video storytelling campaign to reposition the Azores as a premiere sustainable and regenerative tourism destination in Europe with all season tourism.
Campaign Highlights
DESTINATION STEWARDSHIP
We crafted storytelling centered around sustainability and stewardship, focusing on key themes for the outdoors, adventure, food, and wine.
TOURISM DISPERSAL
We promoted visiting smaller, lesser-known islands to help alleviate over-tourism and encourage all-season travel.
SUSTAINABILITY
Our campaign was in support of the rigorous sustainable development work that the Azores has been doing.
Details
Partner: Azores DMO
Location: Pico and Sao Jorge Islands, Azores, Portugal
Key Themes: Sustainability | Gastro-Tourism | Adventure | Outdoors + Nature
CHALLENGE:
The Azores are a relatively newcomer to global tourism and like many emerging destinations have been faced with over tourism to the better-known islands. (How many islands make up Azores and which ones are most commonly visited by tourists)? The Azores wanted to showcase and market the other, less-known islands such as Pico and Sao Jorge to increase travel dispersal. They also wanted to promote tourism as an all-season destination that travelers can enjoy year-round (not only during the summer months when tourism is at its highest level). Lastly, the Azores wanted to showcase their destination stewardship and sustainability initiatives to receive recognition on a national and global level.
SOLUTION:
GLP produced inspiring storytelling content in the lesser-visited islands of the Azores, showcasing local voices, and their stories of resilience, stewardship, and the love of the Azores. To promote tourism dispersal and all-season travel, our stories centered around food, wine, adventure and outdoor experiences in Pico and Sao Jorge Islands, two of the Azores Islands that have not received as much marketing promotion and tourism as the other, more popular islands. Throughout our work, we highlighted the sustainability practices that the Azores Islands are successfully implementing, inspiring responsible travelers to support sustainable tourism practices.
Key Goals
HIGHLIGHT SUSTAINABLE AND REGENERATIVE PRACTICES ON THE TWO ISLANDS.
POSITION THE AZORES AS A LEADING SUSTAINABLE TOURISM DESTINATION.
SHOWCASE THE UNIQUE EXPERIENCE OF LIVING OR VISITING AN ISLAND COMMUNITY.
IDENTIFY THE CULTURAL TRADITIONS THAT ALIGN WITH SUSTAINABLE PRACTICES AND CONTRIBUTE TO FOOD PRODUCTION QUALITY.
CONNECT THE VIEWER TO THE COMMUNITY AND ITS SPIRIT OF RESILIENCE/ISLAND-BORN STRENGTH.
Video Storytelling
JOURNEY TO THE AZORES: EXPLORING LOCAL WINE, FOOD, & SUSTAINABLE TRADITIONS
Join us on a journey to the breathtaking Azores islands off the coast of Portugal, where we'll explore the local wine and food traditions that have been passed down through the ages. Renowned for its sustainable and responsible stewardship practices, the Azores is a place where people have learned to live in harmony with the land, drawing on generations of resilience and innovation to create a truly unique way of life.
DISCOVER THE AZORES: WHERE NATURE MEETS SUSTAINABLE OUTDOOR ADVENTURES
Sustainable Tourism in the Azores: The Azores archipelago is leading the charge in Portugal to fully embrace sustainability practices in the tourism sector. This video showcases the Azores' efforts to use tourism as a means to benefit local communities and to connect visitors to the transformative power of nature.
