Portugal Honored for Public Relations Campaign

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The Portugal National Tourism Office has won a Platinum Award for its 2007 Community Relations Campaign from the League of American Communications Professionals. The outreach campaign, conducted by Louis Karno & Company Communications for its client, was designed to build media attention to Portugal as a travel destination for the American market.

The Portugal National Tourism Office has won a Platinum Award for its 2007 Community Relations Campaign from the League of American Communications Professionals. The outreach campaign, conducted by Louis Karno & Company Communications for its client, was designed to build media attention to Portugal as a travel destination for the American market.

In addition to extensive media relations activities, the campaign included a monthly e-newsletter to travel journalists, an on-line "news blog" and a press kit. The campaign scored 96 points out of a possible 100, ranking it #10 out of 456 entries. It received the highest score within its competition class--Community Relations for a Government Body--to earn the Platinum distinction.

"We consider the campaign messaging to be superb, which is supported by superb execution of the campaign," said Christine Kennedy, LACP Managing Director. "This entry was among the top 10 of all communications materials judged by LACP this year."

By the end of 2006, Portugal saw a 19 percent increase in visitors over 2005, the second highest increase of any country worldwide. This increase came during a time when global travel was on the decline and U.S.-to-Europe travel was tenuous because of security and exchange rate concerns.

The annual Magellan Awards competition judged more than 450 entries, an unprecedented number of submissions, representing a broad range of industries and organizational sizes. The competition was judged by a field of communications professionals.

Turismo de Portugal is a public institute and a distinct legal entity with administrative and financial autonomy and its own assets. It activity is exercised under the aegis of the Ministry of the Tourism. Its objective is to provide support for the development and promotion of the business structure and investment within the tourism sector as part of the strategic partnership between public policy and the initiatives of private economic agents. For more information about Portugal, visit http://www.visitportugal.com.

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