Utilize este identificador para referenciar este registo:
https://hdl.handle.net/1822/66654
Título: | ‘Portugal, the best destination’: the case study of a CSR communication that changed mentalities and increased business performance |
Autor(es): | Casais, Beatriz Graça Luz Sousa, Bruno |
Palavras-chave: | Corporate social responsibility CSR Integrated marketing communications New media Societal marketing Destination marketing |
Data: | 2019 |
Editora: | Inderscience |
Revista: | World Review of Entrepreneurship, Management and Sustainable Development |
Resumo(s): | Corporate social responsibility (CSR) practices have shown evidence of success in marketing and business outcomes, even during financial crisis periods and in the context of small businesses. This paper presents a case study of a small company producing digital albums that launched a digital communication campaign aiming to increase the habits of taking and printing digital photos. The campaign also aimed at creating a more positive image about Portugal’s future in a financial crisis context and increasing tourism activities and a sense of national self-esteem among people. The campaign ‘Portugal, the best destination’ invited everyone in Portugal to show the country as a tourist destination of excellence, participating with photos that would be added to the largest photo book recognised by The Guinness World of Records. The buzz created by such a low budget campaign solved the organisation’s lack of awareness and the lack of photography printing routines among consumers, while bringing a Portuguese sense of pride and helping create an external public opinion about the country. |
Tipo: | Artigo |
URI: | https://hdl.handle.net/1822/66654 |
DOI: | 10.1504/WREMSD.2019.098474 |
ISSN: | 1746-0573 |
e-ISSN: | 1746-0581 |
Versão da editora: | https://www.inderscienceonline.com/doi/abs/10.1504/WREMSD.2019.098474 |
Arbitragem científica: | yes |
Acesso: | Acesso restrito UMinho |
Aparece nas coleções: | EEG - Artigos em revistas de circulação internacional com arbitragem científica |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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Casais&Sousa 2019.pdf Acesso restrito! | 318,08 kB | Adobe PDF | Ver/Abrir |