Portugal taps BrouwerBetist to promote Lisbon in Europe

Madrid: Turismo de Lisboa has tapped Dutch PR shop BrouwerBetist to promote Lisbon in Belgium, Netherlands and Luxembourg this year as part of a broader effort to publicize the Portuguese capital across Europe.

Catarina Vasconcelos, account director for Turismo de Lisboa’s main PR agency LPM Comunicacao, said BrouwerBetist and Belgium-based PR Force were finalists in a pitch late last year, which also included Belgian and Dutch agencies PRP and VL, which previously handled tourism-related work for Turismo de Lisboa.

LPM, which coordinated the agency’s selection alongside Turismo de Lisboa, chose BrouwerBetist because it presented the “best promotional plan and experience record for this type work,” Vasconcelos said.

Reporting mainly to LPM, BrouwerBetist will oversee a range of PR activities to promote Lisbon with tourists in the three assigned countries. The efforts will include trips with the tourism press, press releases and various related events.

BrouwerBetist president Rene Brouwer will report to Vasconcelos who will in turn lead a 6-strong team answering to Turismo de Lisboa’s in-house comms team.

Turismo de Lisboa, which functions under the Portuguese investment, trade and Tourism agency ICEP, has previously used local agencies to promote Lisbon in Spain, France, Germany, Italy and the UK.

The body hopes to hire PR support in Scandinavia, Brasil and the US for one-time assignments in the near future, Vasconcelos confirmed.

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