'Portugal, the best destination': the case study of a CSR communication that changed mentalities and increased business performance

Beatriz Casais and Bruno Sousa

World Review of Entrepreneurship, Management and Sustainable Development, 2019, vol. 15, issue 1/2, 29-41

Abstract: 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.

Keywords: corporate social responsibility; CSR; integrated marketing communications; new media; societal marketing; destination marketing. (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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