Madeira Promotion Bureau has launched a new travel marketing campaign that differentiates messages based on specific audiences and especially targets individuals aged 55 and above.

The new campaign comes on the back of the launch, in 2023, of the "Experience Madeira for Yourself" campaign, which was rolled out in international markets. This ongoing campaign is based on the idea that Madeira has everything - mountains, sea, and culture - making it a year-round destination for everyone.

Recognising the challenge of showcasing all this in an advertisement, the Madeira Promotion Bureau chose to create a disruptive campaign. It challenges traditional tourism promotion by acknowledging that the truest experience of Madeira and Porto Santo can only be had in person.

Now, Madeira Promotion Bureau is taking an extra step by addressing the needs of different audiences and expanding its segmentation to include specific content within the campaign. This includes tailoring content for travellers aged between 55 and 65 to meet the needs and preferences of this age group. The campaign's adaptation emphasises the destination's commitment and communication strategy to strengthen the Madeira brand's signature, based on a sense of belonging—"Madeira. Belongs to all."

This approach and segmentation are designed to directly impact the target audience by considering their needs and aspirations and highlighting experiences that match their interests.

ENDS

About Madeira. Belongs to all

• Madeira. Belongs to all is the consumer-facing brand of the Madeira Promotion Bureau, which aims to promote Madeira as a tourist destination to consumers and the travel trade.
• Madeira, otherwise known as 'the islands of eternal spring', is just a short, three-and-a-half-hour flight from London. It covers 740km2 and has a population of only 260,000. On the same latitude as Morocco, the Atlantic archipelago has a sub-tropical climate, a rich volcanic soil and a unique eco-system. It is one of the only places in the planet where banana trees grow next to vineyards.
• Located approximately 1,000km from the European mainland – and just 500km from the African continent – Madeira enjoys an amazingly mild climate, ranging from 25°c in the summer to 17°c in the winter, with very mild average temperatures and moderate humidity.
• In 1999, Madeira's indigenous forest, the Laurissilva, was declared a UNESCO Natural World Heritage Site. The Madeira Natural Park is a protected area that covers around two-thirds of Madeira Island's territory, equivalent to 67% of its surface.

For more information, visit www.visitmadeira.com / @visitmadeira

About Madeira Promotion Bureau

Madeira Promotion Bureau aims to promote Madeira in the national and international markets.

For media information and images, please contact Hume Whitehead Ltd:

Richard Hume (richard@humewhitehead.co.uk/   +44(0) 20 3375 4051

Rebecca Pasha (rebecca@humewhitehead.co.uk / +44(0) 20 3375 4054