BTL 2018

Based on the premise of promoting this tourist destination and on the concept of reforestation, we created the "Pure Green - Serra da Estrela Reforestation Action" initiative with the dynamics of an electronic wheel of fortune that had prizes offered by town/city councils (municipalities) and private tour operators, framed by the region's main tourism products: Nature & Adventure, Sensations & Flavours, Culture & History, and Health & Wellbeing.

Under these dynamics, we invited all visitors to be godmothers/godfathers of a tree by completing a lottery form which symbolises a seed for planting a tree, and we distributed flyers with detailed information about the action.

During 5 days, we dressed hostesses in the traditional pressed wool (burel), set up a stand with Serra da Estrela dogs, and invited "Bald Uncle" to be the godfather of a tree. These dynamics generated over 25 news items in the regional and national media, and raised about 2500 godparents of a tree who will now be invited to plant their tree in this territory at an event held in the near future.