The Intermunicipal Community of Beiras and Serra da Estrela is an entity that represents the 15 municipalities of the territory of Beiras and Serra da Estrela, and challenged LOBA to design the strategy of stimulating their presence at the 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.