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

Authors: Beatriz Casais; Bruno Sousa

Addresses: School of Economics and Management, University of Minho, Portugal; IPAM Porto – Universidade Europeia, Laureate International Universities, Portugal ' Polytechnic Institute of Cávado and Ave, Applied Management Research Unit (UNIAG), Portugal

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.

DOI: 10.1504/WREMSD.2019.098474

World Review of Entrepreneurship, Management and Sustainable Development, 2019 Vol.15 No.1/2, pp.29 - 41

Received: 13 Jun 2017
Accepted: 03 Aug 2017

Published online: 25 Mar 2019 *

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