Marketing “Green” in the Algarve

By: Moses Mehraban on February 22, 2008 
Filed Under Green Marketing


Marketing “Green”: can businesses succeed by being environmental friendly? That was the big question on the minds of some attendees at AmbienDura’s environmental workshop in Algarve, Portugal.

[update] You might also find “8 Green Marketing Ideas for your Business” interesting.

Chama, had the opportunity to present the concept of “Green Marketing” and the advantages businesses and organizations can leverage from being “Green”.

green marketing

We presented our case by looking at the Algarve and its tourism industry. Our Portuguese readers will know:

Algarve’s economy is largely based on ‘Tourism’, and although lucrative what is its future? How will the region compete with other holiday destinations in the future? What will set the Algarve apart? How will it be sustained and what other opportunities could spill over from tourism?

The Solution: Differentiation + Branding + Sustainability + Green Ideas

{differentiation}

How is Algarve different than other tourist destinations?

But is that enough? Well…no. Not if the Algarve wants to be competitive for a long time to come.

Given that the Algarve depends heavily on British and Irish travelers, it makes good economic and environment sense to position itself to communicate more effectively with these travelers by committing to “Green travel”. This will enable Algarve Tourism to differentiate from other sunny, golf holiday destinations, break through the clutter, receive greater media exposure and word of mouth.

{branding & visibility strategy}

How can the Algarve differentiate? Through a bold vision and statement that captures the attention of the following groups:

  1. Tourists
  2. Investors
  3. Locals

For example, lets fast-forward a year from now – all the news publications around the EU carry the following message:

Algarve announces a bold move to become a “Green Tourism Destination” by the year 2020!

{sustainability}

Social responsibility through programs that educate, excite and support – like other countries who have invested in “Green” initiatives, it’s proven to be good for the economy. Programs that protect the environment, get respect and support for being environmentally conscious. We can take example from others like Curitiba, in Brazil who had every thing going against them but they turned their region completely around, by becoming “Green”. This isn’t a trend or a fad, but a way of life and the future.

{green ideas}

Here are some “Green ideas“ we’d like to see sprouting up in the Algarve:

Diesel Taxis, Car Hires & Tour Buses : changing from diesel and polluting fuels to clean fuels like bio-diesel.

Green Star Hotels: environmentally friend hotels. From sustainable planning and materials, to energy star appliances.

Green Apartments & Homes: what better way for the summer home market in the Algarve to differentiate. Commit to green building - “the practice of increasing the efficiency with which buildings use resources — energy, water and materials — while reducing building impacts on human health and the environment, through better siting, design, construction … {source: Wikipedia. read more here} “

{Other Initiatives}

The above are just some of the ideas we shared with the attendees. But there’s more that can be done. Not just on the tourism side but taking a green initiative to stimulate the economy in the Algarve too:

Eat local

Eat Local

{Supporting local farmers & promoting Eat Local}

{Green Markets}
Which municipality in the Algarve will have the first “Green Market” in the region?

{Plastic Movement}
When will plastic bags become socially unacceptable in Portugal as in other EU countries, like in Ireland?

{Carbon Neutral Schools?}
Our friends up north in the UK are committed to this.

The above are just some green marketing ideas that can help the local environment and economy. Fresh ideas invigorate economies and “Green” movements are proven examples of this. The Algarve already has a number of “Green” initiative in the works, so the seeds have been planted, now’s the time to build on this and learn from the successes of other’s. Yesterdays ideas, produce yesterday’s results, but putting a new “Green & Clean” foot forward is the future, and a way to new results.

Filed Under Green Marketing

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