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.