The Regional Secretariat for the Environment and Natural Resources, through the Instituto do Vinho, do Bordado e do Artesanato da Madeira, I.P. (The Madeira Wine, Embroidery and Handicraft Institute), will launch the Madeira Embroidery and Madeira Wine Campaign tomorrow, the 5th of May, under the auspices of the Flower Festival.
The slogan adopted, “Madeira Embroidery – Inspired by Flowers”, reflects the spirit of the campaign, highlighting the unquestionable inspiration derived from the island and its flowers in the creation of the Madeira Embroidery designs, where the floral motifs are a constant.
On the other hand, the Madeira Wine campaign will extend the theme launched this Easter - “Madeira with Chocolate”, by promoting a number of irresistible combinations of Madeira wine with a variety of chocolates.
The campaigns targeted at visitors and Madeirans will have a number of highlights: a Madeira Embroidery Exhibition will be open between the 5th and the 8th of May, between 10:00 and 19:00, at Avenida Arriaga, no. 41, next to flower landscape tapestry in the same avenue. The exhibition will also include 4 thematic areas, with an area featuring historical and cultural character which will include a photographic exhibition in which the Madeira Embroidery production process is recreated, as well as a live demonstration of the different stages of the production process. Provision has also been made for an exhibition area displaying various items of Madeira Embroidery in decorative environments that enhance the aesthetic and useful aspects of the products, and a third area, dedicated to the manufacturing/exporting companies who will be able to market their products throughout the four days of the exhibition. There will also be a play area at this exhibition dedicated to children, who will be able to put their creative and artistic skills to the test by making their own Madeira Embroidery designs!
Worthy of note will also be the reception that these two traditional products of the region will achieve at the gateways of the island - at the International Airport of Madeira and the Port of Funchal - where visitors will be welcomed with a taste of Madeira wine and chocolates, which will boast their uniqueness in the shape of a flower. Madeira Embroidery will also be represented at both these locations, where promoters dressed in embroidered motifs will be distributing advertising material about the exhibition taking place in the centre of Funchal. These activities will take place on the 5th, 6th and 7th of May.
Both of these traditional products will have a strong presence in the arrivals hall of the International Airport of Madeira, with 2 large advertising billboards containing images of the respective campaigns.
These campaigns will include other types of media and advertising together with an advertisement on the Multibanco network, reflecting “Madeira Embroidery - Inspired by Flowers”. INEWS magazine, a biannual edition of the IVBAM, will also be published during the period of the Flower Festival, where its cover story will be devoted to this Madeira Embroidery campaign.
In this way, the intention is to reinforce the uniqueness of this tourist destination to visitors through the promotion of these two traditional products imbued with great cultural wealth, whilst simultaneously enhancing their reputation and marketability.
It should be noted that about 70% of the cost associated with this initiative is being co-funded by EU funding through funds made available by the Intervir + Programme, while the remainder of the cost is being funded by the regional budget.