Madeiran Embroidery Christmas Campaign - December 2009

Madeiran Embroidery…poetry happens!   At 11h30 today, the Madeira Embroidery 2009 Christmas Campaign was launched, under the aegis of the Instituto do Vinho, do Bordado e do Artesanato da Madeira, I.P. (Madeira Wine, Embroidery and Handicraft Institute - IVBAM), through the Regional Department for the Environment and Natural Resources, under the slogan “A Poesia Acontece” (Poetry Happens), maintaining the image launched at the 2008 Christmas Campaign, which aims to highlight the values of Madeira embroidery, namely its authenticity, purity and beauty. At 11h30 today, the Madeira Embroidery 2009 Christmas Campaign was launched, under the aegis of the Instituto do Vinho, do Bordado e do Artesanato da Madeira, I.P. (Madeira Wine, Embroidery and Handicraft Institute - IVBAM), through the Regional Department for the Environment and Natural Resources, under the slogan “A Poesia Acontece” (Poetry Happens), maintaining the image launched at the 2008 Christmas Campaign, which aims to highlight the values of Madeira embroidery, namely its authenticity, purity and beauty. The message also conjures up poetry, flowers and nature, natural inspirational muses for the designs that make up Madeira embroidery pieces. The aims of the campaign involve promoting Madeira embroidery as a refined, glamorous and contemporary product. Rather than focusing on a direct appeal to buy, the goal stresses transmitting the values underlying embroidery: elegance, luxury, poetry and artistry. The target audience for the campaign includes all Madeirans, especially women, as well as tourists visiting the region and textile sector professionals from the regional, national and international markets. In terms of public awareness campaigns, various initiatives will be undertaken, today marking the start of the billboard campaign in Funchal, remaining until the 22^nd of December. Direct marketing initiatives will be undertaken from the 26th to the 31^st of December, with these actions being geared towards the audience made up of the countless tourists visiting the region during this festive season, in the arrivals area of Funchal International Airport, together with the Madeira wine and embroidery exhibition on display at the airport since May of this year. During the same period, flyers will be given out containing information on Madeira embroidery at the cruise ships arriving at Funchal Port. Today also saw the launch of the quarterly corporate newsletter INEWS, which aims to make Madeira embroidery known in all its richness and diversity, highlighting its values, strong points and potential, thus meeting reader/consumer/customer expectations. The target group are Madeirans and tourists, both Portuguese and foreign. The newsletter will be distributed at hotels and tourist attractions in its printed format and will be available online at www.bordadomadeira.pt.