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The Brief

To showcase Portugal as the perfect winter sun destination, with a diverse offering of culture, gastronomy, wine and adventure, The PC Agency secured a broadcast opportunity with ITV’s This Morning, filming in the beautiful city of Porto with celebrity presenter Alison Hammond.

Our Approach

This Morning filmed a variety of segments over three days highlighting the beautiful landscapes, culture, traditions and incredible gastronomy offered in Porto. This included a buggy ride through vineyards, a Fado singing class, a luxurious massage at the Six Senses Douro Valley, a cooking class where Alison learned to make sweet Pasteis de Natas, a Rabelo boat tour along the Douro River, and a traditional filigree workshop.

Staying cool under pressure, The PC Agency only had five days to organise the trip and worked closely with the Porto & North regional tourism board to arrange all activities for filming. A PR host from The PC Agency travelled with the four crew members for the trip, ensuring that everything went smoothly and assisting with any changes on the ground.

The Results

The Porto visit received excellent feedback from Alison Hammond and This Morning’s crew, who were impressed by the variety of activities and the quick and professional turnaround of the trip.

The first Porto clip aired on Thursday 17th February and, of the fifteen VTs that aired that morning, it was the third most watched, with a huge 20% audience share. This broadcast opportunity was fantastic exposure for Porto, on one of the most popular daytime programmes on British television, which reaches approximately 1 million viewers daily.