strategist
Objective: Show that Sintra is a wellness tourism destination
Problem: Sintra doesn't fit the stereotypical "wellness travel" aesthetic
Insight: Wellness starts where reality ends
Strategy: Find your own version of wellness by escaping to Sintra
*Sintra is a town in Portugal located ~1 hour from Lisbon. Tucked in between the mountains and the ocean, it's known for being a beautiful and mystical town where Europe's monarchs used to vacation.
Market Context:
The wellness tourism industry is HOT right now
75%
of consumers are interested in vacationing specifically to improve their wellbeing.
The industry is expected to be worth
$1,350,000,000
by 2028
So, naturally, Sintra wants to capitalize on this. But they're currently not considered a top wellness tourism destination.
This is what people think about when they hear "wellness travel":
And this is what they would see if they googled "Sintra":
vs.
Sintra is known for its beautiful architecture and rich history. From the brightly colored castles sitting atop mountains to the mystical wishing well, Sintra truly seems like something out of a fairytale.
The castles and general architecture make Sintra feel unreal. It was like I was in a fairytale.
- Reddit User
Sintra was like something you might see in a Disney movie, but better.
- Interview Participant
PROBLEM: Sintra doesn’t fit the wellness stereotype, so it’s overlooked by travelers seeking that experience.
The Research:
While Sintra might not fit "the vibe" of the most popular wellness travel destinations, I believe there are other ways to be well besides attending a yoga retreat or participating in a sound bath. As a recent follower of the "romantasy" craze myself, I've noticed that consuming content that's fantastical can offer a form of escapism that improves mental health and lowers stress.
Though it may not be obvious at first, Sintra's fairytale-esque environment could actually be the wellness escape a lot of people are looking for.
When I dug into this more, I found out that there was real substance to this idea.
“Being able to escape into another world like that is so satisfying and has helped when it comes to managing my stress.”
- Interview Participant
Fantasy-driven escapism boosts relaxation by
15%
And fantasy books, movies, and TV shows are all having a moment right now, which makes this a great area for Sintra to tap into.
Fantasy and science fiction sales jumped
41%
between 2023 and 2024
Onyx Storm sold over 2.7 million copies within one week of release and spent 30 weeks on the NYT bestseller list.
The Empyrean Trilogy (Fourth Wing, Iron Flame, and Onyx Storm) has surpassed 12 million copies sold in the US
A Court of Thorns and Roses spent 72 weeks on the NYT bestsellers list.
INSIGHT: Wellness begins where reality ends.
By reframing wellness as fantasy escape from the woes of everyday life (and not just a tropical luxury), Sintra can tap into the booming wellness tourism market in a distinctly ownable way.
STRATEGY: Find your own version of wellness by escaping to Sintra.
OOH
To promote this campaign, Sintra will have billboards put up in big cities and airports around the U.S. The imagery, font, and copy all work together to convey the magical nature of Sintra.
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Social Media
Organic:
Paid Influencer Partnership with legendary romantasy author, Sarah J. Mass to promote Sintra's magical benefits.
Travel Ads + Credit Card Partnership
To expand the campaign even further, Sintra will show up on travel booking websites, such as Expedia, to meet consumers where they're already researching travel locations. Another way to get traveler's attention is through a credit card partnership. We chose Citi Strata Elite because they're a newer luxury travel card on the market, perfect for promoting a new wellness travel destination like Sintra.