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The Surf Spot @ CIM Coimbra

Smart Cities

Surf No Crowd: communication and marketing promoting surfing along the Coimbra coast

The Surf No Crowd project was created to promote the coastal area of the Coimbra region, particularly the municipalities of Cantanhede, Figueira da Foz, and Mira, highlighting not only their culture and traditions but also their calm, high-quality beaches, ideal for surfing and other water sports.

With a distinctive positioning, the project aimed to attract audiences of all ages, at both national and international levels, boosting tourism and strengthening the surfing community. In this context, Ubiwhere made a decisive contribution to communication and marketing, supporting the development and execution of an integrated strategy to promote the territory.

 

 

Surf No Crowd was a project of the Comunidade Intermunicipal da Região de Coimbra, whose mission was to promote surfing on the beaches of the participating municipalities. Ubiwhere’s contribution focused on providing communication and marketing consultancy services, ensuring a strategic and coherent approach to destination promotion. The work carried out included a general and technical characterisation of beach conditions for surfing, as well as a survey and diagnosis of the existing tourism offer across the municipalities. Based on this analysis, a strong, consistent and appealing graphic identity was created for the tourism product.

 

Ubiwhere also developed the project’s communication strategy, including defining key messages, the dissemination plan, and destination promotion. This work was complemented by developing a social media plan and managing a press office, ensuring sustained visibility across diverse audiences. In parallel, proposals for tourism packages were developed and, after validation, integrated into specialised tourism platforms, further enhancing the offer’s attractiveness. One of the project’s key milestones was the production and execution of an activation event with three editions, which helped raise awareness of Surf No Crowd, engage the local community, and attract visitors.

 

Through an integrated communication and marketing strategy developed by Ubiwhere, the project strengthened the territory’s visibility, created new opportunities for the tourism sector, and promoted a closer connection among surfing, local communities, and visitors.

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