The 9th Lisbon Debate 2012 to be held at Hotel Altis next 15th may at 16h30, the venue sponsor, will present 4 case studies over the topic "Territorial Reputation Management: leveraging the Portuguese Experience", with 4 speakers: Carlos Pacheco, AICEP; Rita Costa Gomes, ModaLisboa, João Madeira, troiaresort and Juan Carlos Balloso, Future Places,

1. THE EACD REGIONAL DEBATES 2012
AUSTRIA I BELGIUM I BULGARIA I CROATIA I CYPRUS I CZECH REPUBLIC I DENMARK I ESTONIA I FINLAND I FRANCE I GERMANY I GREECE I HUNGARY I ICELAND I IRELAND I ITALY I LITHUANIA I LUXEMBOURG I MALTA
I MONTENEGRO I NETHERLANDS I NORWAY I POLAND I PORTUGAL I ROMANIA I RUSSIA I SERBIA I SLOVAK REPUBLIC I SLOVENIA I SPAIN I SWEDEN I SWITZERLAND I TURKEY I UNITED KINGDOM
LISBON/PORTUGAL
Territorial Reputation Management:
Leveraging the Portuguese Experience
15 M AY 2012 • 16.30 • HO T E L A LT IS
SCHEDULE
Rita Costa Gomes
Carlos Pacheco Executive Director
Director ModaLisboa - Lisboa Fashion
aicep Portugal Global 16.30– 16.50 Welcome reception Week
A communication specialist, Carlos Pa- Rita Costa Gomes is Executive Director of
checo, is Director at AICEP, a Trade & In- 16.50–17.00 Presentation of the European Asso- ModaLisboa - Lisboa Fashion Week, since
vestment Agency. He holds a degree in
Communication Sciences and is a current
ciation of Communication Directors 2004. After completing her degree in mar-
keting management, in the early years of
student in a Strategic Communication Mas- (EACD) her professional career she worked with
ters program. Carlos also teaches with the
Faculty of Human and Social Sciences at
Rui Martins the designer José António Tenente. At the
renowned communication agency, Novode-
the Universidade Nova de Lisboa. sign, she was responsible for the develop-
ment of brand strategies for young con-
17.00–17.20 Rebuilding trust sumers.
Case study – Rebuilding trust Carlos Pacheco
How much harm economic instability
has caused to external image of Portu- Case study – ModaLisboa, Lisboa Fash-
gal. How can we rebound from a time 17.20–17.40 ModaLisboa, Lisboa Fashion Week ion Week – The importance of creative
of economic crisis and be proactive in industries in territorial reputation.
turning it into an opportunity. A new – The importance of creative indus- How much harm economic instability
competitive identity for Portugal which tries in territorial reputation has caused to external image of Portu-
joins forces between public and private gal. How can we rebound from a time
sectors to rebuild both national and Rita Costa Gomes of economic crisis and be proactive in
international trust. turning it into an opportunity. A new
competitive identity for Portugal which
17.40–17.50 Coffee Break joins forces between public and private
sectors to rebuild both national and
international trust.
17.50–18.10 troiaresort, a new tourist development
Juan Carlos Balloso in a new tourist region
Director
Future Places (BCN, Spain)
João Pedro Madeira
João Pedro Madeira
General Manager
Based in Barcelona, Juan Carlos Balloso is
an international expert in Corporate and
18.10–18.30 The Importance of Reputation for troiaresort, Sonae
Place Strategy, Branding and International Territories Capital group
Promotion. He is advisor to the Barcelona
Brand Project, the Barcelona Strategic Met-
Juan Carlos Balloso João Pedro Madeira has been General
ropolitan Plan, and the Catalonia Brand Manager at troiaresort since 2010. He is
Committee. Juan Carlos is also a founding also a member of the Board of Directors at
member of the Barcelona Global Associa-
18.30–19.00 Q&A Session / Discussion both Infratróia and Atlantic Ferries. João
tion. He graduated from Economics and Moderated by Rui Martins Pedro graduated from a Leadership and Or-
ganisational Transformation Programme
Business Administration from the Universi-
ty of Barcelona with specialists studies in from London Business School and from the
Católica-Lisbon School of Business and
international marketing at New York Univer- 19.00–20.00 Get-Together Economcis. Additionally, João Pedro also
sity.
holds a Bachelor in Civil Engineering from
ISEL.
Case study – The Importance of Repu-
tation for Territories HOST/VENUE Case study – troiaresort, a new tourist
In an increasingly global and competi-
tive world, the positive image or repu- development in a new tourist region
tation of a city, region or country can In a unique environment, troiaresort of-
be a key competitive advantage. The ficially opened in 2008 and a new life
image or associations people have of a began for the Tróia peninsula. A new
place have a direct impact on attitudes, strategy was needed which required 5
behavior and predispositions. With years of replanning and over 400 mil-
practical examples, the case study will lion euros in financial investment. Now
review why reputation is important to Tróia´s clients and visitors find what
places and how this reputation is built Rua Castilho 11 • 1269-072 Lisbon is considered an example of balance
between nature and modern tourism.
and managed.
However, is this enough?
ABOUT THE REGIONAL DEBATES
EACD Regional Debates bring together public relations and communications professionals from different European regions for informative discussions and great networking opportuni-
ties. By organising debates and presentations on contemporary communications issues to members across Europe, the EACD shares the accumulated knowledge of its members
across the continent, strengthening its network in the process. Hosted by EACD members, these events take a variety of forms and normally feature best case presentations, work-
shops, panel and round table discussions. At the end of each event there is always time set aside for attendees to relax wih refreshments and network with peers.
www.eacd-online.eu

2. THE EACD REGIONAL DEBATES 2012
AUSTRIA I BELGIUM I BULGARIA I CROATIA I CYPRUS I CZECH REPUBLIC I DENMARK I ESTONIA I FINLAND I FRANCE I GERMANY I GREECE I HUNGARY I ICELAND I IRELAND I ITALY I LITHUANIA I LUXEMBOURG I MALTA
I MONTENEGRO I NETHERLANDS I NORWAY I POLAND I PORTUGAL I ROMANIA I RUSSIA I SERBIA I SLOVAK REPUBLIC I SLOVENIA I SPAIN I SWEDEN I SWITZERLAND I TURKEY I UNITED KINGDOM
LISBON/PORTUGAL
Territorial Reputation Management:
Leveraging the Portuguese Experience
15 M AY 2012 • 16.30 • HO T E L A LT IS
REGIS TRAT ION OR
Fa x +32 ( 0 )2 219 22 92
REGISTER OLINE
HERE
Yes, I would like to confirm my attendance
No, unfortunately I will not be able to attend the event
Please send me further information on the European Association of Communication Directors (EACD)
Please fill in:
Surname
First Name
Company/Organisation
I will be accompanied by Email
Please register by 12th May 2012
by fax or by email to portugal@eacd-online.eu.
European Association of Communication Directors (EACD) 37, Square de Meeûs B-1000 Brussels Tel +32 (0)2 219 22 90 Fax +32 (0)2 219 22 92 info@eacd-online.eu www.eacd-online.eu