Sailing, diving, whale-watching, surf, golf, paragliding and hiking are some of the themes of the new marketing campaign that was launched by the Regional Government of the Azores. This new campaign, which started this weekend on television and other media, is directed at the Portuguese internal market. 

The leitmotif of the campaign,  "ready for the best weather of your life?" is intended to demystify popular misconceptions about the Azorean weather whilst inviting all Portuguese to know the Region. 

The objectives of this marketing campaign are to make the destination "Azores" better known and to affirm the brand of the Region in the active tourism sector. The campaign uses images of whale-watching, diving and hiking in order to appeal to this type of tourism. 

In the adds that are being televised, the Azores is0 presented as a destination with a mild climate throughout the year, suitable for outdoor activities. 

This new marketing campaign resulted from the new  regional strategic marketing plan that was presented during the last Lisbon Tourism Fair, which took place in January.  The campaign aims to confer greater sophistication to the destination Azores as well as contributing to the diversification of the tourism sector.