For 128 years, AHRESP has always been present to respond to the challenges of restaurants and tourist accommodation in Portugal, to leverage Tourism as a key area for the country’s economic development.
It was yesterday, March 8th that AHRESP (Associação da Hotelaria, Restauração e Similares de Portugal) presented a new image under the motto “A brand full of the past that presents itself full of the future”, at an event that took place at Solar dos Presuntos in Lisbon, and which brought together some of the figures who have followed AHRESP’s journey. Among them, Lidia Monteiro from Turismo de Portugal, João Vieira Lopes, from the Confederation of Commerce and Services of Portugal and chef Vitor Sobral.
This rebranding, inspired by AHRESP’s 128 years of activity in key sectors for the national economy, such as tourist accommodation and restaurants and beverages, is born from an inspiration that does not deny the past, but rather praises it by having it as inspiration for the challenges of the future. “AHRESP – Answers for the Future since 1896”, will be the inspiring message of this new brand.
For Carlos Moura, president of AHRESP, the new brand represents a continuity of what AHRESP has set out to “represent, support, communicate” for 128 years. In terms of “support”, Carlos Moura highlights “the importance of the 15 AHRESP delegations (Azores, Évora, Albufeira, Portimão, Aveiro, Castelo Branco, Coimbra, Guarda, Leiria, Lisbon, Lisbon North, Porto, Santarém, Setúbal, Viseu), which will be joined by two more (Braga and Funchal), are for local businesspeople looking for support in the most diverse areas that intersect with their businesses.
From this symbiosis of representation and support with proximity arises the art of communicating, says Carlos Moura: “We have to communicate assertively and in an increasingly effective way, for all those that AHRESP represents, from economic groups to small family businesses that are increasingly most decisive for the development of the national economy”.
The new image reflects this diversity that AHRESP represents, now including tourist accommodation in its brand, which was not represented in the previous image, which everyone recognizes as full of history and symbolism, and which has been the face of the institution over several decades. .
This is the objective that Carlos Moura proposes to achieve with the creation of this new brand image. “A change that follows the market dynamics of the last decade, which is in line with the growth of AHRESP and tourist activity, with Portugal becoming one of the best tourist destinations in the world, attracting visitors and investors”.
“Brands represent a more competitive country”
As AHRESP presents its new brand image, Pedro Machado, Secretary of State for Tourism, highlights that “it is necessary to take care of brands, nurture brands to build the future, a new path”. For Pedro Machado, “Brands do not erase their heritage, brands have the unique opportunity to represent a country that is more competitive, more modern today”, he stated.
In honor of the heritage that the AHRESP brand represents, the Secretary of State for Tourism recalls that “for 128 years, thousands and thousands of men and women, for many, many hours, worked uninterruptedly, made their contribution so that, even today, our gastronomy, our wine, our accommodation, our companies, our entrepreneurs, are increasingly relevant in the positioning of the Portugal brand”.
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Signed by IVITY BRAND CORP., AHRESP’s new image includes a change to the logo, brand signature and communication strategy.
The new symbol takes us to a dynamic portal, alluding to restaurants and accommodation, on a journey that does not renounce its origins, but rather praises them, in a structure that expands in harmony, in balance, suggesting firm and affirmative leadership.
In the logo, AHRESP appears in capital letters, in an affirmative and muscular way, the result of 128 years of credibility and with a positioning based on the ability to add, be close and create value for its members, for their activities, and always with “AHRESPostas ” aimed at the progress of our Tourism and our economy.
This new institutional brand image aims to have an even more driving, dynamizing and decisive role. A brand designed with traits of rigor and simplicity, which is attractive and affirmative, and which will certainly be recognized by everyone as associated with the ideas of the future of Tourism in Portugal.
Regarding this new brand, Carlos Coelho, President of IVITY BRAND CORP., said that “Repositioning a century-old brand is always a big challenge. Modernity should not be the burial of the past. Words, concepts and design must know how to write new chapters without renouncing the previous ones. The new brand is, in essence, the recovery of what has always been there and which is now asserting itself with greater determination and modernity. What I hope is that in the next decade this will be one of the brands with the greatest recognition in Portugal”.
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