Ferrão Boats
Lançar uma nova marca de experiências fluviais no Douro com um posicionamento próprio.
Estudo de Mercado · Diagnóstico · Posicionamento · Lançamento · Implementação
Turismo no Douro · Portugal · 2025–2026
A Ferrão Boats preparava-se para entrar num mercado turístico consolidado e competitivo.
O projeto partiu da análise do mercado e da oferta existente para definir um posicionamento próprio e transformá-lo numa marca, experiência e presença digital coerentes.
Tourism in the Douro Valley · Portugal · 2025–2026
Ferrão Boats
Launching a new river experience brand in the Douro Valley with a distinctive positioning.
Ferrão Boats was preparing to enter an established and competitive tourism market in Portugal's Douro Valley. The project began with an analysis of the market and existing offerings to define a distinctive positioning and translate it into a cohesive brand, experience, and digital presence.
Market Research · Diagnosis · Positioning · Launch · Implementation
The Context
Challenge
Market research revealed a region with strong tourism demand and growing appreciation for premium experiences, but also a wide range of boat tours and river experiences. The challenge was to establish a distinctive positioning in an already competitive market.
The Proposal
Posittioning
Ferrão doesn't sell boat tours.
Ferrão reveals the Douro as it deserves to be experienced.
The positioning shifted the focus from the boat itself to the experience of the destination. The Douro became the protagonist; Ferrão, the host who knows the river; and the boat, the means of bringing that experience to life.
Nature · Time · Knowledge · Understated Exclusivity
Service
From Strategy to Implementation
The positioning was translated into a comprehensive communication system: brand identity and visual language, tone of voice, messaging architecture, website, content, social media, and digital presence.
Positioning · Brand Identity · Website · Print Materials · Signage · Content · Social Media · Email Marketing · SEO/AEO
Results
Launch
March 2026
The brand's digital presence was built from the ground up. Following the launch, the website began attracting traffic in March, with growth accelerating throughout April and acquisition sources diversifying across direct traffic, social media, and organic search, despite the tourism low season.
609 sessions
341 visitors
Website
23.4K views
17.6K accounts reached
93% of views from non-followers
Results
Deliverables
June 2026
Website
The brand began generating visibility beyond paid media. The brand's presence
across multiple channels reflects the diversity of traffic sources driving visitors to the website.
The content and distribution strategy expanded awareness of the new brand beyond its existing community — a key objective during the launch phase.
Tráfego
37% Paid Social
23% Organic Social
16% Direct
14% Organic Search
7% Paid Search
Conclusion
From analysis to market presence.
In four months, Ferrão established a distinctive brand positioning and launched with an integrated communication system, strengthening its physical and digital presence in the market.
