Message in a Bottle

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The latest news in the world of marketing and communication

When your next booking starts in a chatbot

In June 2025, AI assistants – such as ChatGPT, Gemini, Perplexity, Claude, among others – generated 1.13 billion clicks for the world’s 1,000 largest websites. This represents a 357% increase compared to June 2024. For comparison, Google continues to lead the way, with 191 billion visits in the same month, but the growth of AI […]
Less Polish, More Connection: What the Algorithm Really Wants From Us

Why Do Spontaneous Videos Get More Reach Than the Ones We Carefully Plan? It’s not easy to admit, but here it is: sometimes, videos that clients shoot in a rush, filmed vertically, with poor lighting, end up performing better than the content we produce with time, care, intention, and storytelling. For a while, this felt […]
The traditional Agency-Client relationship is dying (and what Message in a Bottle is doing differently)

For years, the relationship between communication agencies and their clients followed a well-defined pattern: the client hired the agency to provide a service—issuing a press release, organizing an event, or creating a campaign—and the agency delivered. Simple, direct… but limited. This traditional service model worked for a long time. But today, in a market saturated […]
Digital Marketing Trends and Predictions for 2025

Digital marketing is constantly evolving, driven by technological advancements and changes in consumer behavior. To help brands prepare for the future, Google gathered leaders from Europe, the Middle East, and Africa to identify the key trends and predictions that will shape the market in 2025. Below are the main insights from this Google analysis. 1. […]
Press vs. Digital Influencers: Strategies for complementary communication

In the dynamic world of communications and marketing, brands need to choose the best strategies to reach and engage their audiences. There are two approaches that stand out: collaborations with digital influencers and partnerships with the traditional press. Although there are significant differences between them, these two strategies can complement each other to create a […]

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Can Artificial Intelligence replace us?

The discussion about the role of artificial intelligence (AI) has aroused increasing interest on the part of those who use it and/or those who study it. While some see AI as a powerful ally, capable of expanding and complementing human capabilities, others fear that it could eventually completely replace humans in several areas. In this […]

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Strategic partnerships in tourism: the power of collaboration between brands

In the dynamic tourism landscape, where competitiveness and the demand for unique experiences are constant, strategic partnerships are emerging as a powerful tool to boost the success of brands and provide memorable and enriching experiences. As PR professionals dedicated to the tourism sector, we understand the importance of thinking about and establishing strategic collaborations between […]

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To be or not to be: is TikTok a must for brands?

TikTok is a social network that has expanded greatly in a short space of time, possibly with a strong contribution from the pandemic. In quantitative terms, Facebook and Instagram took almost a decade to gather hundreds of millions of users, while TikTok did so in just 4 years, according to data from Tridens Technology. What […]
How a communications agency works

In an increasingly interconnected world, communication is an essential part of any business. And that’s where a communications agency comes in. As specialised companies, their aim is to help other companies get their message across clearly, effectively and strategically. But how exactly does a communications agency work? In this article, we’ll explore how agencies work, […]
The Basics of Digital Marketing (4/4): How to Evaluate a Strategy

Analyzing and evaluating a digital marketing strategy is crucial to ensuring that we are on the right track and achieving the desired results. After understanding in previous posts what digital marketing is and how a strategy can be planned and implemented, we will now discuss the importance of carrying out frequent evaluations, making adjustments as […]
The Basics of Digital Marketing (3/4): How to Implement a Strategy

In the previous post, we talked about the main steps for planning an effective digital marketing strategy. But a good plan doesn’t exist without its execution. Implementing a digital marketing strategy is the next key step after planning. In this part, we’ll look at how to identify that it’s time to implement the strategy we’ve […]
The Basics of Digital Marketing (2/4): How to Plan a Strategy

In the previous post, we mapped out the main basic concepts of digital marketing. Now we move on to the planning phase. Planning a digital marketing strategy is essential for the success of any business. In this instalment, we’ll explore why planning is important, what tools are needed for planning and what the step-by-step process […]
Essentials of Digital Marketing (1/4): What is Digital Marketing?

Digital marketing has become an essential part of any business strategy these days. With the growing reliance on the internet and social media, it’s crucial that companies understand how to plan, implement and evaluate an effective digital marketing strategy. In this set of four posts, we’ll explore the essential steps to mastering digital marketing and […]

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6 Global Tourism Trends for 2024

We say goodbye to 2023 and celebrate a memorable year for tourism in Portugal and around the world. It was the year that marked the stabilisation of the tourism ecosystem. This progress is reflected in the figures for the tourist accommodation sector, which saw a significant increase, with 2.9 million guests in October 2023 alone, […]

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Message in a Bottle communicates again Bolsa de Turismo de Lisboa – Lisboa Travel Market

Lisbon, 13 November 2023 – Message in a Bottle, the communications agency specialising in tourism and lifestyle, has once again taken over the communications management of the country’s largest trade fair for the hospitality and tourism sector, the BTL – Lisboa Travel Market This event represents a unique opportunity to strengthen the agency’s presence in […]

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Message in a Bottle wins at the Marketing Media & Advertising Awards 2022

Message in a Bottle added another award to its range of honours in March 2023. This time, it received an award in the Activity Sectors category of the Marketing Media & Advertising Awards 2022, with the campaign “Don’t let your dream turn into a nightmare”, developed for APAVT – the Portuguese Association of Travel and […]
Social Responsibility: A Valuable Commitment for a Communication Strategy

73% of the brands could disappear without people caring. This is the latest finding from Havas’ annual “Meaningful Brands” study. Does this sound like a negative scenario? Not to us. We see it as an opportunity, and let’s explain why. Today, effective communication for a brand or a company goes beyond having a good product […]
AI Usage Policy

As we increasingly integrate Artificial Intelligence (AI) technology into our daily operations Message in a Bottle, it is essential to establish a clear policy to ensure responsible, ethical, and efficient use of these tools. This policy outlines the guidelines and best practices for using AI within our organisation. AI tools are intended to augment our […]
MESSAGE IN A BOTTLE AND MAMA SHELTER LISBOA WIN AT THE MEIOS & PUBLICIDADE COMUNICAÇÃO 2022 AWARD

Message in a Bottle and Mama Shelter Lisbon jointly won the ‘Activity Sectors – Travel, Tourism and Leisure’ category award for the communication strategy developed for the launch of the first Mama Shelter unit in Portugal and the Iberian Peninsula.Anchored in the sui generis personality of the brand, the strategy involved communication with the press, […]
5 Trends in PR in 2023

5 Trends nas RP in 2023 The world of communication is in constant motion, and it is critical that communication professionals stay on top of trends so that they can lead brands to success. What once made sense in PR may no longer make sense today. Consumers and clients are different are different and so […]
MESSAGE IN A BOTTLE WINS AT THE PRÉMIOS LUSÓFONOS DA CRIATIVIDADE

The agency brought home the silver award in the “Public Relations – Media Relations” category for the strategy developed to promote the inauguration of the Mama Shelter Lisboa hotel. The Lusophone Creativity Awards is an international festival that recognises the most creative communication works from Portuguese-speaking countries. In addition to Portugal, projects from markets as […]

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