The Algarve Rent-a-Car Association (ARA) has launched a new brand, Algarve by Car, aimed at promoting the region’s car-rental sector as one of the best ways to explore and discover the region.
Unveiled on Wednesday, November 26, at the Algarve Tourism Board (RTA) headquarters in Faro, the project aims to send a clear message to tourists: if you really want to discover the Algarve, you need the freedom of four wheels. “To experience the Algarve in its full splendour, visitors must have mobility, freedom and autonomy,” said António Valagão, ARA’s vice-president.
To push the message far and wide, ARA has rolled out a marketing plan packed with new photo and video shoots filmed across the region. These images will feature on the brand’s communication channels, including the newly launched website www.algarvebycar.pt, which offers travel routes, practical tips and a tool for requesting car rental quotes. Social media will also play a major role in the promotional efforts. Instagram, Facebook and YouTube pages are being activated, supported by META Ads and Google Ads campaigns targeting key tourism markets such as the UK, Ireland, Germany, the Netherlands, France, Canada and the United States of America.
ARA president Armando Santana says the initiative is part of a broader effort to showcase a sector with a “deep economic impact.” Beyond fleet investments and tax revenue, he noted that rent-a-car businesses support a wide network of other industries, from garages and maintenance companies to fuel suppliers, tech firms and advertising services.
Founded in 2010, ARA now represents 29 companies employing around 500 people and generating a combined annual turnover of €54 million. The association has been refreshing its image over the past year, introducing a new visual identity and increasing its presence on social media platforms, it says in a statement.
The launch also drew support from RTA, whose vice-president, Fátima Catarina, stressed that the initiative is “fundamental for tourism in the Algarve,” as the region still lacks public transport capable of meeting visitor needs.
Her comments echo ARA’s core message: to truly experience the Algarve, it’s best done behind the wheel – or, as the campaign puts it, “only with Algarve by Car.”
The brand’s rollout is in the hands of Malha – Comunicação, the agency responsible for the new visual identity, photo and video production, website creation and digital marketing efforts.
