Marcelo Rebelo de Sousa: when victory is won before the Election Campaign

Portugal witnessed, in the month of January, an unusual election campaign by the winning candidate, which is a case study for political marketing. Marcelo Rebelo de Sousa, the elect-President of the Republic, ran a minimalist campaign, with only two advisors and a budget of 157,000 Euros, and his established reputation over 40 years of presence in the media managed to make him the main winner of this round. In this article, we analyze the process of building the politician’s public brand, the most relevant data from the campaign for the Presidential elections of 24 January (in the media and on social networks) and the new election campaign trends.

Carlos Ruiz, director at LLORENTE & CUENCA Portugal