The Portuguese Association of the Ceramic and Crystal Industry (APICER) launched its brand, Portugal Ceramics, on September 22nd, at the Leixões Cruise Terminal Port in Matosinhos.
The brand aims to promote the internationalization of Portuguese ceramics, both utilitarian and decorative, as well as wall tiles. Under the motto “The Art of Possibility”, the main purpose of the brand is to communicate a positioning for the sector that is authentic, relevant and differentiating, and to improve its communication and image, especially in international markets.
This event also marked the start of a series of communication initiatives within the international markets planned for the upcoming years, where the brand and the new positioning will be presented and explained in detail.
Present at the event, in addition to the State Secretary for the Economy, João Neves, and the leaders of APICER, were representatives of the main Portuguese ceramic companies, among which we highlight our CEO Miguel Casal, who played a very active role in the promotion of this initiative, and our marketing and commercial directors, Liliana Cachim and Carlos Ruão.