Eu Sou Lara: when a hotel finds a new way to tell its story

Every hotel brand goes through moments when it needs to rethink how it presents itself to the world. Not necessarily because its architecture, service, or value proposition has changed, but because cultural context and traveler expectations are constantly evolving.

In 2024, Vilalara Grand Hotel Algarve was precisely in one of those moments. Beyond communicating rooms, restaurants, or facilities, there was a need to develop a new narrative capable of projecting the hotel to a contemporary international audience while reconnecting with the essence that defined the property in its early years in the 1960s.

The challenge was to find a voice

For years, much of hotel communication has focused on showcasing spaces and services. However, in an environment where most brands use similar visual codes, true differentiation is rarely found solely in infrastructure. It lies in the ability to build a unique point of view on the destination, experience, and lifestyle a brand proposes.

The answer from Permanent State of Creation was to develop a narrative character. Thus, Eu Sou Lara was born.

True differentiation is rarely found solely in infrastructure; it lies in the ability to build a unique point of view on the world.

Conceived as the first major campaign of Vilalara Grand Hotel Algarve’s new communication cycle, Eu Sou Lara was built around a figure capable of discovering, interpreting, and sharing the hotel universe through a deeply human and contemporary lens.

To bring Lara to life, Permanent State of Creation collaborated with Portuguese model Kika Cerqueira Gomes, a personality with strong recognition in Portugal and growing international presence, whose sensitivity and natural presence allowed for a sophisticated yet authentic narrative.

Through Lara, the hotel acquired a new expressive dimension

The campaign did not merely describe the resort. It proposed a way of inhabiting it.

Lara walked through the gardens, discovered the gastronomic richness of the Algarve, explored the relationship between architecture, landscape, and ocean, and immersed herself in the extraordinary natural, cultural, and artisanal heritage of southern Portugal. The hotel thus evolved from being a place of stay into a gateway to a much broader territory.

This approach enabled the development of a narrative ecosystem where hospitality, destination, culture, nature, and lifestyle coexist within a single story, generating a more emotional, aspirational, and recognizable communication.

Because the most memorable hotels are rarely just those that offer great experiences.

They are those capable of building their own imaginary and inviting travelers to become part of it.

At Permanent State of Creation, we believe the future of hospitality belongs to brands capable of developing a distinctive voice, vision, and personality.

Because when a hotel finds a new way to tell its story, it ceases to be just a place. It becomes a cultural universe.