From a territorial marketing perspective, Destination Management implies, among other factors, the capacity to build and implement a territorial marketing and communication plan, to allow positioning the brand(s) of the respective destination. The Region Centre of Portugal is the largest region in Portugal, with 100 city halls and one third of Portuguese territory. In 2013, a marketing plan started to be build, and it was finalized in late 2014, getting public in Spring 2015, when a new brand image and promotional slogans were also launched. The current research presents the results of a longitudinal questionnaire-based face-to-face survey deployed in 2013, 2015 and 2016, aiming to assess the awareness of the visitors of Lisbon Tourism Fair (BTL) and their perception of brand image of the touristic Region Centre of Portugal. Three samples are compared, with an average of 1.000 respondents per year. Results reveal that in 2013, before the marketing plan was built, the image of the Region Centre of Portugal was barely defined, with some results pointing towards key attractions, yet not revealing a clear brand image. In 2015, after implementing some of the actions of the marketing plan, there was a significant improvement in brand image, consolidated in 2017.