The Portuguese government has launched an international image campaign that portrays the country as "Europe’s West Coast," stressing values such as innovation, entrepreneurship and quality of life. Meanwhile, the Portuguese footwear industry plans to raise by 21.4 percent to €8 million the budget to promote itself in foreign markets, primarily through the participation of 140 shoe companies in foreign fairs. Supported by its trade association, APICCAPS, and by the national export promotion institute, AICEP, the program also involves actions intended to raise the industry’s presence in promising markets such as Angola, China, Japan and Russia. A survey conducted by APICCAPS shows that 89 percent of the companies that have participated in foreign trade shows found them useful, with 41 percent of them making contact with 15-30 buyers each time, and 26 percent with more than 30.