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In 1925, António José Pinto de Oliveira founded the company Oliveira, Filhos & Cª. Ldª dedicating itself to creating a real Iron Empire that produced the most diverse metallurgical products, namely agricultural implements, portable forges, equipment for the headwear industry, sewing machines, pipes for plumbing, cast iron stoves, irons of ironing, lavatory presses, presses for bagasse, bakery machines, radiators and salamanders, industrial laundry equipment, worktop lathes, collective bathtubs and wash basins, small displacement explosion engines, among many others.

A man of great strategic vision, António José Pinto de Oliveira will bet on the solid training of his staff, a policy of good salaries accompanied by interesting strategies for the efficient use of labor and the rationalization of factory space, both from the architectural point of view and from the point of view of the layout of the sections.

The company became well known in Portugal and abroad through the OLIVA sewing machine and a bold marketing plan through which hundreds of points of sale were created in Portugal and in the former Portuguese colonies, all of which were duly signaled with great and luminous advertising claims of the brand.

At the same time, an advertising plan was drawn up, objectively aimed at the segment of the market for sewing machines, the feminine, which instituted all courses for cutting, sewing and embroidery. The courses ended with a closing party during which the diplomas were delivered to the final students and an exhibition was held.

Simultaneously, the company promotes the "Dresses of Cheetah" competition and the famous annual contest for the election of "Miss Oliva".
In addition, a large advertising campaign is implemented, which goes from the press to the radio and later to television, making the media busy with commercials of great graphic quality.
In all the cities of the country posters were posted on the walls.
Two marches are also created, recorded on disc, that were offered to buyers of the sewing machines and the company carries out cinematographic publicity in the films "The Seamstress of the Cathedral" and "Dreaming is easy".
Another concern was to guarantee the presence of the company in the main fairs and industrial exhibitions held at national and international level.

The Oliva factory is an icon that can not be ignored in Portuguese industrial history, and for a long time it assumed a preponderant action in the affirmation and socio-economic development of S. João da Madeira.

The exhibition is on the first floor of the Torre de Oliva.
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