Turismo de Portugal was awarded
gold with the
CloseToUS campaign in the “Activation and sponsorships” category of the
2023 Efficacy Awards. The campaign was also
silver in the “Creative use of media” category.
In November 2022 Turismo de Portugal launched the Promotion Plan for Portugal in the United States of America, a strategic market for the development of national tourist activity, through the activation of the VisitPortugal brand which, in addition to a series of other actions included the "take over" of all digital billboards in New York's emblematic square - Times Square.
At 6pm local time, and for one hour, all the screens in the emblematic New York square broadcast content from the Close to US campaign, promoting the diversity of the national tourist offer, based on Portugal's main assets as a tourist destination, as well as conveying the message that the tourism of the future must be carried out in a responsible and sustainable way, contributing to a better planet. This initiative by Turismo de Portugal took place within the scope of the launch event of the Madame Tussauds New York museum wax figure: Cristiano Ronaldo.
Promoted by APAN – Portuguese Association of Advertisers, the Efficacy Awards are the only awards in Portugal that focus on and reward the joint work of advertisers and their agencies based on the measured and proven effectiveness of their communication campaigns. They were created in 2005 with the aim of recognizing the contribution of communication to achieving advertisers' business objectives and are public recognition of the quality of decisions, strategic planning of interpretation and creative development and the ability to seduce recipients. Achieving an Effectiveness Award is the most important professional recognition in advertising in Portugal.
