On 18 November 2022, Turismo de Portugal set the ball rolling on a strong promotional campaign in United States of America, a strategic market for the development of tourism in Portugal. As part of the plan, the VisitPortugal brand was spotlighted by means of various actions, including “taking over" all of the digital billboards in New York's emblematic Times Square.
Starting at 6 pm local time, and for a period of one hour, all the screens in Times Square broadcast content from the “Close to US" campaign, promoting the diversity of Portugal's tourism offering and focusing on the country's main assets as a tourist destination. The broadcast conveyed the message that tourism of the future will be both responsible and sustainable, contributing to a better planet.
With the "Close to US" Campaign, launched immediately before Thanksgiving Week, Turismo de Portugal aimed to impact some 500 million people around the world, at a time when the associated tradition of Black Friday means that people are more likely to be enticed to book trips.
This initiative by Turismo de Portugal is part of the launch event for the most recent wax figure at Madame Tussauds New York museum: Cristiano Ronaldo.
Watch the campaign video in Times Square on VisitPortugal's YouTube channel:
