Just as the FIFA Football World Cup began in Qatar, putting football fans around the world in a frenzy, halfway across the world, one of the biggest names in current football, Portuguese striker Cristiano Ronaldo in making waves in New York, with the unveiling of a wax statue of the star at Madame Tussauds Museum.
Using the occasion, VisitPortugal has launched an aggressive campaign to promote the destination in the key North American market, ‘taking over’ the digital billboards of Times Square. After revealing the wax figure of Cristiano Ronaldo, VisitPortugal dominated each of the giant screens in the world’s most famous square, showing the world the best that the European country has to offer, its people and its natural and historical heritage and also to send a message from Portugal to the world about the importance of ‘Travelling Better’.
With the slogan Close to US, VisitPortugal intends to promote the diversity of the tourism offer in Portugal and its regions, which has the most impact on the American public. From nature to history, from waves to heritage, from cities to villages, from countryside to islands, all are reasons to choose Portugal as the destination of an American’s next trip.
This is a unique brand activation in the US with an expected catalytic effect, expected to reach approximately 500 million people worldwide. The period is indeed one of the best and extremely high opportunity as it is the week of Thanksgiving and that precedes Black Friday and Cyber Monday, which are characterised by opportunities for booking future trips for Americans.
Cristiano Ronaldo’s wax figure is at Madame Tussauds, in a space dedicated to the Portuguese athlete called: The CR7 Experience. In parallel, for 15 days, the public visiting the Madame Tussauds Museum will be impacted with films about Portugal.
‘‘Cristiano Ronaldo is one of the most accomplished football icons of our time and we were thrilled to be team up with Visit Portugal for this special Time Square reveal; it’s an incredible opportunity to shine a light on the beautiful country and holiday destination of Portugal,’’ said Madame Tussauds New York Head of Marketing Tiago Mogadouro.
Madame Tussauds New York partnered with the Times Square Alliance, NYC & Company, as well as the Portuguese Football Federation and VisitPortugal for this iconic and memorable figure reveal, says a press statement.
The United States has proven to be one of the most relevant tourist markets for Portugal, registering growths in the number of guests, overnight stays and revenues, of 18.8 pc, 19.5 pc and 45.0 pc, respectively, until August 2022 in comparison with the same period of 2019.
Portugal‘s promotion plan in the US intends to reinforce promotional activity in 2022 and 2023 with the objective of accelerating the growth of this market, including presence on business platforms, namely at tradeshows, actions with luxury tourism operators, road shows and workshops, adds the press statement.
‘‘The support for this event reflects the commitment to a growing market and the conviction that Portugal is increasingly close to the US and offers many reasons to be the travel choice for Americans,’’ says President of VisitPortugal, Luís Araújo.