Britain is the biggest market for portugueses tourism

every year 9,3 million english bring 2500 million euros to Portugal

Brexit can have a huge impact in Portuguese tourism and economy

We needed to reduce the impact of Britain exit of the European Union, with a limited global budget of 200k euros for production and media spending.

So with some humor, we transformed a threat in an opportunity.

Brexit became Brelcome

A new movement reassuring english people that no matter what, we would never leave them. Our sand will never leave them, our sunsets will never leave them, our waves will never leave them, our flavours will never leave them.

The campaign relied on the context to gain relevance so we targeted the brexit attention peaks by monitoring social media and online trends. To make the most of the limited budget we needed to maintaining a hight reach low frequency campaign making the word reach potencial British tourists. The word Brelcome worked itself as a clear CTA and at the same time remembered the public of the Portuguese welcoming spirit.

The campaign filled with British sense of humor, presented the main Portugal tourism assets.

Remembering British people about their favourite things in Portugal. Our sand, our sunsets, our waves, our greens.

The campaign was launched soon as the British parliament voted for brexit increasing the relevance of the timing of the campaign.

The new word spread online all over Britain

In one month more than 8 million British knew that they were “Brelcomed” in Portugal

The campaign earned 39.7 million impressions and the curiosity was so high, that more than half saw the campaign videos till the end.

Tv news and newspapers started using this new word

And even countries like Scotland entered the conversation. With a film thanking Portugal for such nice message, Brelcome became part of everyday vocabulary and was even used by real estate agents to sell houses to their British clients in Algarve

Since its launch brelcome became a word with his own place in the dictionary

In the first month following the Brelcome campaign British tourists increased by 3,2%