The US is a growing strategic target for the Portuguese tourism, and now, more than ever, it is closer to Portugal, with new direct air flights.

To promote this news and reinforce Portugal’s natural assets near such a strategic country, we had to come up with an idea to impact massively with a fresh and different approach.

The surprising launch of the next wax figure on the museum, CR7’s, in the middle Times Square proved to be the perfect opportunity as all eyes were directed there.

We had an audience of thousands of American people waiting the unveiling of the new Madame Tussauds wax figure, giving us the opportunity to impact them organically. One Portuguese personality was going to take NYC by storm, but he was also going to open the door to 30 others, turning the jumbotrons of Times Square into facetime screens to call on America, showing closely what they love the most about their country.

Each Portuguese promoted their favorite features of their country for one hour. Immediately after Ronaldo’s appearance our campaign was launched. Each Jumbotron with a different person telling US what makes Portugal a unique country in the world (Nature, Sun, Water, Calmness, Romance…).

Time Square is already a usually crowded place, but this day, in the specific moment of wax figure unveiling, the crowd was massive, turning this campaign into something truly global.

For one hour, Time Square jumbotrons became windows for Portugal. A campaign that brought the country closer than ever to the US, resulting in its highest ever number of American visits (148 030 American sleepovers, +187% compared to 2021), a global reach of 370 million, and an unprecedented PR repercussion of 620 references in worldwide news’ channels.