Awarded Street Marketing

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Global Sales | 2012-2013


Brazilian Tourist Board/Embratur

London 2012

Embratur, The Brazilian Tourism Board, took advantage of the Olympic atmosphere in London to create awareness of their European campaign “The world meets in Brazil. Come celebrate life”. The Metropolitan network offered an ideal mix of inpaper and street marketing activity to reach a festive audience. Firstly, ads were published in Metro’s Olympic Preview Guide, Metro UK and the Evening Standard. Then 10,000 branded mini footballs were distributed together with the Evening Standard in key underground stations. The combination ensured Embratur created a buzz amongst commuters and successfully engaged with their target audience. The campaign was extended with a second wave in Metro’s Premium Ad Network, running half pages in Germany (Die Welt), France (Le Figaro) and Italy (La Repubblica).

New York 2013

With exactly one year to go until the start of the 2014 FIFA World Cup, Brazil launched their campaign “The World Meets in Brazil. Come Celebrate Life in 2014 FIFA World Cup” in New York. To mark the occasion and promote the Brazilian Summer- Stage taking place in Central Park, postcards were distributed by branded promoters in key areas of the city. On August 20th, the day tickets to the FIFA World Cup 2014 were released, Metro distributed 5,000 branded mini footballs in Times Square with the help of a semi-professional footballer. Together with in-paper activity, the campaign engaged with the audience and helped to build excitement and anticipation for the biggest sporting events in the world which are to be hosted by Brazil; the 2014 World Cup and the 2016 Olympics.

Winner comments

The results of this successful collaboration with Embratur brought readers across the world closer to the wonders of Brazil. We engaged with them by offering a taste of the country that is preparing to host two of the worlds biggest sports events in the coming years. Our continual attempts to find new ways to promote the travel sector through innovative and bespoke solutions has strengthened our relationship with this client. Everyone involved in these campaigns is very happy! Client, agencies and us!

– Vivi Lescher, International Business Director, Metro International


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5 days a week you reach those who dream of going far, far away to sandy beaches, click on the skies or simply just packing their bags for new experiences.

For more info on Metropolitans and Travel please take a look at the new Metropolitan Report #3