Estrella Galicia: The World's Largest Exhibition Comes to Portugal
Estrella Galicia: The World's Largest Exhibition Comes to Portugal
Challenge
In the spring of 2022, Estrella Galicia brought "As Estrelas do Caminho" to Portugal, a cultural urban art project honoring prominent figures along the Portuguese Way to Santiago de Compostela. The exhibition arrived in Portugal after debuting in Spain in 2021 along the French Way. The goal was to showcase the world's longest exhibition, now spanning 370 km, and thereby strengthen the brand's presence in Portugal with local content.
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Strategy
To generate media coverage for this creative initiative, Corpcom chose Oporto-based rapper Capicua to inaugurate the exhibition in Matosinhos, the final stop of the world's longest exhibition. The 13 by 15-meter mural, the ninth in the project and the fourth in Portugal following Barcelos, Rubiães, and Ponte de Lima, served as the starting point for extensive media coverage.
Results
Through the various stages of media outreach, we achieved cross-sector brand recognition in general, lifestyle, and trade media, including television. Information about the exhibition was thus made available to all pilgrims walking the Portuguese Way.
Other success stories
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