Euston Tunnel transports commuters to Brazil with giant wrap and digital

Commuters at Euston station will be transported to the tropical beaches and historic tourist destinations of Brazil, thanks to a 4-week campaign from the Brazilian Tourism Board (Embratur). Booked with JCDecaux through IPM and Initiative Media, Embratur has wrapped the Euston Tunnel as part of a marketing drive to raise the country’s profile as an exciting holiday destination. The creative agency was Artplan, based in Brazil.

For four weeks the campaign will provide a fully-immersive brand experience covering 200 m² of tunnel linking the station concourse to the Underground. The campaign will reach a monthly audience of 530,000 people.

Panoramic images of the iconic Sugarloaf Mountain, golden sands of Ipanema and the dramatic Iguassu waterfalls are accompanied by 5 x digital 6-sheets and 20 x escalator panels. Embratur has also booked the back-light 48-sheet that greets passengers taking the escalator to the tube.

Flávio Dino, Embratur’s president said, “As the host of the 2014 FIFA World Cup and the 2016 Olympic and Paraolympic Games, Brazil will be the holiday of choice for increasing numbers of visitors. We increase our chances to attract more international tourists promoting the wealth of opportunity offered by Brazil.”

With the strapline, ‘Brazil is calling you’, the campaign directs people to the website www.braziltour.com.

For further information please contact
Janet Guest, PR Manager, JCDecaux
0207 298 8023/ 0776 970 1268
janet.guest [at] jcdecaux.co.uk

Source: JCDecaux