A New Campaign to Rediscover Lisbon
The Lisbon Tourism Association (ATL) has launched a new digital campaign titled “Lisboa, ReclAMO-TE” featuring the iconic character Zé Manel Taxista, played by Maria Rueff, alongside several public figures. This satirical initiative invites Lisbon residents to rediscover their city through humor and nostalgia.
A Journey Through the City
With a light-hearted tone, the campaign comprises five episodes that take locals on a journey across the city, reminding them of its unique charm—from its exceptional light to historic monuments, gardens, and public spaces enhanced by tourism investments.
Star-Studded Cast
The cast features well-known personalities such as Carla Andrino, João Baião, Sofia Arruda, Vasco Pereira Coutinho, Irma, and Cláudio de Castro. Together with Zé Manel Taxista, they explore various neighborhoods, sharing experiences and reflections on the authentic Lisbon that exists beyond the tourist hustle.
A Play on Words
The campaign cleverly plays on the ambiguity of the verb “reclamar”, balancing between the constant complaints about tourist pressure and a declaration of love for the city. It challenges residents to see themselves as tourists, reinforcing the idea that Lisbon belongs to its inhabitants.
A Fresh Approach to Tourism
Produced by Burson, “Lisboa, ReclAMO-TE” is available on ATL's digital channels, including Instagram, YouTube, and other institutional platforms. This marks a new strategy in promoting domestic tourism, leveraging national talent and satire to win back the hearts of Lisbon's residents.
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