• by Fern Siegel , December 27, 2024

For many, traveling abroad is a high point of the year. For those enamored of the opulence of the Baroque, Lisbon, Portugal is showcasing its splendors.

Creative agency VLM produced “Baroque Route” for Visit Lisbon, the city's destination-marketing organization, to promote the destination in the U.S., Spain, France, Italy, Germany, Brazil and the U.K. The spot is featured on its site, social-media channels and part of global presentations.

The video invites viewers to explore Lisbon's rich culture and heritage in six different languages, including English.

The five-minute piece highlights famous sites, such as the Baroque Museum, the Palácio do Correio-Mor, the Palácio de Fronteira, the Palácio do Marquês de Pombal, the Palácio Ludovice and the Aqueduto das Águas Livres. Various museums, such as the Museu Nacional dos Coches and the Museu Tesouro Real, are also featured.

Lisbon's historic churches and chapels -- remodeled in the Baroque style during the reign of King João V, in the first half of the 18th century, with painted ceilings and gilded wood carvings -- represent the artistic wonders of the city's golden age.

Paula Oliveira, executive director of the Lisbon Tourism Association, said “the decorative richness and architectural complexity of the Baroque style reflect an era of prosperity that marked Lisbon's cultural identity.”

In 2023, Lisbon welcomed 18.7 million overnight visitors and 8.1 million same-day visitors. Of these, 15.3 million were international tourists, according to Tourism Statistics.

In 2023, the U.S.was the top source of international visitors to Lisbon, accounting for nearly 2.4 million visits with 15% of market share.

VLM's client work also includes the Chile Ministry of Transport, Coca-Cola, Oreo and Baileys.