She is the moment! The most beloved Material Girl in the pop world, Madonna, ended her tour celebrating 40 years of career last Saturday (4), The Celebration Tour, on the sands of Copacabana, in Rio de Janeiro.
But anyone who thinks that the Pop Star only shook up the musical world is mistaken. Madonna’s visit to Brazil generated approximately R$300 million, a value 30 times greater than the investment made by Rio’s city hall and state in sponsorship, including sectors such as tourism, commerce and gastronomy.
Furthermore, some major brands were also positively impacted, such as Cimed, which distributed 25 thousand units of the special edition of Carmed Madonna in pharmacies in the region, Heinekena Nivea and the Itaú. According to data from Grupo Globo, responsible for broadcasting the show, the commercial plan reached approximately R$20 million.
Activations
The arrival of the music giant generated entertainment beyond the show. Check out some of the main activations that took place in the capital of Rio:
- The boticario: exclusive box at Narcisa Tamborindeguy’s house;
- Deezer: draw, with Deezer Premium, Duo or Family subscribers, for a pair of tickets to the brand’s exclusive area;
- Warner Music Brazil: interaction with the public at Parque Bondinho Pão de Açúcar.
It is worth highlighting the main person responsible for the event: Itaú. The bank, which celebrates 100 years in 2024, offered a special promotion aimed at customers, employees, partners and fans of the singer, which included transport and gastronomic experiences, in addition to building a special area on the day of the show for participants. Itaú also lit the facade of the Copacabana Palace in orange, the company’s signature color.
Moving the people
The Queen of Pop rocked far beyond expectations. Before the show took place, a total audience of 1.5 million people was expected. However, according to Riotur, the Tourism Company of the Municipality of Rio de Janeiro, the free show had around 1.6 million spectators, surpassing the 2006 success of the Rolling Stones with 1.5 million people. Madonna’s presence also led hotels in the region to almost reach their maximum occupancy capacity.
This crowd was not only made by the locals themselves, but also by several tourists, considering that, according to data released by the company behind the organization of the event, Bonus Track Entretenimento, the public was made up of 15% to 20% tourists. .
This entire flow of people needed to be well managed. Luckily, MetrôRio found a different and creative way to convey its operating scheme during the day of the event. See the video:
In another publication, some MetrôRio workers jumped on the bandwagon, or better said, on the singer’s tracks and participated in the challenge launched by her dancers to perform the choreography for part of the song “Give Me All Your Luvin”. Check it out below:
The movement was great not only in the physical world, but also in the digital world. The show encouraged searches for items related to the singer on marketplace OLX. According to the company, there was a 105% increase, compared to the same period last year (from January to April), in demand for Madonna products. Furthermore, advertisements associated with the Queen of Pop showed growth of 111% compared to the same period mentioned above.
Moment of transformation
Madonna’s show followed the legacy of the artist’s 40-year career and was the stage for various social issues, such as the cause of LGBTQIAPN+ people and racial movements. From the performance with some trans dancers to moments with artists like Pablo Vittar and Anitta, The Celebration Tour has established itself as a historic milestone for people who daily suffer prejudice in the country that kills the most LGBTQIAPN+ people in the world.
In addition to being a strong voice on the issue of diversity, Madonna also showed solidarity with the current situation in Rio Grande do Sul, where more than 350,000 people were affected, losing their homes and even family members due to the floods resulting from the heavy rains that took place in 497 cities. It was revealed that, in secret, the pop star donated R$10 million to help the state rise.
Adnews shares the same feeling of solidarity with the state’s population and provides the Rio Grande do Sul State Government’s Pix key so you can make your donation.
pix key CNPJ 92.958.800/0001-38
Our team thanks you for your collaboration and is here to remind you that together we are stronger!
*Cover photo: Disclosure/The Celebration Tour
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