Symbol of the city of São Paulo, Ibirapuera also enchants brands interested in getting closer to the people of São Paulo
A refuge for the people of São Paulo, Ibirapuera Park turns 70 this Wednesday (21). Tourists also revere the existence of this green space nestled in the city of São Paulo, a meeting point, for walks and health care, which attracts more and more advertisers. Investments are transformed into improvements for the citizens themselves.
“On the 70th anniversary of Ibirapuera Park, we celebrate an icon that connects stories and memories of São Paulo. Neooh is proud to have been present at Ibira since 2021, bringing information and innovations to the park’s visitors on a daily basis,” says Leonardo Chebly, CEO of the out-of-home media company NEOOH, which has been leading the commercialization of spaces in the park since 2022, in addition to structuring special brand projects.
Thermoplastic resin producer Braskem, which has already sponsored Ibirapuera’s ‘Waste Management Plan’, has just announced the broadcast of the Paralympics, in the event arena, located in front of the Planetarium, between August 31st and September 1st, from 9am to 5pm.
Visitors will also be able to visit the Paralympic arena, which will operate during the same period with activities related to the Paralympic Games. The project was carried out in partnership with the Brazilian Paralympic Committee (CPB).
Urbia has already invested R$133 million in infrastructure and security works since taking over the concession in 2019. By the end of this year, another R$70 million is expected.
OOH Media
Diversifying experiences with customized and capable strategies and providing services, media and activation are NEOOH’s operating principles.
The plan is accompanied by visual communications that replace less sustainable methods, such as banners and banners, while the services provide information on weather forecasts, current time, air quality, opening hours, cultural and event calendars, providing an effective and up-to-date channel.
Sponsorships, naming rights for areas or services, and product activations are among the main investment options, each with its own spectrum of values. Moments of relaxation and tranquility make people more likely to receive messages endorsed by media that fulfill a social function and contribute to the improvement of cities and people’s daily lives.
Nike, Centauro, Renault, Braskem, Ambev, 3 Corações, Kibon and RedBull are the brands that have already advertised at Ibirapuera. The SBF Group, owner of Centauro and Fisia – Nike’s official representative in Brazil – was the first to close a partnership.
The North American brand built five multi-sports spaces open to the public and, in 2022, renovated two basketball courts, improved the five-a-side football pitch, opened two sand courts and a space dedicated to skateboarding.
Free soccer and running training sessions are also offered. Gatorade has sponsored multi-sports courts, while Ambev has taken over the gastronomy area.
Live marketing
The 1,584,000-meter space designed by architects Oscar Niemeyer, Ulhôa Cavalcanti, Zenon Lotufo, Eduardo Kneese de Mello and Ícaro de Castro Mello and landscaper Augusto Teixeira Mendes connects São Paulo residents to nature, sports, leisure and entertainment, creating “the pride of having a ‘design’ park, with works by Burle Marx and several works by Niemeyer, something that few places in the world have. In addition to being a place where people can go to live and meet, the park is an open-air work of art”, highlights Iron Neto, head of creative strategy at the live marketing agency Todos.
The executive recalls the ‘Doces bárbaros’ show, with Caetano Veloso, Maria Bethânia, Gal Costa and Gilberto Gil, on a day of heavy rain, in 2022. “Praça da Paz has always been a ‘peace square’, because it brings together several rhythms, at the same time, around a celebration of São Paulo”, exalts Neto.
“For us in the events sector, Ibirapuera Park is the great meeting point for people from São Paulo. In addition to being a postcard, it has always been the place where people from all regions of São Paulo go, allowing various tribes to meet”, he concludes.
