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 Sugarloaf Mountain, golden sands of Ipanema and the 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.