As part of the São João celebrations, one of Porto’s most iconic and beloved festivities, I AM Events was responsible for developing a brand activation at Porto Airport.
The objective was to bring the festive spirit of São João into one of the city’s main gateways, welcoming national and international visitors with a strong sense of place and cultural identity.
Inspired by Bolhão Market, we created a historic-style stall decorated with traditional São João elements, featuring some of the festival’s most iconic symbols: toy hammers, colourful balloons, illustrated postcards and special giveaways.
The activation included a prize wheel with instant rewards and a custom photobooth with personalised frames, encouraging social media sharing and the creation of memorable moments from visitors’ very first contact with the city.
I AM Events was responsible for the full production of the project, including:
• Coordination of all teams involved
• Briefing and planning meetings with partners
• Set-up and dismantling of the structure and decoration
• Procurement and logistical management of giveaways and materials
• Recruitment and management of a hostess team for the activation
Our team ensured an active and efficient on-site presence at every stage, delivering a smooth, welcoming experience fully aligned with the values of the Porto. brand.
The success of the activation resulted in thousands of daily interactions, with all giveaway stock fully distributed and highly positive feedback from visitors.
An activation that fulfilled its purpose: to welcome, surprise and showcase what makes Porto truly unique.
