Rock in Rio Lisbon dials in on international audiences
The multinational Road to Rock in Rio marketing campaign, which launched in London, arrives as music tourism and destination experiences hit new heights
News By Hanna Ellington | 2 March 2026
Rock in Rio Lisbon is charting an international path to this year’s edition, creating a multi-country promotional activation.
Road to Rock in Rio launched last week in London’s King’s Cross station, inviting passersby to deliver messages that will eventually be incorporated into the design and atmosphere of the festival’s main stage, dubbed the World Stage.
With the marketing effort, festival organisers are aiming to collect messages from different cities, cultures and nationalities to symbolically become part of the festival, as they move to strengthen ties with international audiences. The UK is the second-largest international market for the Portuguese festival, behind Spain.
“London is one of the world’s most global cities and a true crossroads of cultures,” says Roberta Medina, EVP of…
You've used your free article this month
Create a free account to read 3 articles per month, or subscribe for unlimited access.
