Bolhão. It is forever

Bolhão Market is one of the most emblematic buildings of Porto, part of the city’s identity and its people.

In 2015, more than 100 years after its construction, and after decades of deterioration, Porto City Council presented a project for the modernization of the building. Recovering and enhancing its original form, the work took place between 2018 and 2022, involving the creation of a temporary market, and a total investment of 50 million euros, 1% of which was allocated for communication. The challenge was to execute such a large and complex project while ensuring the continuity and preservation of the building’s local essence. Simultaneously, it was essential to guarantee the satisfaction of both merchants and customers through active and close communication. The campaign “It is forever”, which accompanied the opening of the new building and turned the merchants into the protagonists, ensured that tradition and history remained integral to the building’s identity. Through the memory of the original Bolhão Market, using photos and archive material, the essence of this place was refreshed and transported to a new dream - a new Bolhão. After two years of communication from 2022 to 2024, with brand activations, digital content, events, advertising, and more, the project is marked by its social, economic, and cultural impact on the city. • 1.000 news in media outlets • 3,6 million in media return on investment • Thousands of organic content on social media • 40.000 followers on Instagram and Facebook • 11 million visitors