Times Square: the giant wave of Nazaré is breaking in New York

The giant waves of Nazaré's Praia do Norte are breaking in the heart of New York City.

The Portuguese National Tourism Authority - Turismo de Portugal - launched a marketing campaign in Times Square, New York, featuring the world-class waves of Nazaré.

The 30-meter high digital screen will be showing footage of the biggest waves ever ridden at Nazaré for 30 days.

"This is the size of a wave in Portugal," reveals the 30-second XXL digital LED billboard on display in Times Square.

The initiative, named "Digital Wave," was unveiled by the Portuguese prime minister, António Costa, and by Walter Chicharro, the mayor of Nazaré, and represents an investment of 240,000 euros.

Garrett McNamara, former world record holder (2011), Rodrigo Koxa, current world record holder for the biggest wave ever surfed (2017), and Sophie Goldschmidt, CEO of the World Surf League (WSL), also attended the event.

New York: Portuguese prime minister António Costa unveils the digital billboard of Nazaré in Times Square | Photo: Veiga/Lusa

"From the day we walked up to the Nazaré lighthouse eight years ago and witnessed the biggest waves we had ever seen, our goal has been to share the incredible country of Portugal with the world," explained McNamara.

"Today marks the beginning of a new era where, without a doubt, Portugal will be one of the most sought-after European destinations. Our mission will come full circle as we stand with the prime minister of Portugal and the mayor of New York to watch the massive waves of Nazaré on the big screen of Times Square!"

According to the Portuguese tourism authorities, the number of American tourists visiting the European nation has been increasing around 10 percent every year, in the past few years.

Meanwhile, the WSL announced that their European headquarters will be transferred from Capbreton, in France, to Lisbon, in Portugal. The new office will also manage the operations in Africa and the Middle East.

Portugal is the European country with the most WSL events. The country runs a Championship Tour (CT) event, three Qualifying Series (QS) contests, and a Big Wave Tour (BWT) competition.

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