DUE launches “Verão DUE” with Neymar Jr. and Léo Santana to promote Rota DUE as both holiday destination and high-potential real estate asset in the Northeast.
“Verão DUE” links paradise lifestyle to real estate
DUE Incorporadora has unveiled its new campaign, “Verão DUE”, marking the next expansion phase of Rota DUE, a portfolio of developments on the coasts of Pernambuco and Alagoas. The initiative invites investors to be where Brazil chooses to spend the summer — and where Neymar Jr. and other market players have already chosen to invest. In doing so, the Northeast is repositioned from a simple holiday destination to a strategic real estate asset.
Headquartered in Pernambuco and recently expanded to São Paulo, DUE has already surpassed R\( 3.2 billion in sales. The company projects R\( 7.5 billion in PSV with the 28 developments planned for Rota DUE, in locations such as Muro Alto (Porto de Galinhas), Praia dos Carneiros, Maragogi, Antunes and Japaratinga. According to internal data, 80% of its client base is concentrated in PE, SP, DF and MG, with Pernambuco as its largest market.
From holiday dream to investment thesis
The core concept of “Verão DUE” is to turn the long-standing holiday dream of the Brazilian Northeast into a real estate investment thesis. The campaign’s central line presents the call to be “where Brazil chooses to spend the summer and where Neymar chose to invest”. The message underlines that, among many competing destinations, when the Northeast is in the game “it becomes clear: the real paradise is here”.
The communication emphasizes that the coastal regions of Pernambuco and Alagoas rank among those with the strongest asset appreciation, demand and income potential in Brazil. This vision aligns with DUE’s broader strategy: investing in the Northeast coast means investing in real growth. As a result, “paradise” is reframed not only as a leisure setting but also as a business opportunity.
Star-studded cast with Neymar Jr. and Léo Santana
The “Verão DUE” campaign brings together personalities from different fields. In addition to Neymar Jr., currently one of Brazil’s biggest online audiences among influencers, the cast features singer Léo Santana, actor Renato Góes, entrepreneur and DUE partner Rafael Zulu, and health professional and influencer Aline Becker. The group bridges sports, music, entertainment and wellness around the same investment narrative.
The selection of ambassadors aims to reach complementary audiences, from football fans to pop music listeners, series and film viewers and followers of health and lifestyle content. Already an investor in Rota DUE through NR Sports, Neymar Jr. reinforces the alignment between consumption, lifestyle and investment decisions. In this way, the Northeast coastline is framed as both a place to enjoy and a place to allocate capital.
Media strategy, activations and lead generation
The “Verão DUE” plan combines digital media, commercial actions and on-the-ground presence in high-traffic consumer hubs. The digital front includes content pieces and series featuring all campaign ambassadors, distributed across DUE channels and the talents’ own social networks. The focus is on performance and lead generation among investors interested in second homes and income-generating properties.
The campaign also includes activations in shopping malls and airports, environments closely associated with consumption, travel and leisure. The brand’s presence in these locations reinforces the link between holiday decisions and investment decisions. Additionally, DUE will take part in strategic events in key markets, with dedicated commercial structures and tailored support for potential buyers.
Turning summer visibility into sales
The main goal is to convert the peak attention of the summer season into sales momentum for existing Rota DUE developments. At the same time, DUE seeks to strengthen its brand and product awareness among investors in São Paulo, Brasília and the Northeast itself. Thus, high season becomes a strategic lever to boost both sales and brand positioning.
By using summer as a communication platform and anchoring the message in personalities with broad national reach, DUE positions the Northeast coast as both a vacation hotspot and a real estate asset. This alignment between brand narrative, expansion strategy and commercial goals sets the stage for the next growth chapter of Rota DUE in Brazil’s high-potential coastal markets.
