The attraction of world celebrities is a dimension of economic and social dynamism that is increasingly valued by those responsible for public policy. The fascination of the presence of these celebrities leads to the dynamization of a multiplicity of activities and behaviours developed by their followers, considered to be beneficial for local and regional economies. In these terms, those responsible for public policy seek to trigger mechanisms to attract these celebrities, which in this article we will call pop star, to their territories. However, we want to suggest that the mechanisms associated with public policy must go beyond simple mobilization for the tourist destination. This article seeks to relate the presence of Madonna in Lisbon with the economic and social dynamism associated with the ‘celebrity endorsement’ and relate the effectiveness of the ‘celebrity channel’ to regional innovation policy. We found that the celebrity has an effective power to condition the presence and activities of fans, and we suggest that it can be exploited by regional innovation policy, namely integrating that influence in ‘shared governance’ territorial innovation models (‘share governance’_TIM).

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Greensphere tourism,Lisbon,Madame X,Pop star,‘shared governance’_TIM

• Earth and related Environmental Sciences - Natural Sciences
• Psychology - Social Sciences
• Social and Economic Geography - Social Sciences