Brazil Launches New Global Tourism Advertising Campaign
By Brian Major
July 26, 2012 10:13 PM
Brazil launched a new international campaign for tourism promotion during a ceremony at the London Film Museum on July 25. Called “The World Meets in Brazil. Come Celebrate Life,” the campaign was created by the Brazil Ministry of Tourism and Embratur (the Brazilian Tourism Board) to promote Brazil as the host of major sporting events, including the 2014 FIFA World Cup and the Rio 2016 Olympic and Paralympic Games.
Brazil President Dilma Rousseff attended the launch ceremony of the new campaign together with other Brazilian government authorities and emphasized this strategic moment for the international exposure of Brazil. "We have been welcomed to this city, and I'm sure London will host the best Olympics of all time,” Rousseff said. “When the time comes for Rio de Janeiro, we will also do our part, and we will welcome visitors with open arms."
The new campaign presents Brazil as a country with a unique culture that offers diverse experiences for all visitors. “The latest campaign emphasizes friendliness and openness which are the most endearing characteristics of Brazilian people," said Flavio Dino, president of Embratur. "We are our culture -- the rhythms of Brazil, the warmth of a hug, our traditional cooking and the artists who fill our museums. Brazil is difficult to describe but you can feel it, and that is what really matters. Brazil is for all the world to experience."
The launch of the new campaign also was attended by Minister of Tourism Gastao Vieira, with 300 guests in total including Brazilian and international authorities such as VisitBritain CEO Sandie Dawe, tourism professionals and global media. “We are entrepreneurs, investors and above all tourists,” Vieira said. “Our future vision is ambitious. In 2022 we want to be among the three major tourism powers in the world."
Embratur will invest U$40 million by the end of 2014 to achieve these goals. "Through print, digital, online, TV and 'out of home' media, Embratur and the Ministry of Tourism intend to inspire visitors to explore and discover Brazil, as well as maximize rising interest in the country as it prepares to step into the spotlight hosting two mega-events in the next four years," said Walter Vasconcelos, director of marketing for Embratur.