The Brazilian Tourism Ministry has launched a $30 million international tourism campaign featuring television and print advertisements, as well as social media programs designed to "excite encourage and motivate" leisure and business travelers to visit the country. The campaign - "Brazil is calling you! Celebrate life here. Brazil. Sensational!" -- is being produced in cooperation with EMBRATUR, the Brazilian Tourism Institute, and will also be featured on a YouTube page.
The campaign is part of "Plano Aquarela 2020," a tourism marketing plan whose goal is to generate a 300 percent growth in tourism to Brazil by doubling the number of international visitors to the country through the next decade. The 10-week campaign will reach more than 100 countries and 400 million people in the Americas, Europe, the Middle East, Africa and Asia. The program will seek to build on Brazil's hosting of the 2014 World Cup and the 2016 summer Olympic Games.
"This campaign is a huge step forward in the global positioning of Brazil as a tourist destination. We'll show the world what Brazil has better to offer to the tourist, like its diversity, its modernity, and especially the joy and the lifestyle of the Brazilian people," said Jeanine Pires, president of EMBRATUR. The campaign will offer a variety of elements including a mobile application that will provide information, maps and tourism tips for Brazilian cities, a web site featuring maps, photos and videos of the top tourism locations in Brazil's 12 World Cup host cities.
For example, a 30-second commercial will air over the next two months by the TV broadcasters authorized by FIFA to transmit the games. The movie "Sons do Brasil" will also be presented by international broadcast stations (sports and news) and via YouTube. This will begin 10 weeks of media publicity with coverage in more than 100 countries, reaching more than 400 million people worldwide. The reach will include the Americas, Europe and Middle East Countries as well as Africa and Asia.
Brazilian destinations will be featured on panels at airports, in public transportation and outdoor billboards in 12 countries. Advertisements will appear in newspapers and magazines in 27 countries. A brochure titled "Brasil de todas as cores" (Brazil of all colors) will feature the five Brazilian regions and highlight the 12 World Cup prospective host cities and will include illustrations of the top tourism destinations in the country, as well as the images of artists, photographers and representatives of the Brazilian arts community.
On July 12, the video will be part of YouTube's homepage, as well as YouTube's EMBRATUR channel (www.youtube.com/visitbrasil). The channel hosts more than 100 videos of Brazilian tourist destinations, statements given by celebrities and tourists who have visited the country, with content in more than 70 languages. A new "Selecao Brasileiras Cidades" (Brazilian Selection of the Cities), includes the profile, maps, photos and videos of the top tourism locations in the 12 host cities in three languages - Portuguese, English and Spanish.
Information, maps and tourism tips for Brazilian cities can be accessed via mobile devices. The application allows quick and easy access to information about the heritage, architecture, cultural attractions, open air attractions, leisure and shopping in Brazil. The guide also provides photos and directions through Google Maps. Visitors can download the tool at home before their trip via mobile device at www.embratur.gov.br/mobile, via computer at www.braziltour.com/mobile, or at 10 of Brazil's airports. EMBRATUR also will have a presence on Facebook, Twitter, FourSquare and Flickr to build relationships and communicate with tourists, tourism operators, travel agents and international journalists.
A DVD called "Panorama Brasil: Selecao Brasileira das Cidades" (Brazil Scenery: Brazilian Selection of the Cities), will provide scenery of the 12 cities that will host the World Cup in Brazil. Each one-minute clip includes illustrations of the cities and their main tourist attractions in conjunction with a four minute clip about Brazil. For more information visit www.brasilnetwork.tur.br.
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