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Brazil celebrates host-city status in $40m global ad campaign

Brazil is building up to the 2014 FIFA World Cup and Rio 2016 Olympic and Paralympic Games with the launch of a global ad campaign highlighting the ‘welcoming culture of Brazilians’.

The campaign, entitled ‘The World Meets in Brazil, Come Celebrate Life’, was created by the Ministry of Tourism and Embratur, the Brazilian Tourism Board, to promote Brazil as the host country of the upcoming 2014 FIFA World Cup and the Rio 2016 Olympic and Paralympic Games.

It aims to present Brazil to its international markets with a unique culture that can offer diverse experiences for all visitors. Embratur is investing $40m by the end of 2014 in the global campaign, which will span print, digital, online, TV and out-of-home media.

“The latest campaign emphasises friendliness and openness which are the most endearing characteristics of Brazilian people,” says Embratur president Flavio Dino. “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 campaign kicks off tomorrow (July 28) with a special event called ‘Brazil Wave’ at the Embassy of Brazil in London where a range of activities including its ‘Brazil at Heart’ exhibition which aims to highlight the country’s ability to host mega-events with innovative products and services, as well as its growing potential for tourism. The venue will be open to the public until September 2, 2012 in a bid to promote the country’s image during the London 2012 Olympic and Paralympic Games.

“We will have a unique opportunity which could produce real results to help us reach our target of doubling the number of foreign tourists and tripling foreign currency entering the country by 2017, the year after the Olympic Games in Rio de Janeiro,” adds Dino. “With these events we are gaining broad exposure, which will attract new tourists and take Brazil to a new level of importance in global tourism.”

Jenni Baker, London