Brazil has launched a brand new global tourism promotion campaign.
Titled ‘The World Meets in Brazil, Come Celebrate Life’, the campaign is intended to promote the country ahead of its hosting of the 2014 FIFA World Cup and 2016 Olympic Games. The campaign was unveiled in London by the President of Brazil, Dilma Rousseff.
“We have been welcomed to this city and I’m sure London will host the best Olympics of all time. When the time comes for Rio de Janeiro, we will also do our part and we welcome the visitors with open arms who will be very well received,” Ms Rousseff said.
According to Brazil’s national tourism board Embratur, the campaign is designed to present Brazil as “a culturally unique country that offers diverse experiences for all visitors”.
“The latest campaign emphasises friendliness and openness which are the salient features of Brazilian people,” said Flavio Dino, President of Embratur. “We want to show that Brazilians have a natural tendency to give a warm welcome to visitors, which has created our unique and diverse culture with roots in different continents. Brazil, in fact, brings together a bit from each part of the world. And that is why the world meets in Brazil.”
Promotions will run in the form of print, digital, online, TV and ‘out-of-home’ media, while the country is also planned a series of activities at the Embassy of Brazil in London during the London Olympics. These will include a new exhibition called ‘Brazil at Heart’, which will be open to the public until 2 September 2012.
“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,” Dino added.