THE BLOG
27/11/2013 07:00 GMT | Updated 26/01/2014 05:59 GMT

Embratur Launches New Ad Campaign Ahead of the World Cup 2014

The new film shows Brazil "tidying up the house" to receive the expected 600,000 foreigners for the 2014 World Cup. This year, the campaign will receive an investment of US$ 10 million and will appear in seven countries.

Our new advertising campaign has been launched in seven countries and is geared to tourists wishing to visit Brazil during the World Cup 2014. The video is an analogy between the beauty of the landscapes of Brazil and the rooms of a house, and invites visitors to come to the country to discover the hospitality and joy of our Brazilian people.

The slogan "The World Meets in Brazil. Come Celebrate Life" is part of the advertising campaign launched by Embratur in 2012 at the closing ceremony of the London Olympics. This second film, Home, shows how we are preparing for the mega-events and the improvements that they will bring for Brazil's population.

The advert will be shown in the United States, Argentina, Chile, Colombia, Mexico, Germany and the UK, and the campaign will receive an investment of 10 million dollars during this year alone.

The new campaign serves to show foreigners that the country is preparing to show off the best it has to offer during the 30 days of the games. It also highlights how preparations for the games will have a positive impact on the country's economy. During the World Cup alone, tourism will generate over R$ 25 billion for our country's economy surpassing the public investment made to secure the event.

The tourism sector generates almost 3% of Brazil's GDP and employs around 10 million people who will be directly affected by the tournament. In addition to the direct impact there are indirect benefits. Most of the investments focus on improvements to the daily life of the population. One in every three reais invested by the Federal Government "in the Cup" will be used to improve urban mobility in Brazil's big cities.

In the first half of 2013, Embratur has also hosted 14 'Goal to Brazil' events in different countries to help promote Brazil as the host of the FIFA World Cup 2014. Each one of the 12 host cities were figureheads for these events which took place in Chile, Argentina, Colombia, Peru, Uruguay, Mexico, Germany, Spain, France, the United Kingdom, Italy, Portugal and Canada. In Colombia and the United States, Brazil and its culture as a whole was the figurehead for the event. The project trained 3,080 travel agents and tour operators that specialise in Brazil and enabled 350 journalists to find out details about the country's preparations for big sporting events.

Due to the success of the format, and in order to promote other Brazilian States, in the second half of 2013 Embratur hosted a 2nd edition of the 'Goal to Brazil' project. In a new format, divided into two days of action, the events promoted Brazil as a whole across Bogotá, in Colombia, followed by Los Angeles, in the United States and finally, Amsterdam, in The Netherlands. For 2014, a further six events will be held in the run up to the World Cup tournament.

The project has helped step up the marketing campaign for Brazilian products and destinations, by promoting the country's natural and cultural diversity, through relationships with media and tourism professionals in the target markets.

With the World Cup now just over seven months away, the exposure generated by the tournament itself will bring intangible benefits to Brazil's tourism, such as better use of the country's tourism potential, publicity for regional attractions and a quantum leap in the quality of services. Complementing the new ad campaign, the World Cup is a great opportunity for Brazil to show off its wonderful natural resources, its vibrant cities and, it has to be said, its excellent football!