In a new campaign for the United States, Embratur celebrates Brazilian ancestry, joy and biodiversity

The Agency's initiative, in partnership with Visit Brasil and Sebrae, begins to be broadcast this Thursday

(Source: EMBRATUR)

Embratur launches, this Thursday (22), the first advertising campaign of 2024. In the United States, the Agency's videos and advertising pieces will emphasize the ancestry, nature, gastronomy and joy of the Brazilian people. The campaign is an initiative of the Brazilian Agency for International Tourism Promotion (Embratur) and the Brazilian Micro and Small Business Support Service (Sebrae).

A video brings the experience in some of the most representative destinations in the country. It shows images of diving in the sea of ​​Fernando de Noronha, of a free flight in Rio de Janeiro, of the rhythm of the streets and capoeira of Salvador, of maracatu in Recife, as well as the typical flavors of the Amazon region. In the play, the protagonist is crowned by the affection, joy and hospitality of the Brazilian people, which captivate tourists from the United States. 

The American market is the second largest source of international tourists to Brazil. In 2023, the country sent 668,478 visitors to Brazilian destinations. The number is more than 50% higher than in 2022, when 441 thousand US tourists visited Brazil. 

With the theme “It’s spectacular. It's for you” (It's spetacular! It's for you!, in English), Embratur's campaign reinforces the position of promoting diversity, sustainability and afrotourism in national destinations.

“Brazil has an ideal experience and destination for each tourist profile. Our advertising campaign for the United States in 2024 makes considerable progress in audience and message segmentation, with results monitoring and calibration in real time. With creative pieces that excite, generate curiosity and interest, we are showing what Brazil has to offer: the strength of our Afro-Brazilian culture, our rich and diverse nature, our dynamic cities and unparalleled gastronomy”, stated the president from Embratur, Marcelo Freixo.

The campaign uses a common language on digital platforms, mainly in the tourism segment. The film was built based on the concept of experience, inspired by the act of experiencing each place, where the tourist shows her journey through destinations such as Rio de Janeiro, Manaus, Recife, Fernando de Noronha and Salvador. The pieces developed and the sequence of the films were specially designed to create a connection with the viewer, with versions of 15, 30 and 60 seconds.

The pieces are available on online platforms and social networks, in addition to a circuit of DOOHs in some of the main cities in the United States, such as New York, Miami, Los Angeles and Houston.

US – Brazil Connectivity
American visitors have a wide range of connections to Brazilian destinations, with 27 direct routes connecting major US hubs to Brazil – among the most recent additions, LATAM Airlines began in August a new weekly operation between Los Angeles and São Paulo; the Delta Airlines flight from Atlanta to Rio de Janeiro is valid all year round; and American Airlines has committed to an increase in daily flights in Brazil next winter from Miami to São Paulo and Rio, in addition to a new seasonal operation from Dallas to the Marvelous City.

Flights originate in the cities of Atlanta, GA; Boston, MA; Chicago, Illinois; Dallas, Texas; Fort Lauderdale, Florida; Houston, Texas; Los Angeles, California; Miami, Florida; Newark, New Jersey; New York-JFK, NY; Orlando, Florida and Washington DC. The destinations are Belém, Belo Horizonte, Brasília, Campinas, Fortaleza, Manaus, Recife, Rio de Janeiro and São Paulo.

For the president of Sebrae, Décio Lima, the moment is extremely favorable. “We are celebrating the results of our economy with a Gross Domestic Product (GDP) that surprised all forecasts, inflation under control and record numbers of jobs, generated mainly by micro and small companies. In this context, the resumption of the tourism industry opens up positive prospects for the entire sector, from small inns and restaurants to artisans. Sebrae and Embratur are partners in this endeavor to strengthen activity in Brazil”, he adds.

Source: Embratur.

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