Brazil capitalises on budding host-city status in tactical marketing drive

Flavio Dino: with branded London cabs
Flavio Dino: with branded London cabs

Brazil is tapping into the fervour around London 2012 by launching an international marketing campaign championing its hosting of the Olympics and the football World Cup.

The campaign urges consumers to 'Come Celebrate Life' with global marketing activity across TV, digital, print and outdoor media.

Brazil is hosting the 2014 Fifa World Cup and the Rio 2016 Olympic and Paralympic Games.

The campaign, created by the Brazilian ministry of tourism and Embratur, the Brazilian Tourist Board, uses the strapline, "The world meets in Brazil. Come celebrate life.

The marketing drive features outdoor ads across the bonnets and sides of London black cabs, as the Olympic torch tours the capital's streets.

The campaign aims to present Brazil to its international markets as a culturally unique country that offers diverse experiences for all visitors. An exhibition called 'Brazil at heart', will open at the Brazilian Embassy on Saturday (28 July) and run until the start of September.

Flávio Dino, president, Embratur, said: "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.

"With these events, we have a broad exposure which will attract new tourists and take Brazil to a new level of importance in global tourism".

The UK’s own tourism board, VisitBritain, has been running its own promotional campaign in the year's lead-up to the Olympic Games, first under the 'You're Invited' guise, and then in partnership with the Government under the 'Great' strapline.

Last month, VisitBritain revealed Boris Becker, Lennox Lewis and Colin Montgomery as the latest personalities to sign up to the campaign, capitalising on the UK's involvement with the Olympics.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer