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The campaign is less about getting people to come to Brazil for the World Cup and more about raising awareness of the destination and culture outside of this summer’s games in an effort to attract tourists in the long term.
Brazil is launching a global tourism campaign that wants to build excitement for the World Cup as well as position the country as a destination outside of the games.
In a press call set up to launch the new campaign, Brazilian Minster of Tourism Vinicius Lages emphasized his goals of displaying the warmth of Brazilian people and attracting visitors after the games.
“We take celebrating very seriously here,” he exclaimed.
Lages is not expecting the games to significantly increase Brazil’s incoming visitors over the 6 million tourists it attracted in 2013, but rather change the profile of the visitors that arrive this year.
According to the minister, the goal of the campaign is to “teach tourists about Brazilian’s way of dancing, playing, and greeting each other.”
The ad will be broadcast on various channels in 113 countries and is expected to reach an ambitious 1.3 billion people.
The “Dance” campaign juxtaposes the movements of local Brazilian dancers with soccer players in an upbeat ad set against a series of diverse background images.
The “Encounters” video strives to convey the warmth of Brazilian locals while also positioning Brazil as a business and leisure destination.