Brazil has launched a new tourism campaign as part of preparations for when the country hosts the next World Cup in 2014.
The campaign was launched by Embratur, Brazil’s tourist board, at the end of the current tournament in South Africa and will run under the slogan “Brazil is calling you!”.
Using videos, graphic novels and social media, it is hoped the campaign, which goes live today, will reach as many as 400 million consumers in 100 different countries while $30 million is expected to be invested in the campaign by the end of the year.
The new marketing drive will see advertising on TV and in newspapers and magazines in 15 different countries while Brazilian destinations will be advertised in 12 countries.
A book entitled ‘Brasil de todas as cores’ (Brazil of all colours) will also focus on the five Brazilian regions containing the 12 host cities.
The programme is part of efforts to grow tourism to the country by 300% over the next decade. Brazil received 4.8 million internationa visitors in 2009, 172,643 of whom were from the UK.