Big news from Brazil today: The country has launched its new international advertising campaign, which was produced by the Ministry of Tourism through the Brazilian Tourism Board (Embratur) and premiers 30 days before the opening of the 2014 FIFA World Cup.
The campaign consists of the videos "Encounters" and "Dancing," both of which highlight the country's culture and its attractions.
The video "Encounters" focuses on the Brazilian people, as well as the natural beauty of the country and the cultural and culinary experiences that are available. The video includes a jingle from singer Ivete Sangalo that was recorded during the 2014 Carnaval in Salvador, Bahia and it is now presented with a new version.
The video titled "Dancing,” meanwhile, highlights the unique attractions of the country, focuses on promoting the lifestyle of the Brazilian people and their passion for football, music and (of course) dance.
"Brazil will be the setting of the biggest sporting event, with an expected 600,000 international visitors in our country and more than 26,300 million viewers across the world," said Vicente Neto (pictured right), president of Embratur. "This new campaign aims to show a small preview of what Brazil has to offer."
In a media call, Neto said that as host city for the 2016 Summer Olympics (and a host city for the World Cup), Rio de Janeiro has stepped up its development across multiple platforms, but that the infrastructure needs for the two sporting events are different and will be handled individually.
One significant improvement, he added, would be for safety and security, which he hopes will continue to improve long after the World Cup and Olympics have passed. "Safety will be our legacy," he said, "not only in the present for the Olympic Games, but expanded."
The campaign—which Embratur is estimating will reach 1.3 billion people—will be seen on television, the web, social networks and on public roads in 113 countries in the Americas, Europe and Asia.