Promoting the Brazil Brand

[Agency: Llorente & Cuenca]

Challenge: The 2014 FIFA World Cup and the 2016 Rio de Janeiro Olympics have given Brazil unique opportunities for international exposure. In the case of Latin America and the Iberian Peninsula, the challenge lay in showing that Brazil is much more than paradise beaches and Carnival. We needed to strengthen positioning and consolidate the image of the Brazil brand through the Brazilian Tourist Board (Embratur) in Argentina, Chile, Peru, Portugal and Spain.

Actions: Our strategy was three-pronged: 1) Use proactive messages to show unique attractions in each of the five Brazilian regions, with keywords being new emotions, diversity in a unique country and identification; 2) Make the Brazil brand visible in preliminary international events in 2011, the America Cup in Argentina and the Pan American Games in Mexico; 3) Use good will and the creation of ongoing groups in the five countries to strengthen ties among media, Brazilian embassies and Embratur representatives.

Results: From February through December 2011, the five markets showed up more than 1,720 times in the media—a record. Of that total, 1,385 were the product of proactive communications and 300 more based on our specific actions. More than 1.1 billion people were affected by Embratur’s messages. During 2011, about 2.3 million tourists from the five markets visited Brazil, up 11 percent from 2010. Of the 5.4 million total tourists to Brazil in 2011, about 42 percent were from the five target countries. Because of that success, Llorente & Cuenca (and partner Máquina da Notícia) were hired to target five more countries: Bolivia, Colombia, Mexico, Paraguay and Uruguay.