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 Embratur, the Brazilian Tourism Board, has started the second phase of its Brazil Sensational advertising campaign with a new layout for their website. For this phase online media investment has increased by more than 10% as compared to the campaigns' first phase and represents nearly 30% of the U.S. advertising budget of US$ 13 million.
Embratur President, Jeanine Pires, explains how the investments increase in digital media is based on key audiences increased use of the Internet as their sole source of information when booking travel packages, airfare and hotels.
"Our objective is to show the public Brazil in real time through mediums that are already a part of their daily routine, while taking advantage of the innumerable possibilities the Internet offers," Pires noted. "We want to make it easy for people to visit Brazil, but also encourage them to learn about all our country has to offer."
The digital phase of the campaign includes a social networking presence on sites such as Twitter, Facebook and Hi5. Additionally, Embratur created a YouTube channel with videos of Brazil and increased the country's sponsored Google presence. Embratur also notes the importance of traditional media Web sites such as CNN, The New York Times and Washington Post with presence in each.
"Not only does the Brazil Network provide information for the consumer, but it is also significant for business travelers, tour operators and travel agents," said Walter Vasconcelos, Embratur Director of Marketing. "The site provides agents with ample information, images and details, all of which help to excite potential travelers about Brazil."
As for the new Embratur site, new features include increased language options, promotion availability and high-resolution images and videos. The website is now available in seven language options: Portuguese of Portugal, Portuguese of Brazil, English of the US and England, Spanish, French, German and Italian.
Promotions, deals and exclusive travel services are available on the "Brazil Now," offering further reason to visit and seek the latest deals.
The new portal is also equipped with more than 6,000 high definition images and videos available for download. Logos and other promotional materials are offered as supporting materials for travel agents and tour operators as well.
Brazil Sensational, Embratur's international advertising campaign launched in September 2008 and is slated to run through June 2010, with a total investment of US$ 88 million. Beyond the digital media, the campaign also includes traditional print media, out-of-home components on buses and within airports, among others.
The advertising campaign aims to show potential travelers how to "live Brazil" through various experiences and sensations. Each component highlights contrasting experiences throughout Brazil with historical and modern attractions, adventure and food, culture and beach, events and the Amazon forest.
On the whole, Embratur says, this campaign works within the scope of their overall marketing campaign, The Aquarela Plan. which centers around five key segments: Sun and Beach, Ecotourism and Adventure, Culture, Sports and Business, Events and Incentives.
Embratur describes its mission as promoting Brazil in the international market as a destination for travelers. The Brazilian Federal Government together with Embratur have implemented the Aquarela Plan which calls for generating consumer awareness about Brazil and attracting more tourists.
The established target for the U.S. sector is increasing the annual numbers for tourists entering the country to 9 million, and attracting a total amount of US$ 8 billion in revenue by 2010.
There are nine Embratur offices globally including Lisbon (Portugal), Paris (France), London (U.K.), Frankfurt (Germany), Madrid (Spain), Milan (Italy) and Tokyo (Japan). There is also a Bureau for Tourism for Latin America, based at the Embratur office, in the city of Brasília.
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Embratur's new site: www.brasilnetwork.tur.br
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