Brazil Journey Marketing campaign Generated Tens of millions in US Journey Bookings
Brazil’s 2021 tourism advert marketing campaign generated a $5.7 million enhance in bookings from U.S. vacationers, stated officers at Embratur, the nation’s company for worldwide tourism promotion.
Designed to strengthen public consciousness that Brazil is open to guests and not requires a visa for entry, the marketing campaign from November 2021 to April 2022 generated a 78 p.c year-over-year enhance for “Go to Brazil” searches, officers added.
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The marketing campaign utilized TV and web advertisements, on-line banners and outside media together with a digital Instances Sq. billboard.
The 1,673 tv insertions generated 14,601,639 impacts [a measurement used to estimate the number of times the pieces were viewed by the public]. Outside media included a million insertions which generated 38 million impacts, and web content material generated 52 million hits, 12 million video views and 127,000 clicks on the Go to Brasil web site.
“The US is the second-largest supply of vacationers to Brazil,” stated Silvio Nascimento, Embratur’s president. “So, it is a market that we all the time must carry on our radar. Within the coming weeks we must always launch one other marketing campaign for this viewers.”
The U.S. emerged as Brazil’s second vacationer supply market in pre-pandemic 2019. Practically 600,000 People visited Brazil that yr, second solely to the practically two million Argentinians who traveled to Brazil that yr. The nation hosted 2.1 million worldwide guests in 2020, a 66 p.c decline in worldwide vacationers in contrast with 2019. American guests fell from 590,520 in 2019 to 172,105 in 2020. Embratur has not but issued arrival figures for 2021.
Embratur’s advertisements highlighted Brazil’s major vacationer locations, together with the waterfalls of Foz do Iguaçu, the Northeast seashores and Brazilian gastronomy, tradition and hospitality. The marketing campaign additionally spotlighted actions taken by Brazil to maintain residents and guests protected throughout the Covid 19 pandemic, together with the adoption of well being safety protocols, and the creation of a “Accountable Tourism” seal, issued by the Ministry of Tourism.
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