Case Study about EMBRATUR Brazil
Introduction: Leveraging the country’s natural beauty, and Carnival, which have both made Brazil internationally famous, EMBRATUR, the tourism authority for Brazil, sought to increase the number of American tourists visiting Brazil by 2010. The tourism board wants Brazil to be a strong contender in the consideration set for long-haul travel rather than a once-in-a-lifetime wish.
To increase American travelers’ knowledge of Brazil and its offerings, the team implemented various strategic themes to generate word of mouth and coverage in both traditional and digital media. Each supporting tactic for the agency’s Brazil efforts reflected an element of Brazilian culture, beaches, sport, business or ecotourism, as they are the board’s key communication tenants
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