Brazil promoted in NYC

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On Sunday, 7 November 2010, EMBRATUR, the Brazilian tourism board, promoted Brazil during the ING New York City Marathon through engaging out–of–home media experiences and print advertising.

The goal of the campaign was to promote the marathon in Rio de Janeiro and Brazil as a tourist destination to the thousands of participants in the event. Every year, the ING New York City Marathon features world–class professional athletes and attracts more than 2m local spectators and 315m worldwide television viewers. Created exclusively for the ING NYC Marathon, the " Brazil is calling you. Run in Rio in 2011. " ads promoted Brazil as an incredibly beautiful destination and the perect place for athletes to test their strength and endurance. " As Brazil prepares to host a large number of world–class sporting events, it's important we start by spreading the word to the world–class runners and fans, " said Mario Moyses, president of EMBRATUR. The Rio Marathon will be taking place on 17 July 2011 and will weave runners throughout the city streets and sandy beaches of Rio de Janeiro. Following is a list of efforts EMBRATUR executed during the New York race to increase anticipation for the Rio Marathon:– Promoters engaged with the crowd along the route touting the " Brazil is calling you. Run in Rio 2011" tagline– A plane with a giant banner flew over the marathon route– A print ad promoting the Rio marathon in June 2011 was featured in The New York Times special sectionThe " Brazil is calling you. Run in Rio in 2011" campaign is part of Embratur's international tourism campaign, " Brazil is calling you. " which launched in July 2010. The campaign consists of television spots, print ads, social media programs and more, with the objective of inviting the world to visit the country before it becomes the host of two major world sporting events. Both campaigns are part of the Ministry of Tourism and Embratur's strategy to increase international tourism in the country. The objective of the " Plano Aquarela 2020" – International Tourism Marketing plan, is a 300% growth of international tourism by doubling the number of foreign visitors throughout the next decade. About EMBRATUR The mission of the Brazilian Tourism Board, EMBRATUR, is to promote Brazil in the international market as a destination for travelers. The Brazilian Federal Government and EMBRATUR have implemented the Aquarela Plan which calls for generating consumer awareness about Brazil and attracting more tourists. The established target for the US sector is increasing the annual numbers for tourists entering the country to 9m, and attracting a total amount of $8bn in revenue by 2010. There are nine EMBRATUR offices globally including Lisbon (Portugal), Paris (France), London (UK), 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 Brasilia. For more information visit http://www. brasilnetwork. tur. br

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