Launched by Brazil’s Tourism Board, Embratur, on October 22, 2013, the “House” video marketing campaign invites tourists to feel at home in Brazil. The video marketing campaign itself is aimed to entice international visitors as the country prepares to host the 2014 FIFA World Cup soccer tournament.
According President Flavio Dino during an international media call on Tuesday to discuss the campaign as well as Brazil’s preparedness, Brazil is confident that tourists will be well served and that the World Cup will be held to its fullest, bringing in economic returns. Embratur itse;f is investing $20 million in the campaign, which will run through June 2014.
Targeted to the U.S., Argentina, Chile, Colombia, Mexico, Germany and the U.K., video is used primarily through digital marketing channels. The U.S. is one of the most important markets for Brazil in the lead-up to the World Cup. The U.S. sent the second-highest number of requests for World Cup tickets during the recently concluded application period.
For the World Cup 2014, the most ticket requests came from the host country, Brazil, at 4.4 million; there were a total of 6.2 million requests worldwide. U.S. citizens logged 374,000 requests. Other countries that logged substantial requests include Argentina, Germany, Chile, England, Australia and Japan.