Brasília – In a bid to advertise Brazil as a travel destination abroad, the Brazilian Tourism Institute (Embratur) introduced this Thursday (5) its new visual identity and projects for new marketing campaigns to attract travelers to the country.
One of the actions is the Honorific Ambassador of Brazilian Tourism program. According to Embratur, Tourism Ambassadors will work completely free of charge. They will get picked on the basis of relevance in their own fields, and they’ll be given material to influence international travelers to visit Brazil. Former soccer player Ronaldinho Gaúcho and singer Amado Batista are among them, and were in attendance for the program launch ceremony.
Another project will target Southern Cone countries. The new administration at Embratur also switched focus to prioritize advertisement of Brazil’s natural resources and six biomes: the Amazon, Mata Atlântica, Pantanal, Pampa, Caatinga, and Cerrado. The Brasileiro, traga +5 project will focus on encouraging Brazilian expatriates to promote the country as a destination. Embratur has also revealed the Rei do Rolê campaign, a kind of reality show that’ll see a foreigner selected to visit various sites over a 30-day period.
Translated by Gabriel Pomerancblum