In 2019, Brazil officially ended visa requirements for
travelers from the United States, Brazil's second main source market of
tourists. Embratur, the Brazilian Agency for International Tourism Promotion,
wanted to double the number of tourists in Brazil by 2023 and saw the end of
visa requirements as a way to achieve this goal.
However, we had some obstacles:
- Stagnation of the influx of foreign tourists to Brazil in
the last two years due to the COVID‐19 pandemic.
- Direct competition with tourist destinations that have
similar attractions to Brazil.
- Lack of knowledge of the target audience regarding other
tourist attractions offered in Brazil.
Once the U.S. reduced travel restrictions to
Brazil, Embratur began to plan a campaign to remind Americans the many ways
that Brazil is a very attractive destination, such as:
- Simple and easy: No visa required; no need to get additional
health insurance; and for the vaccinated, no need to quarantine.
- Safe: Brazil adopted major sanitary measures against COVID‐19;
it created strict guidelines and indicators from the Ministry of Tourism to help
tourists choose responsible establishments.
- Diverse: Destinations that allow the traveler to explore
different experiences in one place: nature, culture, gastronomy, well‐being,
beach and sun, adventure, among others.
- Practical and affordable: Extensive aerial network;
diversified hotel chain; favorable exchange rate for the target audience.
This campaign included TV and internet ads, online banners,
digital outdoor media, including a billboard in Times Square, as well as ads in
flights. In total, there were 17 outdoor media screens and 36,000 aircraft
screens, ads on four different TV channels and in 10 different online vehicles,
including social media channels, such as Facebook, TikTok and Instagram.
The TV ads generated 1,673 insertions and 14,601,639 impacts
– a measurement used to indicate an estimate of how many times the pieces were
viewed by the public. In outdoor media, there were one million insertions, with
more than 38 million impacts. The content on the internet registered more than
52 million hits, 12 million video views and more than 127 thousand clicks to
the Visit Brazil website.
More importantly, the campaign generated an increase of $5.7
million in bookings to Brazil from the United States. The results of the
campaign that ran between last November and April also show a 78% growth in
searches for “Visit Brazil,” compared to the same period last year.
We felt that we accomplished all the main objective of the
campaign, including reinforcing to the North American public that the country
is open for visitors, and it is no longer necessary to get a visa to enter
Brazil. In addition, the advertising pieces showcased the main tourist destinations,
such as the waterfalls of Foz do Iguaçu and the beaches of the Northeast, as
well as the experiences that visitors can have in Brazil, such as the richness
of the gastronomy, the culture and the hospitality of the Brazilian people.
Embratur also reinforced in the materials the actions taken
in the country to keep citizens and visitors safe from Covid‐19, including the
adoption of health security protocols, and the creation of the “Responsible
Tourism” seal, issued by the Ministry of Tourism.
About the author...
Silvio Nascimento is president of Embratur, the Brazilian Agency for
International Tourism Promotion.