Initiative Miami masterminds major multi-market
campaign for Brazilian Tourism Agency (EMBRATUR)
On the eve of the opening of the London 2012 Olympics, President of Brazil, Dilma Rousseff, visited London on Thursday to launch the new tourism campaign for the promotion of the country worldwide. The campaign, named “The World Meets in Brazil. Come Celebrate Life” is collaboration between Artplan, Brazilian creative agency for Embratur, and Initiative Miami which is responsible for the media strategy and implementation of the campaign in Europe, North America and Latin America.
Initiative Miami’s media strategy has the aim of promoting the country with focus on the big sporting events Brazil will host in the next four years: the 2013 Confederations Cup, the 2014 FIFA World Cup and the 2016 Rio Olympic and Paralympic Games. Promoted by the Ministry of Tourism, through the Brazilian Tourism Agency (EMBRATUR), the strategy is to show Brazil as a country with unique culture that offers several different experiences to all visitors.
“Our goal with this campaign is to cross borders and show the world that Brazil is waiting… I am very happy to see the work of our Initiative Miami team unveil in London in the midst of the biggest event in the world, the 2012 Olympics. This is undoubtedly the best way to showcase the talent and dedication of our team,” said Henriette Gallo, Cross-Border Media Director at Initiative Miami.
The campaign kicked off in the U.K. this month with an aggressive out-of home placement, which includes 100 Brazil-branded taxis around the streets of London that offers passengers a sneak peak of all the wonders Brazil has to offer. In addition, Initiative’s work is showcased on several hundred bus stops, double-deck buses, and over ten thousand Brazilian soccer balls that will be given away through the streets of London. President of Brazil, Dilma Rousseff, announced the roll-out of the campaign on Thursday at the London Film Museum.
“We are extremely excited to participate in this campaign; it truly is an honor for the Initiative Miami family to see the President of Brazil announce the launch of the campaign and to have our media strategy in London being part of such an important worldwide event. Seeing Ms. Rousseff showcasing with pride the Brazil-branded taxis was quite a gratifying moment for our Miami team and is proof of the great job that is being done by the Initiative network worldwide,” said Pablo Rodriguez, President, LATAM, IPG Mediabrands.
The worldwide media campaign implemented by the Initiative Miami team is expected to reach over 1 billion (1,000 million) people around the world through an extensive variety of media channels to include TV commercials, magazines, social networks, websites, as well as billboards, electronic display boards, bus stops, among others.