Embratur, Brazil's tourism board, launched a video marketing campaign to entice international visitors as the country prepares to host the 2014 FIFA World Cup soccer tournament.
“We are confident that tourists will be well served and that the World Cup will be held to its fullest, bringing in economic returns,” Embratur President Flavio Dino said during an international media call on Tuesday to discuss the campaign as well as Brazil’s preparedness.
The new campaign, called “House,” was launched in the form of a video that invites tourists to feel at home in Brazil.
The video will be used primarily through digital marketing channels and targets the U.S., Argentina, Chile, Colombia, Mexico, Germany and the U.K.
Embratur is investing $20 million in the campaign, which will run through June 2014.
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.
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.