Embratur Promotes World Cup Host Cities

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Embratur Promotes World Cup Host Cities

Videos show foreigners inviting fellow countrymen to visit the cities where their teams will play their first World Cup matches

Embratur Promotes World Cup Host Cities

Embratur (Brazilian Tourism Institute) launched 17 videos in 30 World Cup countries (all except Brazil and Iran) right after the Final Draw, which determined the group and cities in which each national team will play in the group stage of the tournament. The campaign, run on the Internet only, was developed with the help of a Google team that worked from Neogama/BBH on Friday, December 5, to launch the initiative.

To produce the Sorte Sua (Lucky You) campaign, the agency hired a native from each of the 12 countries considered strategic by Embratur: Argentina, Germany, Colombia, Chile, the U.S., France, the U.K., Italy, Japan, Mexico, Portugal and Uruguay.

Each narrator recorded 12 different scripts highlighting the attributes of Rio de Janeiro, São Paulo, Brasília, Belo Horizonte, Porto Alegre, Curitiba, Salvador, Recife, Fortaleza, Manaus, Natal and Cuiabá. With 144 options, Embratur put up on the Internet only the 12 that correspond to the cities in which national teams will be playing their first World Cup matches.

The videos showcasing the main spots of each city were combined with the respective audio according to the Final Draw. The foreigners talk about the cities’ attractions in Portuguese with an accent, with subtitles in their native languages. At the end, they speak in their own native languages to show that it is a fellow countryman that is recommending Brazil.

One of the commercials features images and attractions of all host cities and is run in the 18 other World Cup countries, except Iran, where online media is banned. The idea was to take advantage of the Final Draw, when the whole world was watching, to invite soccer fans from those countries to come to the cities where their national teams will be playing.


Check out some of the videos below:

German soccer fan – Salvador
French soccer fan – Porto Alegre
British soccer fan – Manaus