Case Studies - Travel

 

Brazilian Tourist Board

Embratur

 

MARKET

United Kingdom

 

CAMPAIGN STRATEGY

World Travel Market 

Embratur creates the buzz once again, during the week of the World Travel Market when London hosts the #1 global travel industry event.

 

The Brazilian Tourist Board partnered with The Metro Network to promote Brazil as a top destination with their Sensational! campaign. The objective of the campaign was to raise awareness of Brazil, engage with and encourage Londoners to visit the www.visitbrasil.com website through:

 

High impact and targeted print ads in Metro UK

Street activation: 5,000 branded mini-balls hand-distributed at 3 of the most iconic and busiest London tube stations (Liverpool Street, Victoria & Waterloo)

B2B event: mini-balls were also used to liven up the Visit Brasil stand at the WTM

 

This targeted yet impactful campaign delivered 6.4 million impacts for Embratur.

 

 

 

METRO UK READERS & TRAVEL

 

82% of Metro UK readers feel no other publication covers travel better

61% read the Metro UK Escape section for travel ideas and inspiration

55% look at travel offers and competitions

 

 

 

MARKET

United Kingdom, Germany, France and Italy

 

CAMPAIGN STRATEGY

LONDON Olympics

Embratur, The Brazilian Tourism Board, took advantage of the Olympic atmosphere in London to create awareness of their European campaign, “The world meets in Brazil, Come celebrate life”. The Metro Network offered an ideal mix of in-paper and street marketing activity to reach a festive audience.

 

Firstly, ads were published in Metro’s Olympic Preview Guide, Metro UK and the Evening Standard. Then 10,000 branded mini footballs were distributed together with the Evening Standard in key underground stations. The combination ensured Embratur created a buzz amongst commuters and successfully engaged with their target audience.

 

The campaign was extended with a second wave in Metro’s Premium Network, Running half pages in Germany (Die Welt), France (Le Figaro) and Italy (La Repubblica).

 

 

 

 

 

MARKET

USA / New York

 

CAMPAIGN STRATEGY

NEW YORK 2013

With exactly one year to go until the start of the 2014 FIFAWorld Cup, Brazil launched their campaign in New York “The World Meets in Brazil. Come Celebrate Life in 2014 FIFA World Cup” 

 

To mark the occasion and promote the Brazilian Summer Stage taking place in Central Park, postcards were distributed by branded promoters in key areas of the city. On 20th August, the day tickets to the FIFA World Cup 2014 were released, Metro distributed 5,000 mini footballs in Times Square with a team of branded promoters and a professional footballer.

 

Together with in-paper activity, the campaign engaged with the audience and helped to build excitement and anticipation for two of the biggest sporting events in the world which are to be hosted by Brazil, the 2014 World Cup and the 2016 Olympics.