Brazil's tourism ministry launched this global tourism campaign not just to build excitement and hype around the World Cup, but also to position the country as an exciting tourism destination long after the World Cup is done and dusted.
The campaign launch video begins with some words for the Brazilian Minister of Tourism Vinicius Lages. Lages says the ad campaign aims to "teach tourists about Brazilian’s way of dancing, playing, and greeting each other." He goes on to highlight everything that Brazil has to offer beyond the World Cup, such as natural beauty, cultural diversity, food, music, dance and the famous warmth and joy of the Brazilian people.
The video then goes on to show the two ads that make up the campaign. The 'Encounters' video highlights the joy and warmth on offer in Brazil, while the 'Dance' video juxtaposes the movements of Brazilian dancers with soccer players' moves.
The ads will be broadcast in 113 countries and are expected to reach over a billion people. They will also appear online.