CHICAGO—The Brazilian Tourist Board, Embratur, has selected Ogilvy Public Relations Worldwide to launch and support a media relations campaign in the United States. Ogilvy PR will assist Embratur in achieving its goal of increasing awareness and educating Americans about the history, culture, people and beauty of the Latin American country, further establishing Brazil as one of the premiere travel destinations in the world.
Embratur selected Ogilvy PR/Chicago to develop proactive communications strategies that align with Brazil’s current tourist marketing strategy, Plano Aquarela (Watercolor Plan), which includes five key attributes that will be promoted to the international market: sun and beach, ecotourism, culture, sports and business and events.
“We have been working with Ogilvy PR on a project basis for the past two years and have been consistently impressed,” says Jeanine Pires, President of Embratur. “We are looking forward to extending and expanding our relationship with Ogilvy.”
An Ogilvy PR/Chicago team led by executive vice president Sandra Saias and senior vice president and group director Moyra Knight will implement these elements into a campaign including key relationship building, event support, material development, interactive strategies, media relations and more.
The team kicked off the program by supporting Embratur at The America’s Travel Industry Summit.