Brazil is the second most popular sun and beach destination in the world for North Americans, according to the Brazilian International Tourism Promotion Agency, Embratur.
Among the 2,000 US-Americans surveyed by the poll, 86% (8 out of 10) say they have already traveled to other countries, and 89% say they intend to travel internationally.
When the topic of travel refers to sun and beach destinations, Mexico (17%) leads the respondents’ preference, with Brazil in second position (7%) among foreign countries – the USA is cited by 9%.
The research was conducted with people aged 30 years and older from Washington, New York, Los Angeles, Dallas, and Houston, where Embratur’s campaign was disseminated. The margin of error in the total sample is 2.2 percentage points, with a confidence interval of 95%.
“Our campaign aimed to promote Brazil in one of the most important markets for our tourism. This research proves the assertiveness of Embratur’s actions and adds to other important data: only in OTA’s (Online Travel Agencies), our campaign generated an increase of US$3.7 million in trips of US-Americans to Brazil“, celebrates Embratur’s President, Silvio Nacimiento.
Another important fact about the enthusiasm of North Americans for Brazil is that of the 21% of travelers who said they had visited the country in the last five years, almost half (48%) intend to return in 2022.
The image they have of Brazil is positive for 64% of tourists and fair for 24%. Among those who saw Embratur’s campaign on tourism in Brazil, the country’s positive image rises to 85%, representing an increase of 21 percentage points.
In addition to the evident effect on the perception of Brazil as a possible destination for the next trip, the “Visit Brazil. A wow experience” brings practical results to move the economy.
It generated, for example, an increase of US$3.7 million in trips to Brazil from the United States – data computed only through online agencies. In addition, there were more than 3 million views of the campaign videos on Visit Brasil’s social networks and 44 million visits to the website.
On television, the piece registered 24 million impacts, a measure used to estimate how many times the public saw the pieces. There were 24 million impacts in outdoor media and another 80 million in internet content.
Between May and June, Embratur, in partnership with Sebrae, worked with the Brazil brand in five different places in terms of interest and culture: New York, Los Angeles, Dallas, Houston, and Washington.
“Visit Brazil. The wow experience” has occupied strategic panels in cities, such as the iconic Times Square in New York. But the actions also extended to pieces for open and closed TV, social networks, banners on websites specialized in tourism, branded content on portals, airlines, and press in general.
Easy to understand and common in the United States, the typically US-American interjections gave the campaign a relaxed and friendly tone.
In addition to “wow”, expressions such as “yummy”, “oooohhhh”, “yee-haw”, and “woo-hoo” were also present, with which the Agency worked on the particularities of Brazilian tourism (sun and beach, gastronomy, nature, and culture) and within the specificities of each public.
The survey commissioned by Embratur also addressed the language of the campaign. By assigning scores from 1 to 5, where 1 was “Not at all,” and 5 was “Very much,” the average scores of US-Americans were generally high and equal to or higher than 4.0. The highest average score was 4.3 for ease of understanding the pieces.
With information from Caribbean News