Brazil’s new image campaign ‘Brasil com S’ on display in New York’s Times Square

Brazil’s tourist board Embratur unveiled its latest campaign, ‘Brasil com S’, at Times Square, an iconic location in New York, yesterday.

The campaign will continue to run on the colossal screen through August 6, with further online media exposure.

The concept of the campaign revolves around English words that describe Brazil, all beginning with the letter ‘S’.

The core slogan is “It’s Spectacular. It’s Brasil”.

Each part of the campaign features a new ‘S’ word that encapsulates the spirit of Brazil such as:

Sustainable,

Sunny,

Scrumptious, and

Sambalicious (a playful combination of Samba and Delicious – a common neologism in the US that signifies things that are positive, exciting, and inspiring).

The campaign also associates the ‘S’ curve with the winding courses of Brazilian rivers and the country’s picturesque landscapes.

A key feature of the campaign is the inclusion of the Iguaçu Falls.

The natural wonder, situated in western Paraná along the Argentine border, is showcased in a dual manner.

One 30-second video presents various tourist experiences available in Brazil, encompassing beach, nature, and urban settings.

In a second video, the world’s most extensive waterfall system is depicted within the broader context of Brazil’s main tourist sectors: culture; cuisine; sun and beach; and ecotourism.

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