The Ministry for Tourism, through the Brazilian Tourism Company (Embratur), has prepared a series of activities to showcase, in South Africa, the natural and cultural diversity of Brazil, and also the tourist infrastructure of the 12 selected host cities for the 2014 World Cup. The Brazilian package includes cultural presentations, a sensorial tunnel in the Brazil House (Casa Brasil), and the new advertising campaign of Embratur and street promotions with the tourists who shall be visiting South Africa for the 2010 World Cup.
For the Brazilian Government, this is just the kickoff of the international drive to promote the country as a tourist destination in 2014. The actions shall begin as soon as the final whistle is blown at the World Cup in South Africa. “Embratur has an international tourist marketing plan up to 2020, which is the Aquarela Plan, inside which the 2014 World Cup and the 2016 Olympic Games are the highlights”, so explains the President of Embratur, Jeanine Pires.
Casa Brasil
The Brazil House, under the name "Casa Brasil - Brazil Sensational Experience", shall operate from 15 June to 11 July, in Johannesburg. The highlight of this dedicated space is a sensorial tunnel, baptized as “Brazil from North to South”, which shall welcome the visitors. This is a corridor of different feelings, showing, through sound and pictures, the sheer diversity of the culture and also of nature, in the different Brazilian regions.
The space has an area of twenty square meters and is divided into five large continuous screens, where the visitor may embark on a cinematographic trip through the geography and the culture of Brazil. There are regional maps, information about cultural habits and different physical types in the population, as well as data on the environmental biodiversity. On the wall opposite the great film, a range of different sounds show the diversity of our music, the sounds made by nature and the different Brazilian accents.
Brazil on the streets of Johannesburg
A special bus, the Sensational Bus, shall take music and dance presentations, as well as interactive games and a quiz with distribution of small gifts, to different parts of Johannesburg. The activities performed by Embratur shall be concentrated on the capital of South Africa, as this is the place where international tourists shall circulate on their trip to Africa. Apart from tourists, also the international press and other think tanks shall be passing through the city. For this reason, as well as the Brazil House and promotional activities in the streets, the Brazilian Ministry for Tourism shall be setting up a news agency during the World Cup in South Africa. Another activity is the new advertising campaign, to be launched at the end of the 2010 World Cup in South Africa.
The main highlight is a one-minute film, directed by Brazilian film director Fernando Meirelles. One-minute insertions shall be aired by international television stations which have been accredited to broadcast the matches of the World Cup in South Africa. Seventy countries should watch this production.
In addition to the film, at the end of the 2010 World Cup in South Africa, Embratur shall be launching the book Brazil of All Colors (Brasil de Todas as Cores); a hot site called Brazilian City Selection (Seleção Brasileira de Cidades), with tourist information about all host cities of the 2014 World Cup, in Spanish, English and Portuguese; videos shown on You Tube; advertisements aired on the media of 14 different countries (through magazines, hoardings and urban furniture).
General Information
Casa Brasil – Brazil Sensational Experience
Brazilian Tourism Company (Embratur)
From 15 June to 11 July 2010, in Johannesburg, South Africa
A hot site with pictures and general information about the Brazil House (Casa Brasil) may be visited at: www.braziltour.com/sensationalexperience.
highlights
04/05 | News
