EMBRATUR Promotes Rio Marathon at 2010 ING NYC Marathon

NEW YORK, Nov. 5, 2010 /PRNewswire/ -- On Sunday, November 7, EMBRATUR, the Brazilian tourism board, will promote Brazil during the ING New York City Marathon through engaging out-of-home media experiences and print advertising.

(Photo: http://photos.prnewswire.com/prnh/20101105/CG96273)

(Photo: http://www.newscom.com/cgi-bin/prnh/20101105/CG96273)

The goal of the campaign is to promote the marathon in Rio de Janeiro and Brazil as a tourist destination to the thousands of participants in Sunday's event. The ING New York City Marathon features world-class professional athletes and attracts more than two million local spectators and 315 million worldwide television viewers. Created exclusively for the ING NYC Marathon, the "Brazil is calling you. Run in Rio in 2011." ads promote Brazil as an incredibly beautiful destination and the perfect place for athletes to test their strength and endurance.

"As Brazil prepares to host a large number of world-class sporting events, it's important we start by spreading the word to the world-class runners and fans," said Mario Moyses, president of EMBRATUR.

The Rio Marathon will be taking place on July 17, 2011 and will weave runners throughout the city streets and sandy beaches of Rio de Janeiro. Following is a list of efforts EMBRATUR is executing during the New York race to increase anticipation for the Rio Marathon:

• Promoters will be engaging with the crowd along the route touting the "Brazil is calling you.  Run in Rio 2011." tagline
• A plane with a giant banner will be flying over the marathon route
• A print ad promoting the Rio marathon in June 2011 will be featured in The New York Times special section

The "Brazil is calling you. Run in Rio in 2011." campaign is part of Embratur's international tourism campaign, "Brazil is calling you." which launched in July 2010. The campaign consists of television spots, print ads, social media programs and more, with the objective of inviting the world to visit the country before it becomes the host of two major world sporting events.

Both campaigns are part of the Ministry of Tourism and Embratur's strategy to increase international tourism in the country. The objective of the "Plano Aquarela 2020" – International Tourism Marketing plan, is a 300 percent growth of international tourism by doubling the number of foreign visitors throughout the next decade.

About EMBRATUR

The mission of the Brazilian Tourism Board, EMBRATUR, is to promote Brazil in the international market as a destination for travelers. The Brazilian Federal Government and EMBRATUR have implemented the Aquarela Plan which calls for generating consumer awareness about Brazil and attracting more tourists.  The established target for the U.S. sector is increasing the annual numbers for tourists entering the country to 9 million, and attracting a total amount of $8 billion in revenue by 2010. There are nine EMBRATUR offices globally including Lisbon (Portugal), Paris (France), London (U.K.), Frankfurt (Germany), Madrid (Spain), Milan (Italy) and Tokyo (Japan).  There is also a Bureau for Tourism for Latin America, based at the EMBRATUR office, in the city of Brasilia. For more information visit http://www.brasilnetwork.tur.br and visit the Newsroom.

SOURCE EMBRATUR

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