Case Study – Brazil Tourism & Today Show

 

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THE CHALLENGE

  • Articulate an activation opportunity between Brasil Tourism and a North American broadcast program for a special 1-year milestone show before 2016 Olympic Games
  • Include the president of Brazil Tourism as a spokesperson during the show, promoting not just Rio de Janeiro, as the host of the games, but the rest of the country
  • Assist the network to produce a show that highlights the best of Rio and Brazil

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PROCEDURES

  • We approached NBC and the Today Show
  • We met with top executives of the network to plan an onsite broadcast with one of the Today Show’s main anchors: Natalie Morales
  • We set up locations, provided a samba band and dancers and provided access to Maracana Stadium

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RESULTS

  • Interviews with our client, the president of Brazil Tourism featured on the Today Show
  • Additional segments on the MSNBC, CNBC, Golf Channel and other networks
  • Over USD$50 million in publicity value generated
  • Almost 100 million online and broadcast impressions

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