Press Releases

The Brazilian Tourist Board Selects Ogilvy PR/Chicago to Initiate U.S. Public Relations Campaign

PR Campaign is the First of its Kind for Brazil Tourist Board and Encourages Americans to Visit the Beautiful Country of Brazil

CHICAGO, October 2, 2007 – The Brazilian Tourist Board, EMBRATUR, has selected Ogilvy Public Relations Worldwide to launch and support a media relations campaign in the United States. Ogilvy PR will assist EMBRATUR in achieving its goal of increasing awareness and educating Americans about the history, culture, people and beauty of this wonderful country, therefore further establishing Brazil as one of the premiere travel destinations in the world.

"We are thrilled to have the opportunity to help Americans discover Brazil," said Mike Hatcliffe, managing director of Ogilvy PR/Chicago. "This is the first time EMBRATUR has conducted a Public Relations campaign in the United States. We look forward to the challenge of educating this untapped market about the exciting travel destinations and activities in this diverse country."

EMBRATUR selected Ogilvy PR/Chicago to develop proactive communications strategies that align with Brazil's current Tourist Marketing Strategy, Plano Aquarela (Watercolor Plan). Based on the Plano Aquarela, the five key attributes that will be promoted to the international market are Sun & Beach, Ecotourism, Culture, Sports and Business & Events.

"We have been working with Ogilvy PR on a project basis for the past two years and have been consistently impressed," said Jeanine Pires, President of EMBRATUR. "We are looking forward to extending and expanding our relationship with Ogilvy."

The Ogilvy PR/Chicago team led by Executive Vice President Sandra Saias and Senior Vice President and Group Director Moyra Knight will implement these elements into a campaign including key relationship building, event support, material development, interactive strategies, media relations and more. The team kicked off the program by supporting EMBRATUR at The America's Travel Industry Summit (La Cumbre) with key team members Senior Account Executive Jacqueline Kohlmann and Assistant Account Executive Liz Tjaden aiding in the execution.


The mission of the Brazilian Tourist Board, Embratur, is to promote Brazil in the international market as a destination for travelers. Brazilian President Luiz Inácio Lula da Silva has put a new tourism plan in place, 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 Brasília. For more information visit


About Ogilvy Public Relations Worldwide

Ogilvy Public Relations Worldwide (Ogilvy PR) is a leading global marketing communications firm, with offices in more than 60 cities around the world.  In its 26th year, Ogilvy PR provides strategic public relations counsel to a variety of clients across its consumer marketing, corporate, healthcare, technology, public affairs, social marketing and entertainment practices.  The agency also offers biotechnology and government affairs expertise through its subsidiaries Feinstein Kean Healthcare and Ogilvy Government Relations, respectively.  Ogilvy Public Relations Worldwide is part of the WPP Group, one of the world's largest communications services organizations (NASDAQ: WPPGY,  For more information, visit our Web site at

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Rachel Foltz

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