Opinion

Brazil’s country branding has a long history of failure

Brazil visit and love us Embratur country branding
Brazil visit and love us Embratur country branding

Last month, the Brazilian tourism board (Embratur) unveiled its new branding campaign to attract foreign tourists to the country. “Brazil, visit and love us” became an instant case study of bad marketing—ranging from the unauthorized use of a font created by a French designer, to a shocking translation which turned the slogan into a sexual innuendo it wouldn’t carry in Portuguese.

This time around, Embratur decided to break with the tradition of writing the country’s name in its original, Portuguese spelling: Brasil. For experts—and voters alike—that is a problem and a disrespect to national symbols.

Former publicist Ricardo Freire

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