visitBerlin develops a range of marketing activities to heighten its profile in South America’s strongest economy.
Brazil is the most powerful economy in South America. At present, though, it is suffering from a recession fuelled by political scandals and falling prices for raw materials. With growth slowing, Brazilians are thinking twice about their holiday trips. Yet despite their restrained travel behaviour, it remains crucial to ensure our visibility in this market through such topics as Green Berlin and consolidate our niche presence, for example, in the luxury tourism sector.
As a result, we again designed a range of activities in 2016 in various forms and formats to secure our presence on the Brazilian market.
In addition to several product training workshops for travel agencies, held in cooperation with the FLOT tour operator and the Vienna Tourist Board, we also attended the Travelweek São Paolo by ILTM. Held in May, this fair attracted a total of approximately 1500 travel industry professionals. At our stand, organised jointly with the Czech Tourism Authority - CzechTourism, we could hold 60 pre-arranged meetings with travel professionals. In October, we then presented Germany’s capital city at the Destino Alemanha, a German National Tourist Board (GNTB) workshop held in Bel Horizonte, São Paolo and Rio de Janeiro. These presentations were followed by sales calls.
In editorial interviews and at press lunches in Joinville, São Paolo and Curitiba, we showcased Berlin as a Green City, a topic of great interest in Brazil, and presented the latest developments in luxury and lifestyle. At a blogger event in São Paolo on BERLIN 365/24 organised by visitBerlin, we used storytelling to unfold the exciting events in a day in Berlin.
With blogs such as Gastrolandia, Brazil ranks as one of the top blogger markets for Berlin. The numerous press trips arranged to Berlin, including a group trip with such leading media as Glamour Brazil, the Folha de São Paulo newspaper and Top View magazine, also generated considerable media coverage.
Promoting Meetings and Congresses in Berlin
Sales calls in Brazil prove their value as a productive marketing tool for Berlin
Despite the uncertain economic situation at present, Brazil’s interest in Berlin as an event and incentive destination remains strong. In a series of sales calls in February and autumn, we could not only consolidate existing customer contacts, but also awaken an interest in Germany’s capital city in many new clients. With the support of the visitBerlin Berlin Convention Office, various incentive events were held in Berlin in 2016.
For the first time, as part of our sales calls activities, we also attended ABROAD MICE for events clients, buyers and agencies, enabling us to meet face-to-face with over 50 clients.
Berlin at the LACTE 11 and Prêmio Caio in Brazil
The Latin American Corporate Travel & Event Experience (LACTE), organised by the ALAGEV association, is the largest meeting of industry events and corporate travel in Latin America. The Berlin Convention Office, which is also an ALAGEV member, attended LACTE 11 from 14 – 16 February 2016 to promote Berlin as an event and incentive destination. The Prêmio Caio is another important travel sector congress in Brazil. The visitBerlin Berlin Convention Office participated as a partner at the 2016 Prêmio Caio, held on 13 December in São Paulo. This event not only offers a forum for leading incentive agencies and corporate clients to meet, but also presents one of Brazil’s leading convention industry awards to outstanding incentive agencies. This event provided the visitBerlin Berlin Convention Office with an optimal opportunity to expand its network.