Webinar on Incredible India! Campaign for the Brazilian Market

Webinar on Incredible India! Campaign for

the Brazilian Market

According to Tourism World Organization, Brazilians spent 30% more in 2011 (US$ 21.2 billion) as compared to 2010

(US$ 16.4 billion)

The Brazilian tourists spent more than US$ 6 billion travelling abroad during the first quarter of 2013.

In the world list of tourists that spend most money abroad, Brazilians jumped from 18 place to 11 place in 2011.

The most popular foreign destinations for Brazilians are US, Argentina, France, Portugal and Italy

( source: Euromonitor, March 2012) .

BRAZILIAN TOURISTS ON GLOBAL MAP

For an effective media planning on Incredible India campaign in the Brazilian Media

1) Who is the target audience and why?

2) What’s the way of reaching this audience?

3) What can we learn from successful media planning and campaign in Brazil by tourism boards of other countries?

4) Some suggestions on how to promote Indian tourist destinations in Brazil.

Which kind of Brazilians can India attract to its destinations?

What does Brazilian society looks like?

Source: Sparksheet, 2010

Who should be the target of Incredible India! campaign?

I. The main target should be men and women of more than 25 years of age from Classes A and B (source: Ibope)

II. Classes A and B have monthly family income from US$ 3,200 upwards (source:Fundação Getulio Vargas)

III. These two classes have the greatest power of consumption in Brazil (48% of the total national consumption)

Priority groups within Classes A & B

Four groups of people in Brazil who could be target for non-traditional destinations, like India:

Young Professionals Experienced Travelers Mature couples Sophisticated Families

(Source: Monitor and Grail Research an Analysis, 2012, research made for South African Tourism)

Young Professionals: Who are they? • Men and women of age 25 years and more

• They have average household income of R$ 106,000 (around US$ 53,000) p. a.

• They enjoy exploring new destinations and living like local people in other countries (cultural experience)

• They want to escape their high-stress, urban routine life

• They use online sources of information: social networking sites and online media (news and travel related sites)

• Average international travels in two years : 1.5

Experienced Travellers. Who are they?

• This group of Brazilians prefer to go to new “exotic” locations after having travelled to traditional destinations like the US and Europe

• Mostly middle-aged, these people travel for luxury as well as for cultural experience

• They have average household income of R$ 87,000 (around US$ 44,000) p.a

• Average international travels in 2 years : 6. 4

• They get their travel information from word of mouth information from other people in their social group, online media, specially travel-related websites, and travel agents.

Mature Couples. Who are they? Average age 39 years old

Average household income: R$ 104,000 (around US$ 50,000)

73% don’t have kids

They travel to relax and escape

Enjoy culture and shoppingAverage international travels : 1.8

Sophisticated Families. Who are they?

They have average 46 years old

84% live with their spouse

Average household income R$ 128,000 (US$ 64,000)

They travel to bond as a family, build memories together and relax

They like their trip to be well organized

Average international travels : 3.7

They use online sources for information

How do we reach this target audience?

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BRAZILIAN MEDIA: A QUICK LOOK

There are no national newspapers in Brazil. Like US, the newspapers are city-based and city-centric

The main daily newspapers are Folha de S. Paulo and O Estado de S. Paulo (both published from Sao Paulo) and

O Globo (published from Rio de Janeiro)

The most important weekly news magazines are Veja, Época and IstoÉ

The main TV channels are Globo, Record, SBT and

Bandeirantes

Mediums for campaigns• The most powerful media for tourism industry

in Brazil are INTERNET AND TV

• The Internet is the main source of information about tourist destinations

• TV still rules the media. TV commands 60% of the overall advertising budget in Brazil

• WHY ADVERTISE ON INTERNET and TV?

Newspaper circulation as well as their revenue are falling.

Television is still the number one in advertisement investments in Brazil.

Internet penetration and advertising is growing very fast and attracting publicity campaigns at fastest pace when compared to newspapers, magazines, radio and Cable TV (source US Media Consulting, April 2013)

Social Media scene in Brazil

Source: Sparksheet, 2012

Brazil: The Social Media Capital of the world

More than 50% Brazilians use the Internet

Brazil has the second biggest number of users of Social Media in the world after the United States : 74 million in a population of 194 millions (source: ComScore, May 2013)

FACEBOOK, YOUTUBE, TWITTERFACEBOOK: The number of users of this network in

Brazil almost doubled in just one year . It jumped from 35 million in 2011 to 65 million in 2012. Of all Brazilian

internet users, more than 82 % are on Facebook.

TWITTER: Brazil is in fifth place in the number of users in the world

YOUTUBE: Brazil is the second market in the world (after US) for this video-watching website. Eight out of

10 Brazilians internet users watch videos on-line

SOCIAL MEDIA MANAGEMENT

In the social media: It is important to have an appropriate approach

to reach the target.

It is important to a social media agencie for optimize the money invested, create correct strategies, follow and manage the actions.

Social media campaign pricesCOST: An effective campaign in social media channels can cost between R$ 100,000 (around US$ 50,000) to

R$ 400,000 (around US$ 200,000).

PERIOD: the campaign can be spread over 1 to 3 months.

SOURCE: “Bites”, a social media consultancy that works for clients like Globo Television and Fiat .

The consultancy charges 20% of the total expenditure for planning the campaign, optimization and audit.

Social media management agency contact

Name of the company: BitesName of the Bites’s director: Manoel

FernandesContact:

manoelfernandes@bites.com.brTelephone 0055-11- 38145928

The Top Websites, TV channels and magazines that should be used for Incredible India campaign in Brazil

Two options for news website advertisement

UOL .com.br (Universo Online) news portal

And

Viajeaqui.com – travel news website

UOL (Universo Online ): LEADING NEWS PORTAL

• For 16 years, the country’s biggest news portal

• 7 out of 10 Brazilian internet users visit UOL ( source: Nelsen Net Ratings Home and Word, Feb 2013)

• Belongs to Folha da Manhã Group, which publish Folha de S. Paulo newspaper, the biggest in Brazil.

• It also has one travel channel: UOL VIAGENS (1.1 million unique visitors/month; and 11.8 million visited pages/month)

•

UOL USERS PROFILE

Users profile: 63% - between 20-49 years old

50% male, 50% female 58% - classes A and B.

UOL Rates

• The prices of ads in UOL depends of the size, position and on the hour of advertise exposition.

• Prices range from R$ 12,000 (around US$ 6,000) to R$ 250,000 (around US$ 125,000) per month for daily display (Figures for July 2013)

UOL CONTACT

UOL Publicity Director Andre Vinicius

Tel: 0055-11- 3038-8380avinicius@uolinc.com

UOL Business Executive Renato Carneiro

frcarneiro@uolinc.com Telephone: 0055- 11- 3092 6570 |

Mobile: 0055-11- 9 9844 0930 | Fax 0055- 11 2845 2218

VIAJEAQUI.com : The Biggest travel portal

Belongs to Abril Publishing House , the biggest in Latin America, that publishes also “Viagem e Turismo”magazine ( which means “Travel and

Tourism”).

Viajeaqui .com(which means “travel here”) is for 5 years the biggest Tourism portal in Brasil.

Its content includes all the contents of “Viagem e Turismo” Magazine,

Quatro Rodas Guide (the main road guide of Brazil) and National Geographic Brasil

Views per month: 6.5 million

Source: Google Analytics (may 2013)

Who are the users of Viajeaqui.com website

43% of the readers are men

57% are women

39%- Class A

52%- Class B

Rates details for Viajeaqui.com

Standard charge: R$ 118 (around US$ 60) per 1000 views.

Minimum pack: 650,000 views (10% of total views) . Cost: R$ 76,700 (around US$ 35,000).

Ideal pack: 1.6 million views (25% of total views). Cost: R$ 191,750 (around US$ 90,000).

Discount: Up to 40% for 1 to 3 months campaign

VIAJEAQUI.COM CONTACT

Mauricio Valadares OrtizBusiness Executive – Publicity

Abril Publishing House- Editora Abril Telefone/Fax: 11 3037-2864/3037-8984

Cel.: 99899-4604mortiz@abril.com.br

www.publiabril.com.br

TELEVISIONGLOBO- THE LEADING TELEVISION

CHANNEL IN BRAZIL

This TV channel covers almost 99% of the national territory, reaching 99.5%

of the population.

The tenth most popular program in

GLOBO Television has more viewers than

“American Idol”, the most popular program in

American television

GLOBO TV: Three Options for Incredible India!

• The marketing department of Globo Television prepared a study which shows some options of advertising simulations for the Target

• These simulations have good levels of average frequency, reach of media, coverage and impacts.

Globo TV: SCENARIO 1

• Periodicity: 15 days period, with 37 insertions of 30 seconds each one, in 15 different programs, morning, afternoon and night.

• Range capacity: São Paulo state. The total number of houses impacted by this campaign will be close to 17 million

• Target reach: More important is the number of houses that belong to the Target. This number is 7.6 million houses.

• Capacity of reach: 45.6% (which means that 45.6% of the total audience is going to watch the ads.

• Average frequency : 2.93 (which means that each person watches the ad 2.93 times. The best average frequency is from 2.5 upwards.

• Cost: R$ 505,000 (US$ 250,000).

Globo TV: SCENARIO 2 • Periodicity: One week period, 12 insertions in 8

programs, morning, and evening ( the peak hour). • Range capacity: São Paulo state.• Target reach: Total number of impacted houses that

belong to the target is 4.9 million. • Capacity of reach: The ads reach 38.5% of the

audience.• Average frequency: 2.13 (each viewer watches the

same ad 2.13 times. Remember: the best average frequency is from 2.50 upwards)

• Cost: R$ 527,000 (US$ 210,000)

Globo TV: SCENARIO 3 • Periodicity: 15 days, 22 insertions in 9 programs, morning

and late night. • Range capacity: It will reach all regions of Brazil. The total

audience is 97 million houses• Target Reach- The most important is the impacted houses

that belong to the target, which is 40.6 million • Capacity of reach: The ads reach 34.7% of the audience.• Average frequency: 2.36 (which means that each person

watch the same ad 2.36 times. The best average frequency is from 2.5 upwards

• Cost: R$ 1.2 million (around US$ 500,000)

GLOBO TV contact

Senior Executive: Rodrigo Jorge 0055- 11- 51124667 (phone)

51124032 (fax)Mobile: 0055-11- 975278298

Rodrigo.jorge@tvglobo.com.br

MAGAZINES

VEJA- the leading news weekly magazine

And

Viagem e Turismo – the leading travel magazine

VEJA Magazine: DescriptionLeading weekly news magazine in Brazil, second in the world (after Time) with

more than 1 million copies weekly.

• 10.4 million readers • Its distribution range covers 97% of the potential consumers cities in Brazil

71% of its readers belong to Classes A and B

• 64% of readers share the magazine with others

• 4.9% is the average number of times that each reader read or have a look in each copy

• 2.3 million followers on Twitter

• 1.5 million like Veja on Facebook

VEJA MAGAZINE: Rates

From R$ 142,000 (around US$ 70,000) for 1/3rd page to R$ 805,000 (around US$ 400,000) for second cover

plus page 3

VEJA Magazine contact

Responsible for PUBLICITY : Fábio Fernandes

Fabio.Fernandes@abril.com.br 0055-11- 30375157

VIAGEM E TURISMO MAGAZINE: DESCRIPTION• Circulation: 99,235 copies (average IVC November 2012), 228,804

readers

• Leader of the segment (tourism magazines and sites)

• 54% share of the market (“Viagem Mais” and “Go Outside” magazines have the rest)

• 6 times more circulation than the best competitor

• Readers: 82% are from classes A and B

• 63% of readers are between 25 to 49 years; 53% women(Source: Advertisment Departament of the magazine and site, January 2013)

Viagem e Turismo IPAD APP

Viagem e Turismo IPAD app 65% men

80% live in Southeast and South of Brazil (the richest regions of the country)

40% have family income of above RS$ 15,300 (US$ 7,000) per month

(Source: Reaserach by Abril Midia with users that downloaded the one free edition of Viagem e Turismo)

“Viagem e Turismo” magazine: rates

From R$ 34,000 (around US$ 17,000 )to

R$ 220,000 (around US$ 110,000)

January 2013 figures

“VIAGEM E TURISMO” Magazine

Contact: Mauricio Valadares Ortiz- Publicity Executive Abril Publishing House

Telephone/Fax: 0055- 11 - 3037-2864/3037-8984

Cel.: 0055- 11- 99899-4604mortiz@abril.com.br

www.publiabril.com.br

Two budget options for Incredible India! campaign in Brazilian media

Option I: With budget of US$ 100,000• The option here is advertise only on the Internet:

websites (news and travel-related sites) and social media.

• They reach the target audience and in a very affordable and efficient way.

• As said before, Internet is the best way to reach the Classes A and B in Brazil.

Option II: With budget of US$ 1 million

1) TV+Internet+Magazines: two campaigns in Globo television ( 15 days each, US$250,000 each, in São Paulo and Rio states). Secondly, advertise in a internet campaign ( US$ 250,000). Thirdly, advertise with the rest of US$ 250,000 in two leading magazines (Veja and Viagem e Turismo)

2) TV+Internet: two campaigns in Globo television ( 15 days each, US$250,000 each, in São Paulo and Rio states). Secondly, advertise with the other US$ 500,000 only in internet

3) Internet: a huge internet campaign, in social media and in websites

Lessons from a successful campaign: How a South Africa tourism campaign lured the

Brazilians

Brazilians discover South Africa• In 2012, the number of Brazilian tourists that

travelled to South Africa reached 78,000. It grew by 45% when compared to the 2011 figure

• In 2012, the Brazilian tourists jumped to ninth place (from eleventh in 2011) on the list of foreign tourists that visit South Africa.

South Africa’s Successful Campaign

• South African Tourism promoted its campaign on TELEVISION and INTERNET.

• Their ads showed Brazilians couples in South Africa talking about their experience there at a holiday spot. They used real tourists as models. Their reaction to the delights of South Africa was authentic.

• This campaign appealed to their target consumers: Classes A and B. The idea was to use ordinary people to show how accessible their destination is.

• South Africa worked with an international campaign in National Geographic Channel and CNN. The campaign has also made its online and social media debut with an extension on South African Tourism’s homepage, www.southafrica.net and on the social media sites.

How South Africa Targeted Brazil

• South Africa Tourism targeted 9 cities in Brazil: São Paulo, Rio de Janeiro, Belo Horizonte, Porto Alegre, Salvador, Recife, Fortaleza, Brasília and Curitiba.

• The target audience was made up of male and female, from 18 years onwards, residents of one of these cities, with household income from R$ 40,000 (US$ 20,000) a year.

• This segment represents 8.6 million people ( 4.5% of total population of 194 million)

Some Suggestions on how to begin the Incredible India journey in Brazil

Three Steps to promote India in Brazil

• Direct Flights: India and Brazil are connected by European airlines or Gulf carriers and South Africa airlines. A Brazil-India flight either by Air India or any other Indian company can attract more travellers to India. There are 11 flights weekly between Brasil and South Africa, and they are adding two more flights.

• Media coverage: India hardly gets any coverage in Brazilian magazines, newspapers or television. It’s important that India, especially its tourism, is reported in Brazilian media.

• Tourism office: São Paulo will have shortly an office of the South African Tourism. Indian Tourism should consider a similar step to open a gateway to India in Sao Paulo.

•

OBRIGADA! THANK YOU!

Florencia CostaJournalist and media advisor,

Sao Paulo, Brazil flomcosta@yahoo.com.br