Brazil has launched an exhibition in Johannesburg to highlight its tourism attractions and its role as the host of the next World Cup in 2014.
“Casa Brazil – Sensational Brazil” was unveiled in the Sandton Convention Centre ahead of Brazil’s opening match against North Korea.
Based in an area of 2,900 m², the exhibition will be the main instrument of the Brazilian government during the World Cup in South Africa to promote the country as the next host of the competition. Highlights will include the unveiling of the official 2014 World Cup logo.
Tourism Minister Luiz Barretto said the World Cup would increase the number of foreign tourists from the current five million to eight million in 2014.
“It is the first kick to 2014 and the chance to make Brazil a great tourism destination,” he said.
Brazilians, South Africans and visitors from around the world attending the games are invited to Case Brazil – Sensational Brazil to learn more about the country.
(Luiz Baretto Minister of Tourism at the press conference)
The exhibition forms part of World Football House, a ground-breaking exhibition that provides each of the 32 countries participating in the World Cup with a dynamic platform to showcase their national brand identity and to celebrate their respective cultural and commercial assets.
In addition Case Brazil – Sensational Brazil has partnered up with World Sport Destination Expo to showcase the best of Brazil. This pioneering event will also take place at the Sandton Convention Centre, Johannesburg from 5-9 July 2010, the first global business exhibition of sport tourism opportunities.
Its main hall boasts exhibition space, auditoriums, meeting rooms and a dining area, covering three-quarters of an acre and leaving a remaining quarter of an acre that serves as an administrative and supports area as well as a 7,700 square-foot used as a welcome and registration centre.
(Football: an integral part of the Brazilian way of life)
Casa Brazil – Sensational Brazil features four major exhibitions, the product of partnerships with the federal government:
* North-South Tunnel through Brazil: A journey via the sights and sounds of Brazil, this exhibit aims to offer visitors a video experience of the sights and sounds of Brazil’s beaches, forests, cities, festivals, cultural events and of the joy of the Brazilian people. This is coordinated by the Ministry of Tourism/Embratur.
* Thematic Cubes: Art illuminating fashion and design, energy and technology and the tastes and talents within Brazil.
(Ricardo Terra Teixeira, President CBF, at Salvador stand with Lucicleide Nanscimento, Bahiatursa)
* Brazil’s World Cup History 1930-2006: Cups, images, official shirts and other various artifacts from the official collection of Confederação Brasileira de Futebol, the Brazilian football federation.
* Highlights of Brazilian Innovation: An entertainment hall will feature interactive digital games and platforms and real-time intelligence, among other innovations. One of the attractions will allow visitors to experience an interactive, three-dimensional virtual flight aboard a para-glider above Rio de Janeiro.
In addition to exhibit space, Case Brazil – Sensational Brazil will host a multipurpose room with auditorium seating for up to 300 people, a business lounge for roundtables, meetings and activities with investors, the Espaço Gourmet dining area for parties and tastings featuring Brazilian cuisine and the Bar Favela Chic offering water, coffee, and light snacks during hours of operation.
(Right: Graham Cooke, President, World Travel Awards, with Orlando Silva Junior, Brazil’s Minister of Sports)
As well as the permanent exhibitions, Casa Brazil will also host lectures, business presentations, meetings and social events organized by the federal government agencies participating in the project.
2014 Cup Logo Launch at Casa Brazil
On July 8, the Case Brazil – Sensational Brazil multipurpose room will host the Local Organizing Committee who will launch the 2014 World Cup logo. This will serve as the first official event of the 2014 World Cup.
Objectives and target audience
The fundamental objective of the promotional activities at Casa Brazil – Sensational Brazil during the South Africa World Cup is to leverage the brief period of concentrated media exposure and public attention globally. This opportunity will allow Brazil to showcase the full range of its cultural and natural diversity, profile as a major industrial manufacturer, producer of leading-edge technology and energy innovation, its contributions and achievements in sports and the stability of its economy and its democracy.
(Casa Brazil – Sensational Brazil)
Brazil will also launch its campaign to promote those tourist destinations that will host the 2014 World Cup. These cities include Belo Horizonte, Brasilia, Cuiaba, Curitiba, Fortaleza, Manaus, Natal, Porto Alegre, Recife, Rio de Janeiro, Salvador and Sao Paulo.
Host city exhibits
Each of the twelve host cities will have its own space in Case Brazil – Sensational Brazil to show the world its attractions, investment opportunities and plans for the 2014 World Cup. They will each have room to conduct activities in addition to participating in the Casa Brazil activities which feature cultural and culinary attractions, arts and crafts. Except for exclusive events promoted by the cities, admission for all activities will be free of charge.
Casa Brazil – Sensational Brazil
Sandton Convention Centre – Johannesburg
Maude Street Sandton 2196,
Johannesburg, South Africa
14 June to 11 July
Open daily 2-6pm to the public, except on days when the Brazilian team plays.
Open daily 7pm-midnight for guests invited to special events.