FUNDAÇÃO 25 DE JANEIRO – SÃO PAULO CONVENTION & VISITORS BUREAU

Based on the briefing received and the agency’s analysis, it became clear that São Paulo is a state with an enormous variety of attractions, both for leisure and business tourism, with business tourism often fulfilling both roles. São Paulo offers beaches, mountains, countryside, themed festivals, museums, theaters, performance halls, event spaces, sports, skydiving, canoeing, gastronomy, shopping, and more—there are attractions for all tastes and budgets.

With the theme “São Paulo for Everyone” and the call to action “Come to São Paulo”, the campaign highlighted this diversity, encompassing both the capital and the countryside as well as the coast attractions.

A robust media presence carried the campaign nationwide through broadcast open TV, cable TV, cinema, radio, magazines, airport billboards and video monitors, and the internet. The campaign also reached the tourism trade through targeted media outlets. A special, far-reaching project with CNN International broadcast the campaign across South America, North America, and the EMEA region.

The initial results could not have been more promising. The frequency of flights to São Paulo’s main airports more than doubled. Hotels were at unprecedented occupancy levels, and the positive impact on restaurants, theaters, concert venues, and events was highly significant.

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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.

However, the coronavirus pandemic began to emerge, escalated, and caused enormous losses across all tourism segments. Throughout this period, Fundação 25 de Janeiro remained steadfast in its support of the sector and in promoting the necessary safety measures and protocols.

When it seemed the pandemic was subsiding, with good prospects for a return to normalcy, it became important for the tourism trade to be well informed about the protocols to follow during the recovery. A campaign was developed with a series of three videos targeting the main tourism trade sectors: events, bars and restaurants, and hotels, each focusing on their specific characteristics and protocols. These videos were posted on the client’s website and YouTube channel, with extensive promotion of the access links via tourism trade media outlets. A 30-second commercial, derived from these videos, was aired during the special Forum on Tourism Growth Recovery, produced by BandNews TV. However, the expectations were reversed as the pandemic resurged, preventing the campaign from continuing.
After this initial background, our report begins with the post-pandemic actions, specifically from the last quarter of 2021.

Finally, in October 2021, the campaign for the tourism trade was resumed, and in December, the general public campaign was relaunched through open TV, pay TV, newspapers, digital media, and out-of-home media (videos on monitors at major airports and a lounge at Congonhas Airport).

The campaign continued with varying intensity throughout the year, culminating in a magnificent lounge at Congonhas Airport in 2022, located in a high-traffic area for all city arrivals. It showcased many attractions on totems and panels and a large LED screen, which, in addition to promoting the attractions, displayed weekly event schedules.

In 2023, up until October, actions focused on media directed to the tourism trade. Starting in November, and running through February 2024, media campaigns targeting the general public were implemented, with broadcasts on the Bandeirantes TV Network, Bandnews FM Radio, Bandnews TV, Band digital media outlets, and CBN Radio Network.

Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.

The results gradually returned, and have now surpassed pre-pandemic levels in terms of flight frequency, hotel occupancy, and business for restaurants, theaters, concert venues, and events.

Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.