Monthly Archives

October 2018

China Tourism Night

China’s National Tourist Office partners with Sherlock Communications to promote event in Latin America for the first time

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A night of dancing, music, and food brought together tourism representatives of two of the world’s largest nations – China and Brazil. The celebration held on Friday, October 19th, called “China Tourism Night 2018: The Charm of Yangtze River” made its Latin America debut. Over 32 people from the Chinese tourism delegation representing destinations along the Yangtze River met with top Brazilian agents and tour operators.

The Ministry of Culture and Tourism of the People’s Republic of China hosted the dinner at the Sheraton WTC in São Paulo and was organized by China’s National Tourist Office in New York and Sherlock Communications to celebrate the cultural and touristic attractions of both countries.

Ceremony gathered Brazilian and Chinese tourism agents to celebrate attractions from both countries

Several key authorities were present, and speeches emphasizing cooperation between Brazil and China marked the evening. “According to recent data from the World Tourism Organization, Chinese tourists’ expenditure abroad reached US$ 257.7 billion, which contributed greatly to tourism and the global economy,” said Zhang Xilong, deputy general director of the Bureau of International Exchange and Cooperation of Ministry of Culture and Tourism of China. “We hope to share with the Brazilian tourism industry the opportunities brought by the rapid development of China’s tourism industry”.

Alisson Braga de Andrade, general coordinator of Competitive and Market Intelligence at Embratur (Brazilian Tourism Institute), highlighted Brazil’s efforts to strengthen relations with China and boost tourism flow. Magda Nassar, president of Braztoa and vice president of Abav, emphasized the role of Brazilian operators in this growth, pointing out the commercialization of R$ 12.7 billion in tourism products in 2017. Orlando Lindório de Faria, Municipal Secretary of Tourism and Executive Secretary of the Mayor of São Paulo, emphasized the multiculturality of the city and the receptivity to the businesses and people of China.

The ceremony brought dance and music performances from both countries. China’s entertainment was the Spring Chant, a traditional Chinese fan dance about Spring, and the Girls of Buddha. Brazil boasted an acrobatic demonstration of Capoeira, an Afro-Brazilian martial art that combines dance and music, and a pocket show of Bossa Nova classics.

A raffle brought the night to life with typical gifts from each Chinese region including tea, a porcelain set, leather wallets, a traditional silk scarf, and even tickets for a cruise along the Yangtze River. The main prize was a last-generation Macbook Pro.

The event was covered by main trade outlets such as Brasilturis, HotelierNews, Panrotas, and Mercado & Eventos.

All images can be seen here. Credit: Thais Falcão.

CNTO Event - Hosts

CNTO Event - Dancers

CNTO Event - Girls Dancing

CNTO Event- Capoeira

Brasil.São Paulo. Noite do Turismo da China. Data: 19 de outubro de 2018. Local: Sheraton Hotel. Fotógrafa: Thaïs Falcão/Olho do Falcão.

tourism for brazillian

Marketing international tourism to Brazilians: the goldmine of opportunity

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It seems like everyone wants to visit Brazil on holiday, doesn’t it? The endless sandy beaches, the raucous parties of Carnival, the culture oozing from every crevice causes tourists to flock to the country in mind-boggling numbers. But what of Brazilian tourism internationally?

Brazilians seem to be travelling abroad more than ever, with a 14% increase in international trips between 2012-2015 (OECD) even in the midst of political upheaval. Travel seems to remain resolutely on the mindset of the Brazilians, no matter what!

The booming tourism may present a brilliant opening for your company in a strong Brazilian market. Read on as we outline five of the greatest assets that can be drawn upon to promote your business to potential new customers.

  • The vast urban population

Brazil’s metropolitan population should be seen as the jewel in the nation’s crown when assessing the business opportunities in the country, with the metropolis of São Paulo alone having a population of 21.5 million – dwarfing the population of nearly ¾ of the world’s countries alone.

The overall population of 210 million, spread across a vast patchwork of cultures and cities presents a varying range of approaches for success, however, knowledge of this diverse market is key to maximising results.

  • Global Cultural ties

As we touched on briefly before, the number of different cultures can be attributed to its growth from mass immigration. Large-scale historical immigration, especially from Italian and Japanese people (Brazil holds the largest cultural Japanese population outside Japan), provides some pretty neat information to remember when Brazilians are seeking out new and exciting destinations to explore.

  • Spend Spend Spend

A staggering $20 billion was spent by Brazilians on international tourism alone in 2015 (OECD), further proving the burgeoning middle class really love to put money into their dream holidays!

It’s certainly true the economic and political crises of recent years have put a dent in the reputation of the Brazilian economy, however, it has maintained the status of being the 8th largest economy globally and is growing yet again, so the future remains bright.

  • Brazilians adore social media

Social media engagement is particularly high within Brazil – 92% of internet users use at least one social media platform, and crucially spend an average of 3.8 hours daily (!) online.

There’s an appetite to travel internationally, and with the increasing trend travel and tourism ‘influencers’ and photography pages already whetting the appetites of many for exploration, new waves of travellers may be imminent.

  • A receptive market

It goes without saying that breaking into a new market is a challenge for any business, no matter the size or experience they have. This said the Brazilian market is often extremely receptive to foreign goods and services – likely a trickle-down effect of the very tolerant society as a result of the cultural patchwork mentioned previously.

Doing business in Brazil does not come without its challenges as with anywhere in the world, although adapting to these challenges can be extremely smooth when guided by those with specific market experience to negotiate certain Brazilian intricacies.

Challenges include a rather extensive amount of red tape to hurdle, coupled with high tax rates and infrastructure which needs improvement. The major political crisis appears to be mostly over at the moment, however, could throw up some unpredicted future events to cause some minor issues – however, Sherlock Communications is always on hand to provide expertise and friendly know-how.

Video Games | Sherlock Communications

When Video Games Become Work

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One of the pleasures and facilities that modern life has brought to us is being able to get home and conquer planets, battle aliens, play football with Cristiano Ronaldo or even compete against with a friend who is on another continent.

All this possible because of video games.

Already considered by many as the ‘tenth art’, the video gaming industry has influenced both the way new generations interact with each other within an education environment, through the gamification of education, and introduced new narratives for the filmmaking industry to utilise as production companies seek to build on the successes of video game franchises. In addition, the video game market is skyrocketing – data released recently by Newzoo show that in 2017, that Brazil had approximately 66.3 million players, with business share moving around something close to R$ 1.3 billion. These numbers make Brazil the 13th in the global ranking of consumption. By 2018, according to the same survey, there will be 75.7 million gamers who are expected to generate R$ 1.5 billion in revenue.

And this gaming market has traditionally been monopolized by established large video games companies such as Sony, Microsoft and Nintendo, however, in recent years, other big technology companies like Apple and Google have been rising in the rankings due to the gains of their respective app stores and games for smartphones.

These games enable game developers to act faster and more frequently because of low development costs. This cost depends on the size of the game, but some mid-sized games cost between U$ 60K and U$ 120 to be created. Not bad, considering Angry Birds alone brought Rovio, its developer, US$201 million revenue in 2017.

Those who cannot afford regular public relations services can now get in touch with social media influencers to advertise their new product, with YouTube and Twitch content creators becoming loudspeakers for game news.

But despite all the opportunities the video gaming sector presents, without a bespoke PR strategy and plan the benefits of advertising may never be realised, due to the vast size of this industry. A specific niche must be targeted to avoid being lost in the void.

So, what would be the most basic information the market should know about your company or game? Below we have a small guide on how to use all the fun, development and modernity of this billion-dollar gaming industry to excel and make the right PR choices.

  1. Assassin’s Creed: Origins

Begin at the start. Know your product. It seems a very logical thing, but this rule is not always followed. It sounds unprofessional if you cannot answer basic questions from gaming journalists because your experiences with the product or service are minimal. The Journalists will most likely lose interest at this point, as with any industry, when not enough publishable material is produced from their questions. This is no different in the video gaming sector.

And remember you do not have to be a hardcore gamer have a great retro collection at home to make a good PR for a gaming company. The cool thing about video games is that they are usually accessible – showing interest in them is easy and more than enough to get along in the area.

  1. Time Crisis

Many in the video gaming industry say embargoed press releases are rarely used, which is unlike many other markets where they may be seen as very normal. This culture has evolved because, over time, gaming news sites have grown with a collective philosophy to deliver news on their sites as fast as possible.

A PR always tries to meet the needs of journalists. But in this industry, time is critical. When certain news items have already been posted on competing for news sites, journalists will not call for your release. But unlike large-budget PR campaigns for console games, for example, the sheer volume of mobile games released worldwide has reduced the time scale, meaning that instead of advertising up to 18 months earlier, when in the early stages developers are not advised to make any announcements until they can demonstrate screenshots and viable demonstrations that the game is almost ready.

Embargoes, in general, can help on both situations. That last-minute release is very urgent and a restriction is out of the question? Maybe deals with specific journalists can be brokered with exclusive content provided, like interviews.

  1. Civilization

The gaming industry, like much of the entertainment area, is known for being relaxed and being open to communication which means there’s no need to be too formal – no sir or madam on your releases. What makes work really a delight is the very nice communication with other professionals in the industry but hold on with the excitement.

The gaming press may find humour in a very exaggerated formal email, but it is not welcome not welcome to appear too informal the first time you contact the media on the first time that you contact the media – you may not be taken seriously. So be friendly but show respect in your communication with the press. Keep it up and, who knows, after a while, you can say “hello my old friend” without it being strange.

  1. Life is Strange

Having a lot of success in a creative industry like games requires constant originality. Without new ideas or an unconventional approach, the market would stagnate. This principle applies to all game developers who need to keep their audiences enthusiastic, while publishers need to create new marketing techniques to make their games stand out in a crowded marketplace. But this should also apply to other participants in this industry; from HR managers to public relations specialists.

So, don’t bother with the3 annoying standard press releases that may have worked with other companies and companies. Take a risk and try ‘thinking outside the box’ for public relations tactics. Talk to a gaming journalist in the chat room of your favourite game, for example, or start a friendly discussion in a gaming forum. And if you do PR for a game developer – play a live stream of the game while answering questions from the press and fans; the possibilities are endless. As with many games, take a chance and you will be rewarded.

  1. World of Warcraft

While the gaming industry is giant, it can seem like a small universe from within where everyone knows everyone. This brings you many opportunities, you can easily extend your network if you know how to use your current contacts effectively. But do not forget that the news spreads very fast, both positively and negatively.

The virtual world is already a reality. And the digital marketing and PR agencies cannot in any way stay out of it. As it is said, the world of adventures awaits us.

Taboola at IAB

Wrong place, wrong time: what all brands should avoid

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The world-famous violinist Joshua Bell stood and played for 45 minutes in a Washington D.C. metro station in the winter of 2007. It was rush hour and thousands of people walked straight past. Only six stopped to listen, and he took home USD32. Two days before, he had sold out a concert at a theatre in Boston where the average ticket was sold for USD100.

“If you are not in the right place at the right time, you won’t succeed,” emphasized Rachel Zalta, the Creative Strategist at Taboola, the leading content discovery platform and a Sherlock Communications client. In her speech at Adtech & Data 2018, organized by IAB Brazil in September, Zalta used the Joshua Bell example to reinforce the importance of context for brands to reach their full potential.

There is a world of difference between playing in a renowned theatre in the city and playing in a subway station. As Joshua demonstrated, in terms of his ability to sell his work, the talent of the musician and quality of the music were secondary. When it comes to reputation, context is everything.

What would have happened if, instead, Joshua Bell had stood in front of the doors to the metro wagon? People would certainly notice him, but in one moment, he would go from a musician whose music you might appreciate, to a guy hindering your passage. That is what he would be remembered for – getting in your way. Nobody likes to feel intruded upon, and the lesson goes for brands as well. Encourage positive associations about what you are offering. And don’t be intrusive.

How human psychology can influence video viewing behaviour

Zalta’s valuable insights filled the ears and opened the eyes of the crowd of marketers present at the IAB event. She shared examples of how human psychology can influence video viewing behaviour. Brands are eagerly jumping on the video bandwagon and the majority increased their efforts in this area in 2018. But traditionally, they embed external videos. With this model, users have to click on the video and wait for the video to load – a small but significant barrier to engagement. Embedding videos may sacrifice the speed and reliability of online video formats, as well as discourage sequential viewing. To stay competitive, brands need to minimise these obstacles and risks.

Taboola’s in-feed video units offer an inherently non-interruptive environment, as they load quickly and are short and powerful. In line with the increasingly dynamic set-up of social networks, this allows users to view several videos as they scroll down the website, significantly improving engagement with brands.

Rachel Zalta also presented new internal data on consumer behaviours, based on information gathered from billions of content recommendations by Taboola in Brazil and the rest of the world.

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