President Bolsonaro to Promote “Brazil Week” to Improve Country’s Image Abroad

RIO DE JANEIRO, BRAZIL – After the progress of the Social Welfare reform in the Chamber, the Office of the President is planning a series of communication actions to stimulate patriotism and improve the image of the Bolsonaro government abroad.

The Special Secretary of Social Communication (SECOM) intends to promote extended commemorations on September 7th, encouraging businesses to offer discounts during what is called “Brazil Week”.

The main marketing activities will be a sort of Brazilian “Black Friday”, encouraging the retail trade to reduce the prices of products on the holiday — something similar to what happens in North American retail, with a tradition of promoting discounts on historic national holidays.

The hotel sector is another front, which should also offer promotions to stimulate domestic tourism.

The Planalto began organizing the Sete de Setembro (September 7th) parade in Brasília. This year, the government plans to spend up to R$1.2 million (US$300,000) for the ceremony at the Ministries Esplanade. Last year, the investment was R$817,000.

The concept of extending the commemorations was inspired by the United States Independence Day celebrations on July 4th. Two weeks ago, Bolsonaro was invited to the party at the U.S. Embassy in Brasília to commemorate the country’s Declaration of Independence. The SECOM team joined him.

The government additionally intends to use the visa waiver granted to four countries — Australia, Canada, Japan, and the United States — to promote Brazilian destinations. Embratur and the Ministry of Tourism are preparing a promotion campaign in the United States.

Embratur announced this week a new campaign to promote Brazil as a tourist destination abroad. The slogan is “Brazil, visit and love us”, together with a stylized national flag. The brand was developed by an Embratur internal team.

In March, at a breakfast meeting with journalists, Bolsonaro explained the reason for his replacement of ambassadors, saying they were not selling a positive image of Brazil abroad.

According to him, foreign media consistently referred to him as “racist, homophobic, and dictatorial“. On this front, the president wants to send his son, Congressman Eduardo Bolsonaro, to the embassy in Washington.

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