This summer, travel vlogger Sam Kolder collaborated with Embratur and Visit Brasil to create a visually stunning tour of South America’s largest gem: Brazil. #HappyByNature follows Kolder along the coast and over Rio de Janeiro as he describes what makes Brazil worth the trip. According to Walter Vasconcelos, Embratur’s Marketing & PR Director, the campaign has already captivated viewers from all over.
“The visual appeal [of] tourist destinations, and the happiness and friendliness of the Brazilian people are even more highlighted when [shown] in a video,” Vasconcelos told the Travel Video Awards. “The audience’s mouth can water [when they see] a traditional dish, or even, they may feel like they’re basking in the sun on a Brazilian beach. Such sensations turn into the desire of coming and experiencing everything from up close.”
The #HappybyNature experience provides viewers with a detailed, more personal look at all Brazil has to offer, and Vasconcelos gave us a glimpse at how Kolder and Embratur’s missions go hand-in-hand.
So what was the approach and goal of the Sam Kolder “Happy By Nature” video? How does it interact with the larger Visit Brasil brand as a whole?
WV: “In all contents produced by Sam Kolder, the interaction between him and nature stands out. Based on this feature, we gathered two great attractions for the foreign audience – ecotourism and adventure – and the two most visited destinations – Rio de Janeiro and Buzios.
The language he uses as a filmmaker highlights interesting aspects to announce Brazil as a tourist destination. Thus, the idea here is to show Brazil through his eyes *[of]* a tourist, stressing not only the natural *[beauty]*, but mainly the happiness, charm*,* and friendliness of the Brazilian people.”
Who is the target audience for your digital content?
WV: “The 21-plus audience who are particularly interested in travel, ecotourism, family travel, couples travel, solo travel, sun and beach, nature, sports, vacation, culture, cruise travel, Tourism, summer…”