Promotion for Brazilian shoes
A new advertising campaign set to encourage exports of shoes made in Brazil will hope to catch the eye of the world later this year.
The leading tag of the campaign will be "footwear made ‘of’ Brazil" with the idea to link products made in the country to positive elements in the nation’s culture.
A stylised shoe shaped to resemble the Brazilian flag will be used as an icon for the initiative, reated by PR agency SPR, based in the city of Novo Hamburgo, Rio Grande do Sul.
Explaining the spirit behind the campaign, SPR director Juliano Henneman said: "Brazil is a country that surpasses individualism, and life happens by means of relationships, the connections between people and their culture."
In the first half of 2008 Brazil shipped 89.4 million pairs to the foreign market, representing a decrease of two per cent over the same period in 2007.
It is hoped the campaign will reinvigorate export numbers and could also raise the country’s profile, strengthening the value of the Brazil real estate market.
