The Situation

The Brazilian Embassy in the Philippines was seeing a growing number of Brazilians visiting the country for work and leisure, but interest wasn’t flowing in the other direction. Filipinos had almost no awareness of Brazil beyond football and carnival. The embassy’s existing Facebook page handled consular affairs, leaving no channel dedicated to cultural engagement or tourism promotion.

Two barriers made the challenge harder than a typical tourism campaign. A one-way flight to Brazil could cost up to PHP 180,000 with a 30-hour travel time, pricing out casual interest. On top of that, pandemic-era travel anxiety was still shaping decisions. Brazil needed to build cultural familiarity first, before the travel conversation could even begin.

The Approach

Phase 1: Dedicated Page & Brand Identity Creation

Launched “Olá, We Are Brazil” as a standalone Facebook page, separating the cultural campaign from the Brazilian Embassy in the Philippines’ consular page. Designed a campaign-specific logo and visual identity with Facebook covers and monthly social card templates to give the page a consistent, editorial feel from day one.

Phase 2: Cultural Content Production at Volume

Produced approximately 20 social cards per month, each highlighting a different aspect of Brazilian life: food, festivals, personalities, cultural traditions, and notable places. Content was specifically angled for a Filipino audience, drawing parallels between the two cultures to create recognition and curiosity rather than distance.

Phase 3: Paid Media for Audience Building

Ran paid campaigns to build a base of engaged followers quickly, ensuring the content reached Filipinos with cultural and travel interests. The key message, “Brazil will be here when you’re ready,” addressed pandemic travel anxiety directly by framing the page as a place to learn and dream rather than a call to book.

The Results

• 5,000 Facebook page likes accumulated in just over two months
• 611,000+ Impressions generated across the campaign period
• ~20 Social cards produced per month covering culture, food, and festivals

Campaign Highlights:

• Standalone “Olá, We Are Brazil” page launched with custom logo and visual identity
• Content designed specifically for Filipino audiences, drawing cultural parallels between the two countries
• Monthly social cards featured food, personalities, notable places, holidays, and cultural traditions
• Creative formats included static images and animated GIFs for variety in the feed
• Pandemic-sensitive messaging (“Brazil will be here when you’re ready”) addressed travel anxiety without ignoring it

The Takeaway

When the destination is too expensive and too far for most of your audience, the campaign stops being about travel and starts being about culture. “Olá, We Are Brazil” worked because it gave Filipinos a reason to care about Brazil long before they could afford to visit.

Industry: Public Sector, Hospitality

Service: PR & Digital Campaigns

Solution: For Enterprise

Frequently Asked Questions

How do you build awareness for a country that most people can’t afford to visit?

Start with cultural familiarity, not travel conversion. When the cost and distance barriers are high, the goal is to make people care about the country first. Tourism follows cultural interest, not the other way around.

Why create a separate Facebook page instead of using the embassy’s existing one?

Embassy pages handle consular services: visas, advisories, official communications. Cultural content competes with that purpose and confuses the audience. A dedicated page lets the campaign build its own voice and community without diluting either channel.

What content format works best for country branding on social media?

High-volume visual content that covers culture broadly. Twenty social cards a month across food, festivals, people, and places builds a feed that feels like a window into daily life. Consistency and variety matter more than any single viral post.

How do you handle travel promotion during a pandemic?

Acknowledge the reality instead of pretending it doesn’t exist. “Brazil will be here when you’re ready” gave the audience permission to engage with the content without pressure. It built goodwill and familiarity that converts when travel conditions improve.