The Brazilian Tourism Board (Embratur) launched this week “The King of Rolê”, their newest international promotional campaign. The competition will encourage international visitors to compete to win a trip of a lifetime to Brazil, for 30 days, all expenses covered. “Rolê” is a Brazilian expression that loosely translates to “going for a fun walk.” Going for a “rolê” means to hang out, to make new friends and to enjoy life.

“We are launching an international online competition to choose an international visitor who will spend 30 days traveling around the country. This will include visiting destinations in all regions of Brazil and even meeting with President Jair Bolsonaro,” explains Embratur President Gilson Machado Neto. According to Mr. Neto, participants should send videos of up to 1 minute, explaining why they should be chosen to win a free 30 days trip to Brazil.

According to Embratur Director of Marketing and Public Relations, Osvaldo Matos, the “King of Rolê” will also become the star of his own reality show. An Embratur team will accompany the lucky winner to document and post the adventures on Visit Brasil’s social media channels.

“The traveler will be filmed from the moment they leave home in their native country. All episodes will be broadcast on social networks and will be available on the site created exclusively for the promotion,” says Mr. Matos.

According Embratur’s president, the campaign will have the support of Brazilian airlines and hotels. The goal is for the winner to be in Brazil during next year’s Carnival and take a tour of the events in Rio de Janeiro, Pernambuco, Bahia, and São Paulo.

The promotion is being advertised mainly in countries that have been granted visa waivers for entry into Brazil: the United States, Canada, Australia, and Japan. In Europe, the action will reach Portugal, Spain, Germany, Italy, and France, as well as Russia. In addition, the goal is also to attract visitors from the Southern Cone and Mercosur, such as Argentina, Chile, Paraguay, and Uruguay.

Register until 01/15/2020. More information, visit:

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