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Brazil to Use World Cup to Promote Brazilian Goods in Germany

If 2005 was the Year of Brazil in France, 2006 will be Germany’s turn of receiving a series of activities directed towards promoting Brazilian products.

The Brazilian Export Promotion Agency (Apex) will take the opportunity of the World Cup, to take place between June and July, and carry ahead a strong promotional campaign at the world championship’s hosting country.

In all there will be 30 events, before and after the Cup, with the participation of 18 sectors. The idea is to associate the winning image Brazil has in football to its other products.

The campaign will have extensive propaganda and communication material and a slogan was created: "We do it different".

According to the Apex president, Juan Quirós, the idea is to say that Brazilian companies work with different solutions, diversity of products and competitive prices.

With the campaign, the Apex expects to call attention not only from the German consumer, but from all the world, given the international visibility of the World Cup.

"We are going to communicate to the rest of Europe and the world," said Quirós this morning during the launching of the campaign in São Paulo.

According to him, some US$ 9.5 million will be invested in the project and a return of US$ 420 million in business is expected. The participation of 800 national companies is already programmed, but in the Apex president’s evaluation the number may exceed the mark of 1000 companies.

Anba – www.anba.com.br

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