{"id":4266,"date":"2025-04-11T15:05:41","date_gmt":"2025-04-11T15:05:41","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=4266"},"modified":"2025-04-11T15:05:43","modified_gmt":"2025-04-11T15:05:43","slug":"fundacao-25-de-janeiro-sao-paulo-convention-visitors-bureau","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/fundacao-25-de-janeiro-sao-paulo-convention-visitors-bureau\/","title":{"rendered":"FUNDA\u00c7\u00c3O 25 DE JANEIRO &#8211; S\u00c3O PAULO CONVENTION &amp; VISITORS BUREAU"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        FUNDA\u00c7\u00c3O 25 DE JANEIRO &#8211; S\u00c3O PAULO CONVENTION &amp; VISITORS BUREAU                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/pin.png\"\r\n                                         alt=\"Pin\"\r\n                                         class=\"marker \"\r\n                                         style=\"left: 29.75%; top: 70.63%;\">\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/rino-partners\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        RINO &amp; PARTNERS                                        <span>S\u00e3o Paulo, Brazil<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/activation-event-experiential-marketing-case-studies\"><button class=\"custom-button\">Activation \/ Event \/ Experiential Marketing<\/button><\/a><a href=\"\/work\/advertising-case-studies\"><button class=\"custom-button\">Advertising<\/button><\/a><a href=\"\/work\/content-case-studies\"><button class=\"custom-button\">Content<\/button><\/a><a href=\"\/work\/creative-case-studies\"><button class=\"custom-button\">Creative<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/media-buying-planning-placement-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Media Buying \/ Planning \/ Placement<\/button><\/a><a href=\"\/work\/pr-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">PR<\/button><\/a><a href=\"\/work\/social-media-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Social Media<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        S\u00e3o Paulo for Everyone! Come to S\u00e3o Paulo<br>Initial Background for Better Understanding of the Report<br>Rino Publicidade is the agency selected by the Funda\u00e7\u00e3o 25 de Janeiro (S\u00e3o Paulo Convention &amp; Visitors Bureau) \u00a0since 2019 to plan and execute a campaign to attract more tourists to the state of S\u00e3o Paulo.<\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n<div class=\"work-video-wrap\" data-url=\"https:\/\/vimeo.com\/1020358718\/b45339b3bb\" onclick=\"openEmbedVideo(this)\">\r\n                    <div id=\"video-container\" style=\"position: relative; width: 100%; height: 100%; cursor: pointer;display:flex\">\r\n                        <img decoding=\"async\" id=\"video-thumbnail\" \r\n                            src=\"https:\/\/i.vimeocdn.com\/video\/1938911870-2001de844c6b344276e3be336d55584692219fbc3b34a9f9d826b3a225795b3d-d_1200x800?region=us\" \r\n                            alt=\"Video Thumbnail\" \r\n                            style=\"width: 100%; height: 100%; object-fit: cover;\">\r\n                        <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/yt-play-icon.svg\" alt=\"play-button\" class=\"play-button-yt\" \/>\r\n                    <\/div>\r\n                <\/div>\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">&#8220;S\u00e3o Paulo for Everyone&#8221;<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Based on the briefing received and the agency\u2019s analysis, it became clear that S\u00e3o Paulo is a state with an enormous variety of attractions, both for leisure and business tourism, with business tourism often fulfilling both roles. S\u00e3o Paulo offers beaches, mountains, countryside, themed festivals, museums, theaters, performance halls, event spaces, sports, skydiving, canoeing, gastronomy, shopping, and more\u2014there are attractions for all tastes and budgets.<br><br>With the theme &#8220;S\u00e3o Paulo for Everyone&#8221; and the call to action &#8220;Come to S\u00e3o Paulo&#8221;, the campaign highlighted this diversity, encompassing both the capital and the countryside as well as the coast attractions.<br><br>A robust media presence carried the campaign nationwide through broadcast open TV, cable TV, cinema, radio, magazines, airport billboards and video monitors, and the internet. The campaign also reached the tourism trade through targeted media outlets. A special, far-reaching project with CNN International broadcast the campaign across South America, North America, and the EMEA region.<br><br>The initial results could not have been more promising. The frequency of flights to S\u00e3o Paulo\u2019s main airports more than doubled. Hotels were at unprecedented occupancy levels, and the positive impact on restaurants, theaters, concert venues, and events was highly significant.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-69ef16d6a5e22-3092\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row\">\r\n                                            <div class=\"gallery-box cursor\"\r\n                             onclick=\"document.getElementById('galleryModal-gallery-69ef16d6a5e22-3092').style.display='block'; currentSlide(1, 'galleryModal-gallery-69ef16d6a5e22-3092')\">\r\n                                                            <img decoding=\"async\" src=\"https:\/\/i.vimeocdn.com\/video\/1939323782-9d20f06ba4e14022ace7c2cde0b3a68f8626c423583a8a5b33de33cc6cbbe42c-d_1200x800?region=us\"\r\n                                     alt=\"Gallery image 1\"\r\n                                     loading=\"lazy\"\r\n                                                                         sizes=\"(max-width: 600px) 100vw, 600px\" \/>\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/yt-play-icon.svg\"\r\n                                     alt=\"play-button\"\r\n                                     class=\"play-button-yt\" \/>\r\n                                                    <\/div>\r\n                                            <div class=\"gallery-box cursor\"\r\n                             onclick=\"document.getElementById('galleryModal-gallery-69ef16d6a5e22-3092').style.display='block'; currentSlide(2, 'galleryModal-gallery-69ef16d6a5e22-3092')\">\r\n                                                            <img decoding=\"async\" src=\"https:\/\/i.vimeocdn.com\/video\/1939323889-9e3a373a70073c10107b33ac6b78fc7c4d6117a82724b0936a6e93af6fce9868-d_1200x800?region=us\"\r\n                                     alt=\"Gallery image 2\"\r\n                                     loading=\"lazy\"\r\n                                                                         sizes=\"(max-width: 600px) 100vw, 600px\" \/>\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/yt-play-icon.svg\"\r\n                                     alt=\"play-button\"\r\n                                     class=\"play-button-yt\" \/>\r\n                                                    <\/div>\r\n                                    <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <div id=\"galleryModal-gallery-69ef16d6a5e22-3092\" class=\"image-gallery-modal\">\r\n            <button class=\"image-gallery-closeBtn cursor\"\r\n                    onclick=\"document.getElementById('galleryModal-gallery-69ef16d6a5e22-3092').style.display='none'\">\r\n\t\t\t\t<span class=\"flexCenter\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/blue-dot-shape.svg\"\r\n                         alt=\"blue icon\"\r\n                         loading=\"lazy\" \/>\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/close-icon.svg\"\r\n                         class=\"slider-close-icon position-absolute\"\r\n                         alt=\"close icon\"\r\n                         loading=\"lazy\" \/>\r\n\t\t\t\t<\/span>\r\n            <\/button>\r\n            <div class=\"image-gallery-modal-content\">\r\n                                    <div class=\"mySlides\">\r\n                                                    <iframe src=\"https:\/\/player.vimeo.com\/video\/1020708308?h=24796f9d7f\"\r\n                                    frameborder=\"0\"\r\n                                    allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\"\r\n                                    allowfullscreen\r\n                                    title=\"Modal video 1\"><\/iframe>\r\n                                            <\/div>\r\n                                    <div class=\"mySlides\">\r\n                                                    <iframe src=\"https:\/\/player.vimeo.com\/video\/1020708396?h=1693d2ed16\"\r\n                                    frameborder=\"0\"\r\n                                    allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\"\r\n                                    allowfullscreen\r\n                                    title=\"Modal video 2\"><\/iframe>\r\n                                            <\/div>\r\n                                <a class=\"prev-image-slide\"\r\n                   onclick=\"stopAllVideos('galleryModal-gallery-69ef16d6a5e22-3092'); plusSlides(-1, 'galleryModal-gallery-69ef16d6a5e22-3092')\">\r\n                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/arrow_right_alt.png\"\r\n                         alt=\"prev\"\r\n                         loading=\"lazy\" \/>\r\n                <\/a>\r\n                <a class=\"next-image-slide\"\r\n                   onclick=\"stopAllVideos('galleryModal-gallery-69ef16d6a5e22-3092'); plusSlides(1, 'galleryModal-gallery-69ef16d6a5e22-3092')\">\r\n                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/arrow_right_alt.png\"\r\n                         alt=\"next\"\r\n                         loading=\"lazy\" \/>\r\n                <\/a>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Impact of the Pandemic<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><br>However, the coronavirus pandemic began to emerge, escalated, and caused enormous losses across all tourism segments. Throughout this period, Funda\u00e7\u00e3o 25 de Janeiro remained steadfast in its support of the sector and in promoting the necessary safety measures and protocols.<br><br>When it seemed the pandemic was subsiding, with good prospects for a return to normalcy, it became important for the tourism trade to be well informed about the protocols to follow during the recovery. A campaign was developed with a series of three videos targeting the main tourism trade sectors: events, bars and restaurants, and hotels, each focusing on their specific characteristics and protocols. These videos were posted on the client\u2019s website and YouTube channel, with extensive promotion of the access links via tourism trade media outlets. A 30-second commercial, derived from these videos, was aired during the special Forum on Tourism Growth Recovery, produced by BandNews TV. However, the expectations were reversed as the pandemic resurged, preventing the campaign from continuing.<br>After this initial background, our report begins with the post-pandemic actions, specifically from the last quarter of 2021.<br><br>Finally, in October 2021, the campaign for the tourism trade was resumed, and in December, the general public campaign was relaunched through open TV, pay TV, newspapers, digital media, and out-of-home media (videos on monitors at major airports and a lounge at Congonhas Airport).<br><br>The campaign continued with varying intensity throughout the year, culminating in a magnificent lounge at Congonhas Airport in 2022, located in a high-traffic area for all city arrivals. It showcased many attractions on totems and panels and a large LED screen, which, in addition to promoting the attractions, displayed weekly event schedules.<br><br>In 2023, up until October, actions focused on media directed to the tourism trade. Starting in November, and running through February 2024, media campaigns targeting the general public were implemented, with broadcasts on the Bandeirantes TV Network, Bandnews FM Radio, Bandnews TV, Band digital media outlets, and CBN Radio Network.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">The Results<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">The results gradually returned, and have now surpassed pre-pandemic levels in terms of flight frequency, hotel occupancy, and business for restaurants, theaters, concert venues, and events.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. 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