The expansion of major tourism operators into the broadcasting sector marks a new stage in the competition for Brazilian consumer attention. Last Sunday, September 6, the premiere of the Show de Prêmios Hadassa Viagens program consolidated the official entry of the international travel sector into prime-time television entertainment. The program is hosted by businessman Garcia da Hadassa, CEO of Grupo Hadassa, and recorded significant audience by integrating tourism, prize distribution and presentation of global destinations in national broadcast.
The migration of the brand to open television involves structured investments and a high-frequency daily broadcast schedule. The format provides for insertions Monday to Friday, from 12:10 to 12:40, and weekend showings, from 3:00 to 3:30 PM, reaching millions of households across the country.
The program's business model relies on prize campaigns that include electric vehicles, high-tech products and packages for international destinations. This strategy combines the attraction of tourism with the popularity of prize programs, seeking to consolidate the brand in the Brazilian market.
