Embratur, which is the Brazilian Agency for International Tourism Promotion, has signed Penta Group to help position it in key overseas markets.

Penta will carry out research and strategy consulting to identify target audiences through statistical analysis. It will receive $315K for its work on behalf of Brand Brazil in ten major markets.

The US ranks as Brazil’s No. 2 tourist market, trailing Argentina.

Embratur is a major exhibitor at IMEX America 2023 in Las Vegas from Oct. 17-19. IMEX is the largest trade fair in the USA for the global event and incentive travel sector.

Penta has Lauren Morgan, partner-intelligence; Lauren Blake, VP-brand marketing; and Julie Decerega, director-strategy, working for the Brazilians.

The firm reports to Marcelo Ribeiro Freixo, CEO of Brazil’s Ministry of Tourism.

Washington-based Penta, which calls itself the “world’s first comprehensive stakeholder solutions firm," launched in September 2022 via the merger of six firms, including Hamilton Place Strategies and Ballast Research.

It is backed by Charlotte-based private equity firm Falfurrias Capital Partners, which was founded by Hugh McColl, former CEO of Bank of America, and Marc Owen, ex-CFO at BoA.