The government of (Novo) plans to spend R$151 million on advertising in this year’s Budget, an increase in real terms (discounting inflation projected for 2024) of around 13% compared to the previous year, when R$128 million was forecast. .
The rise comes amid the electoral aspirations of the governor, who is running for President, and Zema’s candidate for his succession in the government of Minas Gerais.
Since 2019, when the current administration took over under budget constraints and spent less than R$10 million, this amount has been increasing.
The management states that the state is still one of the states that spends the least on advertising per capita in Brazil and highlights the results of the campaigns, such as having surpassed the R$400 billion mark in private investments attracted since January 2019.
“In 2024, after several years without campaigns to attract investments and tourism in Minas Gerais, we realized that this communication of public interest helped the Zema government to break records for attracting investments and a growth in tourism never seen before, boosting the economy and generating employment and income”, says the Secretary of Communication, Bernardo Santos.
The management’s idea is to allocate advertising to institutional campaigns and to attract investment. As (Tax Recovery Regime), the state is prohibited from contracting advertising for areas other than health, safety, education “and others of demonstrated public utility”.
The government states, however, that the rule provides for the removal of fences, including investments in advertising, as long as they are previously included in the recovery plan presented by the State, or are compensated by the reduction of other expenses.
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