Terraiá, Camarote no Carnaval, Terra Verão are some of what were announced at an event held in São Paulo
Terra presented its planning for 2025, bringing together partners, clients, communications professionals and agencies at an event held Rooftop Tomie Ohtake this Wednesday (13).
Next year, some of the projects already consolidated in 2024 will return, as is the case with Terraiá. In addition, UpFront presented projects for Carnival, the LGBTQIAP+ Parade and its new features: “Terra Creators powered by Lastlink”, Terra Verão and its Vida nos 30 profiles.
“2025 will be even more innovative for our business, we will enter the influencer market even more. Terra is a platform that has been on the market for 25 years, and we understand the movement of the influence market is having more and more repercussions. We create product profiles on social networks, native, that only exist on the platforms. My nest egg and Life in the 30” days and Cláudia Demase, Director of Terra & Vivo Ads.
Summer Earth: you on the move
At the beginning of the year, in January, Terra launches its project ‘Terra summer: you in movement’, which will take place over a weekend, at Parque Villa-Lobos, in São Paulo. The experience will offer yoga, capoeira, fitness, stretching classes, free physical assessment, among other activities. In addition, brands will offer gastronomic experiences and the day will end with a DJ set at sunset.
“Our first project already brings this 360° experience to brands. We are going to offer a super special weekend, a program in the biggest parks in São Paulo, based on health, well-being, sports, gastronomy and entertainment”, explains Michele Gonzaga, head of projects and communications at Terra.
Partnership with Camarote Brahma at Carnival 2025
In 2025, Terra will take over the biggest stage of Camarote Brahma, in addition to an exclusive space, Terra will activate brands and carry out broadcasts. At the event, some attractions have already been announced, such as Iza, Ferrugem, Diogo Nogueira, Jorge Aragão and other surprise attractions.
Land in Pride
In 2025, Terra will be the official commercial partner of the São Paulo LGBTQIAP+ Parade. The partnership with the event is already underway for the fourth consecutive year, and the vehicle will provide real-time coverage. The ‘Land in Pride’ project will also remain in force.
“Diversity is one of the subjects that we treat with great attention and care. In 2025, we will continue with the Terra no Orgulho project, an Always On initiative, where we seek to give a voice to the community, inspire people and bring good fluids for a better world. We are very happy to announce that, for the fourth consecutive year, we are official partners of the biggest parade in the world”, said the executive.
Terra Creators and influencer profiles
Terra announced its two exclusive profiles: @meupedemeia, to talk about financial education, and @vidanos30, which will address topics that permeate the 30s phase for women. Both had exclusive content and became their own channels. According to Cláudia Demase, the intention is to create a community specific to and of the profile, independent of the connection with Terra. Therefore, they do not include the name of the vehicle in their description.
Still thinking about establishing a presence in the influencer market, in partnership with Lastlink, the launch “Terra Creators powered by Lastlink” was announced. The platform specializes in sales of digital products, including mentoring, online courses, workshops, e-books and paid communities, with the idea of connecting digital content producers.
Amazon Voices Project
“Vozes Amazônicas” will be a training program for young professionals and local journalists, especially for coverage of COP30, the United Nations Conference on climate change, which will take place for the first time in Brazil. “As an indigenous woman, I am thrilled to see Terra leading this movement. We will be there covering this, but there is nothing more legitimate than covering this coverage with local people, empowering people who live that reality, who take care of our language personally and that is what we want to bring, a voice that has ownership for talk about this topic”, declared Michele Gonzaga
Terraiá
The Terraiá forró festival is a proprietary project of Terra. Created in 2024, it will have its second edition in São João next year. In 2025 the event will be held on the 14th and 15th of June, again in Salvador, at the Museum of Modern Art (MAM). The line up has not yet been announced.
Performance and Retail Solutions
Terra announces the offering of performance and retail solutions, positioning itself as a partner that can help brands achieve results through their shopping season, which includes major dates such as Consumer Month, Mother’s Day, Black Friday, Cyber Monday and Christmas.
“It’s not obvious to think about Terra when we think ‘I need a performance solution, I need a retail solution, to run a retail campaign’, but so, it’s very important to remember and say that today Terra has more of 70 million users who are interested and frequent online buyers. This is speaking from a macro aspect.” explains Michele, saying that Terra has research and data that can segment and maximize companies’ performance.
