This teaching case describes how Mary Teles, a digital entrepreneur and creator of Vida Mochileira travel blog, faced the crisis caused by COVID-19 in 2020 and how the preventive measures of closing borders and restricting locomotion and traveling during the pandemic represented a challenge to the continuity of a business that produces content for travelers. This real case was developed with primary and secondary sources of information and is recommended for application at Marketing, Services Marketing, and Digital Marketing disciplines in undergraduate or postgraduate courses of Business Administration and Hospitality and Tourism, allowing the discussion of the theoretical concept of positioning in the context of social media, in the tourism sector.

Supplementary materials Appendixes for the case study, teaching notes with figures and suggested chart plan schema. Learning outcomes Students are expected to learn the use of networks for market growth; types of network connections; and ways to achieve international expansion through networks’ relations. Case overview/synopsis This teaching case describes the internationalization of an emerging country artist, the Brazilian singer Anitta, who seeks to expand her audience in foreign markets, while dealing with maintaining the public in her home country. Complexity academic level Recommended to International Business disciplines in specialization courses. Subject code CSS 5: International Business.

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