By Arun Sudhaman
BRASILIA: Brazil is reviewing its lucrative global tourism PR business as the country gears up for a critical phase in its efforts to attract more travelers.
Embratur, the country’s tourism authority, has called the pitch ahead of the 2014 FIFA World Cup and the 2016 Olympic Games, both events that Brazil will host.
It is understood that these events will swell a tourism PR budget that is already worth more than $1m. A spokesman at the UK Brazilian Tourist Office confirmed that the tender had already been issued, with agencies due to be selected “over the next few months.”
The business is currently split across the key markets that are under review. Ogilvy PR handles the UK, US and Portugal, while Cohn & Wolfe oversees South America, Spain, France and Italy. In Germany, Edelman handles the account.
The review has been called because of rules that apply to Brazilian Federal Government contracts. These can only last for four years, with a one-year renewal. The spokesman confirmed that the previous term is due to expire.