Rio De Janeiro Looks To UK Agencies To Build Global Investment Profile
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Rio De Janeiro Looks To UK Agencies To Build Global Investment Profile

The Brazilian city of Rio de Janeiro is aiming to use its status as the 2016 Olympics host city to showcase its appeal as an investment destination.

Arun Sudhaman

LONDON--The Brazilian city of Rio de Janeiro is aiming to use its status as the host city of the 2016 Olympics to showcase its appeal as an investment destination during this year’s Games in London.

Rio Negocios, the city’s investment promotion agency, has issued a tender to PR firms based in the UK, calling for support for a programme that encompasses the 2012 Olympics in London and a consequent roadshow across Europe.

According to the tender document, Rio Negocios wants to raise awareness of the business opportunities available in the city and state of Rio de Janeiro. It is expected to attract as much as $102bn between 2011 and 2013, including investments from such companies as GE, L’Oreal, Baker Hughes and EMC, marking a 70 percent increase on the period between 2010 and 2012.

In particular, Rio is hoping to position itself as a springboard for MNC expansion into South America, and make clear the commercial benefits that will arise out of the 2016 Olympics and other upcoming sporting events, including the 2014 FIFA World Cup. Billions of dollars are already invested in infrastructure projects, such as new energy plants, ports and refineries, and strong economic growth is expected over the next four years.

The campaign will centre on two elements. The first is Casa Brasil, Rio’s official presence at the London 2012 Olympic Games, which will be used for a series of B2B events targeting key industries: creative, life sciences, IT, infrastructure, energy and financial services. The second is a European roadshow in conjunction with Rio 2016 Olympic sponsors.

While the programme is taking place in Europe, Rio is aiming for international outreach. Target markets include the UK, France, Germany, the US, China, Japan and the Gulf.

The campaign is expected to run from July until September this year. It is understood that shortlisted agencies are expecting a decision soon, ahead of starting work next month.

Rio Negocios representatives did not respond to request for comment as this story went live.

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