Mário Andrada Communications Executive Director, Rio 2016

Creative communications, campaigns and communities

Mario Andrada Communications Executive Director Rio 2016

Video

Strategic profile

• Transparency

• One voice

• Dialogue

• Proactive communication

• Digital voice

• Story telling

• Multi-media

• Similar measures for national and international media

Messages

• National Games

• Brazilian Games

• Sustainable management

• Memorable celebrations

• Sport and education

• Transformation of Rio

• Tangible legacy

• Equal benefits

Engagement

How to engage them…

What they

DO believe

• A beautiful spectacle

• Olympic values

• Catalyst for improvement

• Education and sustainability

• Brazil will be transformed by one event

• Brazil’s international image will be improved

What they

DON’T believe

Communication Tools

• US$29,500,000 for publicity campaign in Globo media, with 12 core actions: newspaper, TV, internet

• Rio 2016 nationwide: reinforcing coverage in popular newspapers, radio, TV programmes, websites

• Rio 2016 open door policy: visits by media, communities, schools, universities, NGOs

• Interaction: all digital platforms open for dialogue

• Helpdesk for general public (to be provided)

• Communities affected: programmes to engage this public in partnership with Municipal Government (EOM)

Engagement management plan

Core actions

Ceremonies

Educational Programme

Culture Programme

Volunteer Programme

Ticketing

Olympic and Paralympic Torch Relay

Mascots

Test Events

Licensing

Slogan

Official Song

Live Sites

Rio 2016

Media

Sponsors

Government

Ceremonies

Education Programme

Culture Programme

Volunteer Programme

Ticketing

Torch Relay

Mascot Launch

Test Events

Licensing Slogan

Official Song

Live Sites

Engagement generates

energy

Video: Programa de Voluntários

Video: Baiãofunk_Voluntários

Crisis Management

• Preparation of key

messages

• Crisis training

• Map of internal

communication

• Levels of action and

approval

• One voice

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