Views on the World Cup in Brazil: Media

iStock 000007298729 SmallWhoever did not have the chance to experience The World Cup in Brazil has missed out. Tourists, journalists, staff, volunteers ended their cooperation with the will to return. The well-known Brazilian hospitality drew attention, but the organisation of the event also left a very positive image of Brazil in everyone’s minds. The country managed to play its role as host in an exceptional way.

With the aim of providing an integrated communication to carry information across  Brazil and support the global press coming to cover the World Cup, the Presidential Communication Office (Secom) decided to promote an operation never seen before in the history of the competition. They created the Open Media Centers (CAMs), which were spread across the 12 host cities and received more than 10,000 journalists from 84 different countries.

The CAMs have provided high-level working infrastructure for the media coverage of the event. The initiative included press conferences with official spokespersons, cultural events and visits to places of interest in each host city. This initiative allowed a diversified coverage for agencies, newspapers, radio and television stations.

Furthermore Secom offered to foreign journalists the chance to learn more about Rio de Janeiro and the Brazilian culture through free guided tours and tastings of local products. Workstations, wireless internet, radio booths, infrastructure for transmission of live footage and the support of a bilingual communication team were available for all media professionals.

According to research conducted by the Economic Research Institute Foundation (Fipe), 96.5% of international journalists would recommend a trip to Brazil. According to the Chief Minister of the Secom, Thomas Traumann, "the wave of pessimism that has invaded Brazil until May was absolutely reversed".

A telephone survey carried out by the Brazilian Institute of Public Opinion and Statistics (Ibope), showed that before the World Cup between 50% and 55% of the population supported the event in Brazil. At the end of the event, this rate was increased to 70% and before Brazil’s elimination from the World Cup, it came close to 80%.

"Thousands of articles about Brazil published by national and foreign press showed the world a country that goes far beyond football – from sustainability and innovation to economy, culture and social inclusion", explains Traumann.

According to Fipe's research, the international press evaluation of services was very positive. More than 98% approved the tourist attractions and 93.2% praised the ease of obtaining tourist visas to enter Brazil. Journalists also spoke highly of the private transport (91.2%) and the information provided to tourists (90.4%), with the exception of the lack of disclosure material in other languages.

The general infrastructure related items also received positive assessments. The airports were considered good or very good by 


Ricardo Demarchi & Lucas Lacombe – MEI Associate Directors, Recife, North East Brazil +55 81 3037 4488 


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