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VERDE LEGAL Opportunities for Sustainable Tourism in the State of Rio de Janeiro.

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1 VERDE LEGAL Opportunities for Sustainable Tourism in the State of Rio de Janeiro

2 PROFESSORS Peter Robertson, Jonathan Speier INTRODUCTION Jennifer Choi Paul Nakashima Ruby Sandher Runyu Sun Thomas Szelazak Terrah Brown Jenny Miller Amy Kung Kathleen Ripley Kelly Iwanabe Sarah Oesterle Pradit Ruppan Joshua Shake Leyla Sabet Junzhao Tu Brettany Shannon Lei Xu Marisa Alcaraz Glen Becerra Angelica Ayala Mohammed Jalloh Emily Baime Alyssa Newton USC STUDENTSO.I.T. STUDENTS Ayrton Violento Carlyle Falcao Diana Costa de Castro Gabriel de Sena Jardim Juliana Lohmann Maira Meyer Maria Fernanda Mungia Steyer Mariana Barbosa Nasser Mariana Rodrigues Priscilla Haack Rosane Soares Thais Costa da Silva

3 PRESENTATION OVERVIEW INTRODUCTION Sustainability Methodology GOVERNANCE Establishing a Collaborative Network Microfinance Opportunities TRANSPORTATION SUPPPORT SYSTEMS Healthcare Safety and Security MARKETING CONCLUSION ACKNOWLEDGEMENTS SOURCES


5 INTRODUCTION SUSTAINABILTY “The paths of human progress that meet the needs and aspirations of the present generation without compromising the ability of future generations to meet their needs.” - Rahman, 2002 Equity Economic CulturalEnvironmental

6 Sustainable tourism demands that the industry maintain an interest in the balance of: Environmental Protection Economic development Social-equity Cultural Preservation INTRODUCTION SUSTAINABILE TOURISM “Sustainable tourism development meets the needs of present tourists and host regions while protecting and enhancing opportunities for the future. It is envisaged as leading to management of all resources in such a way that economic, social, and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity, and life support systems.” (World Tourism Organization 1998)

7 INTRODUCTION METHODOLOGY TOURISM GROWTH Number of Tourists Income from Tourism PROMOTE/ FACILITATE Governance Coordinate Collaborate Transportation Support Systems Safety Health Marketing Social/ Educational Promotional CRITERIA/ PARAMETERS Sustainability Capital Investment $

8 INTRODUCTION METHODOLOGY Project considerations: Nine influential variables from Marlos Lima Simone Alves’ study on Prospective Tourism Scenarios for Rio 2025: Natural resources Epidemic diseases Economic and exchange stability Potentially contaminating activities Cultural resources Historical and cultural heritage Legal restrictions on direct investment and or foreign policy Effectiveness of spending on public safety Amount of protected land in municipal area

9 INTRODUCTION METHODOLOGY Six areas to address from the roundtable discussion with NEATH: Transportation Poverty/Social Inclusion Environment Safety Information (way-finding sineage) Evaluation of Benefits (Providing a link to sustainability) Additional methods: Personal experiences as a tourist in Rio de Janeiro Preparatory research FGV classroom presentations, panel discussions, and personal interactions

10 INTRODUCTION METHODOLOGY Abundance of natural resources Rich cultural diversity Diversity of tourist attractions Experience to major international events Hosted 1992 Rio Earth Summit where Agenda 21 was signed into implementation Attractive climate Hospitality Tour ministry at each level of government STRENGTHSWEAKNESSES Marketing Lack of multi-lingual information Lack of data collection (tourist sites, health care, crime, transportation use, informal economy) Public transportation/infrastructure Tourist access to health care facilities Lack of multi-sector collaboration International perception (City of God Effect) Lack of accountability Tourist safety and security Limited business incentives


12 Recommendation Establish a self-organizing and collaborative p rocess to enhance participation in tourism governance boards. “A broadly-based ownership of tourism policies can bring democratic empowerment and equity, operational advantages and an enhanced tourism product.” “Stakeholders should have opportunities to participate in decision-making that affect their interests” (Bramwell, et al., 2000)

13 Governance Board Objectives Inclusive collaboration of all sectors. Establish tourism priorities and plans. Propose solutions to common problems. Build capacity of human resources. Infrastructure and tourism service improvements. Register and identify tourism actors and opportunities. Ensure a diversity of tourist activities. Recommend and implement tourism legislation and policy. GOVERNANCE


15 GOVERNANCE MAIN CHALLENGES Tourism is fragmented in nature Institutionalizing collaboration Shifting from “me” to “us” mind-set Getting participation from all tourism stakeholders Conflicts among intergovernmental actors

16 Changing Organization Structures Structure of governance shifts Modern Era (Former Structure) - Competition - Prediction and control - Reductionism/ Fragmentation Post-Modern (Emerging Structure) - Open systems - Interconnected - Humanistic; Web of relationships - Self-organizing and self emergent - Democratic decision-making, collaborative - Ecological GOVERNANCE SHIFTING TO A COLLABORATIVE PROCESS

17 Structural Models Adaptive Organizing

18 Hotels Restaurants Tourism Agencies Informal Sector Government Entities Tourist Attractions Transportation Agencies Retail Shops and Malls Museums and Cultural Centers Media GOVERNANCE SHIFTING TO A COLLABORATIVE PROCESS Healthcare Industry Security & Law Enforcement Tourism Stakeholders

19  State government (Turis Rio) serves as a support system to assist in the development of and active board of governance. Provide Resources (Meeting space, education, guidance) Steps 1)Identifying and recruiting leaders in municipalities 2)State sponsored two-day educational retreat 3)Leaders educate and empower other stakeholders 4)Leaders and stakeholders form a Tourism Governance Board within each municipality 5)Municipal Governance Boards elect representatives for the Regional Governance Boards 6)Regional Governance Boards elect representatives for State Governance Boards A Grassroots Approach GOVERNANCE A COLLABORATIVE PROCESS

20 Step 1: Conduct outreach at local level to identify leaders within each targeted municipality Respected Not necessarily in position of power Opinions are valued by others due to respect, not position of power Well-known among peers in the business community Strong network Collaborative Dedicated to tourism development Urban vs. rural leadership GOVERNANCE A COLLABORATIVE PROCESS

21 Step 2: Provide a State-sponsored two-day educational retreat and training on sustainable tourism for all selected leaders. Motivate and empower self-organizing Get leaders “excited” about tourism Personalize the issue and economic incentives Benefits of collaboration Economic benefits of tourism Potential for tourism development Tourism development planning Business development services offered GOVERNANCE A COLLABORATIVE PROCESS

22 Step 3: Leaders return to municipality to educate other important stakeholders and develop a network of tourism stakeholders. Information and “excitement” disseminated through relationships and word of mouth. GOVERNANCE A COLLABORATIVE PROCESS

23 Step 4: Leaders and stakeholders establish a tourism governance board to make joint decisions on tourism development in the area. Interest-based incentives Clear agenda items Active board that regularly reports on progress Logistics determined by the leaders and participants (with guidance from TurisRio). Meetings held regularly GOVERNANCE A COLLABORATIVE PROCESS

24 Step 5: Implement institutional regionalization through 12 Regional Governance Boards Municipal Board of Governance selects representatives to serve on a Regional Board of Governance. Make joint decisions on regional improvements and coordination GOVERNANCE A COLLABORATIVE PROCESS

25 Step 6: Institute State-wide collaborative Governance Board Regional Board of Governance selects representatives to serve on the Regional Board of Governance. Make joint decisions on state improvements and coordination GOVERNANCE A COLLABORATIVE PROCESS

26 State Governance Board Municipal Governance Boards Regional Governance Boards GOVERNANCE A COLLABORATIVE PROCESS

27 Incentives to Participate on Governance Board Relationship-based connections Moving away from distrust in Government Having an equal voice in collaboration Personal connection to increasing tourism Economic growth Leveraging access to resources Increase personal connections and network Develop regional tour packages Market branding Support System to access tourism certification (Verde Legal)

28 Organizations as an interdependent system - ecological Every “cell” adds value to the larger system Operational in the common mission Responsiveness to stakeholders Collaborative GOVERNANCE BENEFITS OF COLLABORATION

29  Interaction – Brings together different perspectives and ensures continuity of programs and messaging  Knowledge - Connects people to the importance of tourism and shares information  Aligning Resources – Allows organizations to coordinate and leverage joint resources  Performance Assessment – Identifies areas of improvement in tourism sector, how individual impact the whole, and a common framework for success “Collaboration gives a competitive advantage by bringing together the knowledge, expertise, capital and other resources of several stakeholders.” (Kotler et al. 1993) GOVERNANCE BENEFITS OF COLLABORATION

30 GINI coefficient = 0.58 Microfinance has a low penetration rate (about 4%) – Over 25% in other Latin American countries Target small businesses and informal sector that serve tourists – Artisan and handicraft products – Rural farm and agricultural products Sistema S and MFI partnerships – Financial and business education, access to capital – SEBRAE Rocinha Empreendedora – 130 individuals Improve local tourism, job and income generation for local residents Institute local government, create/improve domestic lodging and create directory of local features to enhance tourism development GOVERNANCE INTEGRATION OF INFORMAL SECTOR

31 GOVERNANCE CASE STUDY State of Espírito Santo In 2004, the State of Espírito Santo implemented a tourism development plan emphasizing the use of collaboration, integration and decentralization. Established a State Council of Tourism with representatives from the public and private sector, professionals, civil society and non-governmental organizations. Developed collaboration activity at the municipal level, followed by a focus at the regional level. Planned and implemented sustainable tourism through increased regionalization. 50510152025Kilometers Regiões Turísticas - ES. N SEDETUR Rodrigues, Mariana. (2009) Tourism Development Strategy in the State of Espirito Santo. Presentation.

32 Regionalization: Tourist Itinerary Developed regional tourist packages and itineraries, leveraging attractions and resources Utilized joint marketing campaigns GOVERNANCE CASE STUDY

33 Results: Visiting Tourists State of Espírito Santo Annual Number of Tourist Visiting ES  35% total increase in annual number of tourists from 2005 to 2008 GOVERNANCE CASE STUDY

34 Results: Tourist Spending State of Espírito Santo 78,74 45,74 38,58 31,08 2005.2006.2007.2008. Tourist Individual Daily Spending (R$)  On average, tourists spent 104% more daily from 2005 to 2008 GOVERNANCE CASE STUDY


36 Potential in the City of Rio de Janeiro Build on pending and existing transportation plans Create a tourist-oriented I-bus program Implement Automated Vehicle Location (AVL) system Improve traffic signal system to increase traffic flow; synchronize signals and allow bus priority Integration of a bicycle culture; bike lanes, increase bike stations within the city Integration and restructuring of multiple bus service provider system Improve bus stop areas; create structures and platforms that are easy to identify Create a system where transfer tickets from bus to bus are distributed which would save time and improve traveler efficiency

37 TRANSPORTATION Future Metro Plan in place Expansion of Line 1 to Ipanema Construction of line 3 to connect the cities of São Gonçalo and Niterói to Rio Construction of line 4 to connect Botafogo to Barra da Tijuca and Jacarepagua Construction of line 6 to link Barra da Tijuca and Jacarepagua to International Airport

38 TRANSPORTATION Other Future Plans in Place Modernization of Airports Metro Area – Extend 260 km to connect the suburbs and downtown by carrying 450,000 passengers per day with 89 stations and a R$2.00 fare Interstate Plans – Construction of a high speed train connecting Sao Paulo and Rio

39 TRANSPORTATION Bicycle Infrastructrure Objective: – T o promote recreational cycling for tourists Components: – Create more bike lanes on major streets in the city and bike routes in the state – Expand automated bike rental system Automated computer terminals at bike stations – Create a virtual map of bike stations

40 TRANSPORTATION Bicycle Infrastructure Outcomes Increased recreational activities for tourists as complemented by the weather Improved accessibility to tourist sites Increased tourist transport supply Reduced traffic congestion Increased health benefits

41 Traffic Flow Improvements Objective: – Improve traffic flow in the downtown area and main arteries of the city to ease congestion Components: – Improve traffic light system through better synchronization schemes, clearer traffic signs and specific bus prioritization – Increase parking capacity and management around tourist sites, while making it readily available to the public to fulfill its usage – Create a public bus pass policy to encourage people to use public transport (discounts) – Implement carpool policy TRANSPORTATION

42 Traffic Flow Outcomes Easier accessibility to tourist sites Reduced congestion Safer roadways with pedestrian-first mentality Can potentially facilitate the bicycle infrastructure Could create opportunity for introducing Bus Rapid Transit system

43 TRANSPORTATION Tourist Intelligent Bus Objective: – Increasing tourist transport supply as well as improving tourist traffic service quality Components: – Aims to provide traffic service for travelers between tourist spots in the city – Citizens can also use the Tourist I-Bus for daily routine, creating sustainability in the event it isn’t utilized by tourists – Its route should link all main spots of the city enabling tourists to move from one spot to another with one ride – This means exchanging real-time information among buses, spots and control centers to realize a feasible management of fleets, by using the AVL system – Adjusting the spots’ crowding situation and travelers’ rational sight seeing schedule

44 TRANSPORTATION Tourist Intelligent Bus Outcomes Based on a research done on other cities, 92% of tourists think it is necessary to open Tourist I-Bus routes to connect the tourist sites The construction of Tourist I-Bus system in Rio where there is a shortage of urban railway systems could increase tourist transport supply as well as improve tourist traffic service quality The configuration of Tourist I-Bus route, and the structure frame for exchanging information between buses, tourist spots and control centers will create a more efficient system Expansion of Tourist I-Bus system to major tourist destinations at the state level

45 TRANSPORTATION Integration of Automatic Vehicle Location (AVL) System Objective: Centralized tracking system to improve transit quality and performance Components: – Installation of GPS / GIS systems in each bus – Monitoring buses’ situation to improve fleet management and operating schedule – Providing real time information on arrival forecast at bus stop – Locating vehicles to carry out bus priority signalizations – Low cost implementation

46 TRANSPORTATION AVL System Outcomes Reductions in traffic congestion Improvements in incident response times Mitigates long-term and special event-related increases in travel demand

47 TRANSPORTATION Bus System Integration Objective: – Implement a more efficient public transportation system Components: – Restructure governance of multiple bus operators, including small vans – Develop new trunk and feeder routing system with participation from all existing parties – Modernize bus related infrastructure, including transfer stations – Create unified fare and transfer system – Improve / Expand interconnectivity with State buses, Airports and Metro

48 TRANSPORTATION Bus System Integration Outcomes Fare integration and intra-bus transfers Ease of access, including comprehensive system maps specifically for tourists Increased ridership Travel time and cost savings Improved bus stop visibility Fleet maintenance and renewal

49 TRANSPORTATION Multilingual Taxi Program All taxi drivers are required to learn 23 sentences in English language The sentences cover 6 main aspects -greeting, help carry luggage, inquire destination, parking, taxi fee and say goodbye Language component becomes part of licensing renewal process

50 TRANSPORTATION CASE STUDIES Three Comphrensive Case Studies São Paulo Curitiba Santiago, Chile

51 Interligado: São Paulo Comprised of over 45 companies with 1000s of buses and cooperatives Transforming radial and dispersed system into integrated system BRT Lanes – Segregated busways (Expresso Tradentes) – Median bus-ways (Passa-Rapido) – Preferential bus lanes (Via Livre) TRANSPORTATION CASE STUDIES

52 Interligado: São Paulo Integrated terminals, stations, and bus stops Fleet renovation New concession contracts by areas Inclusion of informal operators Single fare and electronic system Control and user information systems

53 TRANSPORTATION CASE STUDIES Obstacles and Mitigatons in São Paulo Interagency coordination Opposition from van operators Incomplete user information Delays in infrastructure

54 RIT Curitiba: How it was Done Operations controlled by municipal company – Plans system – Defines routes, capacity and schedules – Regulates and controls system – Collects fares Operations contracted to 16 private operators Contracts rolled over through negotiation upon expiration Efficiency maintained by municipal oversight and inter- company comparisons TRANSPORTATION CASE STUDIES

55 RIT Curitiba: How it was done Revenues pooled and paid to contraced operators based on services provided Formula depenent on kilometers operated and the type of service and bus provided From these payments operators pay full operating costs and capital replacement costs, depending on age and type of bus Also produces profits for companies TRANSPORTATION CASE STUDIES

56 Transantiago: Santiago, Chile 200km of dedicated bus lanes Reorganization of bus routes Integration with city’s metro Satellite tracking system Restructuring turned over to private corporation Bus service cut back to poorer neighborhoods Reduced number of buses and stops Rollover implemented in one day

57 Transantiago: Santiago, Chile Metro system over-crowded from former bus riders Investors began negatively speculating on Transantiago forcing state-run metro to make $300 million in loans Now, new transport minister has renegotiated contracts System will still need long-term subsidies of up to $40 million per month TRANSPORTATION CASE STUDIES

58 Importance of Transportation to Tourism: The Barcelona Sustainable Tourism Model Significant emphasis put on infrastructure primarily on accessibility, transportation, and accommodation Investment focused on roads and transport in addition to coastal recovery and telecommunications, and continued after the Olympics Tourism increased directly and indirectly two-fold Hotel demand rose by 150% in the ten years following Employment growth in the services sector rose from 40% to 82% in 20 years Allowed attention to other services such as financial, health care, public administration and education TRANSPORTATION

59 SUPPORT SYSTEMS Healthcare & Public Safety and Security

60 Importance of Support Systems Healthcare and public safety & security need to be recognized as key stakeholders in sustainable tourism industry at local, state, and federal levels Proven by economist, Marlos Lima, to be major influences on sustainable tourism and the economy Currently, inadequacies in health and safety sectors deter tourists from visiting Brazil SUPPORT SYSTEMS


62 Healthcare Issues 1.Availability, efficiency and quality of tourist health information 2.Weak translation services 3.Inadequate access to health care facilities

63 Tourist Health Information Currently, tourists have difficulty obtaining information on: – Hospital Locations – Insurance Information – Vaccination requirements depending on location Lack of information leads to insecurity and misperception of the health system in the City of Rio de Janeiro, which can deter tourism. SUPPORT SYSTEMS HEALTHCARE

64 Tourist Health Information Hospital Locations –Tourists should be made aware of hospital locations Given on website Also increase signage throughout cities –Tourists should be aware of languages spoken at particular hospitals

65 SUPPORT SYSTEMS HEALTHCARE Tourist Health Information As of right now, the Single Health System (SUS) does not have to care for tourists outside of Emergencies (in which care may not be immediate) Private hospital have excellent medical facilities and immediate services Some hospitals may not take accept certain types of tourist insurance and have to pay out of pocket Tourists may not be reimbursed by their insurance company upon returning home Insurance Information Need transparency of accepted insurance coverage on hospital websites

66 Tourist Health Information Vaccinations – Information on which vaccinations are required for particular areas in Brazil For example, some students given vaccinations for yellow fever although it is not required in Rio de Janeiro or Sao Paulo Time frame: – Some vaccination need to be given two weeks in advance (e.g. Typhoid) – Lifetime/expiration of vaccinations SUPPORT SYSTEMS HEALTHCARE

67 Recommendation Expand tourism website to include: -Location of multi-language and accredited hospitals -Information on insurance accepted by hospitals -Vaccination information Link health information websites to main tourism websites Other information facets other than website: -Tourism information call center -Pamphlets at hotel -Tourism information center at the Airports Maximize information distribution from ANVISA (National Agency of Sanitary Surveillance) to tourists

68 SUPPORT SYSTEMS HEALTHCARE Translation Services Currently, multi-language services are not available at most hospitals. Lack of multi-language services create a barrier for the tourists to get access to the health services. Example of multi-language services model available at the hospitals. Clínica Galdino Campos at Copacabana

69 SUPPORT SYSTEMS HEALTHCARE Recommendation Centralized translation services center to increase efficiency – Available to all hospitals and clinics – Will staff for languages according to tourist demographics Increase language training for hospital staff Can outsource for languages not commonly spoken or during peak tourism seasons Childrens Hospital Los Angeles

70 SUPPORT SYSTEMS HEALTHCARE Tourist Access to Health Care Services Some countries do not have contracts for tourists to be treated at public Brazilian hospitals Also, some tourist health insurance coverage is not accepted at certain hospitals Tourists have the fear that if an accident occurs during their travel, they may not be cared for or if they are cared for, they may face financial ruin

71 SUPPORT SYSTEMS HEALTHCARE Recommendation Increase contracting with overseas insurance providers (private system) - Blue Cross Blue Shield Ministry of Tourism: Increase international agreements for health reciprocity (public system) Temporary tourist insurance packages available for purchase upon arrival in Rio de Janeiro


73 1.Lack of tourist safety information 2. Shortage of translation services 3. City environment is conducive to high crime rate SUPPORT SYSTEMS SAFETY & SECURITY SAFETY AND SECURITY ISSUES

74 Tourist Safety Information Tourists have misconception about safety in Rio de Janeiro due to negative media images Information exists about safety in Rio de Janeiro, but the information is difficult to find SUPPORT SYSTEMS SAFETY & SECURITY

75 Zoning Safe Areas – Tips on visiting particular sites Examples: – Avoid walking in certain areas (must go by taxi) - you can walk in Copacabana but you need to be alert in areas of Flamengo Increase awareness of current safety information – Phone number and locations of tourist police – Increase publicity of Rio Prefeitura website Recommendation SUPPORT SYSTEMS SAFETY & SECURITY


77 Translation Services There is a tourist police in Rio de Janeiro, but the police are not equipped to assist all tourists because of communication barriers SUPPORT SYSTEMS SAFETY & SECURITY

78 Recommendation Use Phraselators: Advanced language translators – Prerecorded phrases in multiple languages (224 languages available for use in Los Angeles City) – Increase foreign language proficiency: Language training classes

79 SUPPORT SYSTEMS SAFETY & SECURITY City Environment Many areas in the city are not maintained and have poor lighting which makes tourists feel unsafe and leaves them vulnerable Tourist police are on duty but there is little planning involved in their placement

80 SUPPORT SYSTEMS SAFETY & SECURITY Recommendations Increase city lighting – Motion-censored lights – Shown to decrease crime – Reduce deformation of city sites Broken Window Theory- James Q. Wilson – Public property damages increases apathy, which is correlated to increased crime rates – Destruction of infrastructure facilitates future crime

81 SUPPORT SYSTEMS SAFETY & SECURITY Recommendations (cont’d) Emergency Stands (University of Southern California Security Model)

82 Recommendations (cont’d) Strategic placement of police officers throughout city according to crime density -Model after CompStat, New York Police Department Community Policing Model SUPPORT SYSTEMS SAFETY & SECURITY


84 KEY CONCEPTS 1. Focus areas: Health, Transportation & Safety Resources for travelers Encourage participation and collaboration through marketing incentives Overcome negative perceptions about travel distance to Rio and safety concerns Continue to justify tourism as a primary focus for decision makers 2. What we’re marketing: 5 key areas of tourism (Mtur): Sun/Beach, Culture, Ecotourism, Sports, Business/Event 5 key destinations: Paraty, Rio, Petrópolis, Angra dos Reis, Búzios 3. Who we’re marketing to (5 languages): Portuguese (Brasil, Portugal) Spanish (Argentina, rest of Latin America, Spain) English (North America, United Kingdom) French (France) Japanese (Japan) MARKETING CONCEPTS

85 MARKETING & PROMOTION “Sensational Brasil Verde Legal” Campaign Internal - Raise awareness about environmental concerns and encourage collaboration and participation External – Increase tourism to Rio “We Are Carioca” Campaign Internal - Increase awareness of environmental, social, and cultural best practices to build excitement and increase excitement and participation in tourism External – Overcome limited perception of Rio CAMPAIGNS

86 CAMPAIGN PIECES Public Relations (No to Low Cost) Building Trust in Verde Legal Online Resources for media to earn free coverage Promote current Eco & Social Tourism Leveraging upcoming major events Social networking online Placement on independent travel sites Paid Marketing (Low to Medium Cost) Maintaining to a 2.0 site Sustainable adjustable print materials Informational Systems (Medium to High Cost) Signage Information Kiosks Centers Mobile communication MARKETING CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

87 Building Trust in Verde Legal MARKETING CASE STUDY Source: http://www.newzeala rk/ m New Zealand Qualmark CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

88 Building Trust in Verde Legal MARKETING CASE STUDY Source: http://www.newzeala rk/ m New Zealand Qualmark CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

89 Paris, France Source: MARKETING CASE STUDY Online Resources for Media CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

90 ANDA Brasil Source: MARKETING CASE STUDY Eco and Social Tourism CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

91 NY Times Travel Source: MARKETING CASE STUDY Earned Media Coverage CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

92 MARKETING CASE STUDY Source: 2010 FIFA World Cup South Africa Leveraging Major Events CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

93 Rio & Facebook MARKETING CASE STUDY Social Networking Online Source: CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

94 Independent Tourism Site l Planet Eye Rio Guide (regular feature) Source: MARKETING CASE STUDY CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”


96 New Zealand | Promotional Video Source: http://www.newzeala tional/ MARKETING CASE STUDY 2.0 Tourism Site CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

97 MARKETING CASE STUDY Source: 2.0 Tourism Site New Zealand | Travel Planner CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

98 MARKETING CASE STUDY New Zealand | 2.0 Add-Ons …ALL of these features are on the HOME PAGE 2.0 Tourism Site Source: CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

99 New Zealand | Transportation Source: MARKETING CASE STUDY 2.0 Tourism Site CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

100 New Zealand | Transportation Source: MARKETING CASE STUDY 2.0 Tourism Site CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

101 Source: Planet Eye Mapping Feature 2.0 Tourism Site MARKETING CASE STUDY CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

102 Planet Eye Travel Pack Source: 2.0 Tourism Site MARKETING CASE STUDY

103 Source: Customizable Brochure in 5 Languages Adjustable Print Materials Cover with History, Top Destinations, Translated Phrases, Map, Transportation, Health & Safety, About the Verde Legal Logo Special Inserts with focusing on types of tourists: eco, beach/sun, event, sport culture CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

104 MARKETING CASE STUDY Source: Postcards Adjustable Print Materials CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

105 Signage Source: Brettany Shannon CAMPAIGN “SENSATIONAL BRASIL – Verde Legal” MARKETING CASE STUDY Recycling Bins at Corcovado

106 The Lighthouse Scotland's Centre for Architecture, Design & the City Source: CAMPAIGN “SENSATIONAL BRASIL – Verde Legal” MARKETING CASE STUDY Signage

107 2008 Beijing Olympics Sources, clockwise from top:,, CAMPAIGN “SENSATIONAL BRASIL – Verde Legal” Information Kiosks MARKETING CASE STUDY

108 2008 Beijing Olympics Sources, clockwise from top:,, CAMPAIGN “SENSATIONAL BRASIL – Verde Legal” MARKETING CASE STUDY Mobile Media

109 2008 Beijing Olympics Sources, clockwise from top:,, CAMPAIGN “SENSATIONAL BRASIL – Verde Legal” MARKETING CASE STUDY Call Centers

110 CAMPAIGN PIECES Public Relations (No to Low Cost) Building Trust in Verde Legal Videos on social networking sites Raising awareness about microfinance opportunities Sector Capacity Building (Low to Medium Cost) Language training for cab drivers Educational opportunities MARKETING CAMPAIGN CAMPAIGN “We Are Carioca”

111 Canadian Molson’s “I Am Canadian” Campaign Sources, left to right: fbl5HmJKeg&um=1&tbnid=w7bIu4V8Uqvd2M:&tbnh=89&tbnw=118&prev=/images%3Fq%3D%2522i%2Bam%2Bcanadian%2522%2Bmolson%2Bad%26ndsp%3D18%26 hl%3Den%26client%3Dfirefox-a%26rls%3Dorg.mozilla:en-US:official%26sa%3DN%26start%3D18%26um%3D1&ei=ld0mSrCqGqXUlQf3yeTdBw, CAMPAIGN “We Are Carioca” MARKETING CASE STUDY Civic Pride

112 CONCLUSION Opportunities: Information Technology expansion Improving international marketing strategies Emphasizing tourism as a economic contributor Carioca pride Implementation of collaborative processes among actors Transportation and Infrastructural improvements Health and safety Environmental awareness Global visibility via the 2014 World Cup

113 CONCLUSION 2014 World Cup - If these suggestions are considered and the appropriate policies are implemented within the next 5 years, Rio de Janeiro will be able to showcase a new attractive image to the world - The World Cup will provide Rio with unprecedented visibility and is unquestionably the ideal vehicle for redefining the City and State. - We believe that these changes and this event can act as a catalyst for sustainable tourism growth in the years following the event - As proven by Barcelona, Sydney, and Beijing, international sporting events help shape global perception, infrastructure, and facilitate tourism growth - Follow and build off of current model put in place by the 2010 World Cup in South Africa and the 2008 Beijing Summer Olympics

114 CONCLUSION We consider this project to have been a distinct privilege and are grateful for the opportunity to learn about the Brazilian culture and perhaps shape its future. Overarching Themes: Sustainability We Are Carioca Potential opportunity from 2014 World Cup Connecting Rio with itself and the World Healthy, happy, and safe Cariocans and tourists Creating an inviting and happy Rio image

115 PROFESSORS Peter Robertson Jonathan Speier ACKNOWLEDGEMENTS GUEST SPEAKERS Prof. Flavio Carvalho de Vasconcelos Prof. Alexandre Farias Prof. Eduardo Marques Prof. Luiz Estevam Lopes Gonçalves Prof. Luiz Gustavo Barbosa Prof. Elizabeth Columa Mr. Gérard Bourgeaiseau, Mr. Álvaro Bezerra de Mello, Prof. Lamounier Villela Mr. Roberto Pascarella Prof. Marly Motta Dr. Paulo Hargreaves Mr. Liberato Pinto Mr. Andre Coelho, Ms. Laura Monteiro, Ms. Valéria Lima Mr. Marlos Lima, Economist Prof. José Cézar Castanhar Prof. Angela Simões Prof. Armando Cunha Prof. Bianca Freire-Medeiros Mr. Marcio Barbosa Ms. Luana D Araujo Ms. Monica Deluqui Ms. Mariana Rodriguez Marly Silva da Motta Councilwoman Aspasia Camargo Mr. Terrance Gallagher Hotel Novo Mundo

116 SOURCES (2009). "Citywide Transit Integration in a Large City: The Case of the Interligado System, São Paulo, Brazil." Transportation Research Board. 02 06 2009. Beijing Olympic Action Plan. (2008). Bramwell, Bill & Bernard Lane (eds.) (2000). Tourism Collaboration and Partnerships: Policies, Practice and Sustainability. Clevedon: Channel View Publications. Brazil. Ministry of Tourism. Mtur. (2008). Mensagem Da Senhora Ministra Do Turismo. By Roberto Pascarella. Ministry of tourism. Consortium for Service Innovation. (2002). The Adaptive Organizational Operational Model: Version 2.0. Cycling in Paris and the Ile de France Region. (2007). Maya. Duran, Pere. (2002). “The Impact of the Olympic Games on Tourism, Barcelona: The Legacy of the Games 1992-2002.” Turisme de Barcelona Consortium. The+impact+of+the+Olympic+Games+on+tourism.pdf. Halme, Minna. (2001). “Learning for Sustainable Development in Tourism Networks.” Business Strategy and the Environment. 10 Hidalgo, Dario. (2009). "Citywide Transit Integration in a Large City: The Case of Sao Paulo, Brazil." EMBARQ Network, 02 06 2009. Jun Ryu, Kwang. (2009) A Framework for Understanding Collaborative Governance. Independent Research. Lima, Valeria. (2009) Tourism Regionalization Program in the State of Rio de Janeiro. Presentation Madsen, Wayne. 02 24 2008. "Is the time ripe to privatize our urban mass-transit systems?" Daily Camera. 02 06 2009. McKibben, Bill. (1999). "Curitiba: Story of a City." YES! Magazine Summer 1999: Cities of Exuberance. 02 06 2009. OW2 Consortium. (2008). “Beijing Transportation Information Center Improves Traffic in View of the 2008 Olympic Games with Xservices from OW2.” NewsEvents/SuccessStories/OW2-CS-Xservices-Beijing.pdf. Robertson, Peter. (2006). Governance in the Postmodern Era: Implications of an Ecological Worldview. Presentation. Rodrigues, Mariana. (2009) Tourism Development Strategy in the State of Espiritu Santo. Presentation.

117 SOURCES Ryan, Joyce. (2009). “Handicap Accessible Transportation in Barcelona, Spain.” TCRP. "Curitiba Brazil BRT Case Study." BRT Case Studies. 02 06 2009. "The slow lane; Chile.(Chile's botched transport reform)." The Economist. 09 02 2008. World Travel and Tourism Council (2006). " Brazil to refocus on tourism growth." 03 06 09. Yang, Zhongzhen. “Intelligent Tourist Bus System and its effects on modal spit between tourist spots”. Dept. of Architecture, Dalian University of Technology, Dalian, China. Zou, Deci, Wen, Huimin. (2005). “Beijing Urban Transportation Development and the Olympics Transportation Strategy.” Chinese Academy of Engineering and Beijing Transportation Research Center.


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