Rock in Rio
PR Strategy: To celebrate its 40th anniversary, Rock in Rio created Dia Brasil, a historic day dedicated entirely to Brazilian music and culture. The challenge was to design a launch strategy capable of reflecting the scale, cultural relevance and international visibility of the festival.
The Project
What we did and how
We led a strategic PR and media relations operation to turn the announcement into a national cultural moment, building the editorial infrastructure to deliver the message into top-tier outlets and the country's broader cultural press in the same week.
PR Strategy and Media Relations
We produced the music video "Deixa o Coração Falar" with leading Brazilian artists as the campaign's narrative core. We built an exclusive press preview and an embargoed-content program for top-tier outlets, then ran a press conference revealing both the concept and the full Dia Brasil lineup. The launch operation coordinated strategic outreach to national media and brought 136 journalists into a single press event, with storytelling tailored to each editorial audience.
Highlights
- Music video "Deixa o Coração Falar" with leading Brazilian artists
- Exclusive press preview and embargoed-content program for top-tier media
- Press conference revealing concept and full Dia Brasil lineup
- Press event attended by 136 journalists
- Storytelling tailored to multiple editorial audiences
Results:
- 1,075 media stories published
- More than $9 million in earned media value
