INTERNATIONAL: BBC Brazil revamps PR for new listeners

SAO PAULO: The BBC has hired Sao Paulo-based PR agency Linhas & Laudas as part of a communications push to revamp its brand across Brazil and attract younger audiences.

BBC Brazil, which has a newsroom with 35 journalists in London and an administrative office in Sao Paulo, broadcasts daily from London with four-and-a-half hours of Portuguese-language radio newscasts. It also produces the content for a website with news in Portuguese, at www.bbcbrasil.com.

Linhas co-founder Ederaldo Kosa said: 'The BBC discovered that its image in Brazil was associated with radio broadcasts of the past.

'BBC Brazil then decided to invest to attract younger audiences, especially to its website,' he said.

Linhas, which employs 15 staff, won the work following a pitch against three other local agencies.

Linhas consultant Rodrigo Padron heads a team of three on the brief, reporting into BBC Americas director Lucio Mesquita and BBC Brazil director Americo Martins.

The agency is organising an event for BBC Brazil in Sao Paulo on 18 March, when the company will celebrate the 65th anniversary of its first Portuguese-language broadcast to Brazil, alongside relaunching its website.

BBC Brazil will also use the event to launch its student writing contest, which will award a Brazilian journalism student with a round-trip ticket and expenses for two weeks in London, where the student will get first-hand experience in a BBC newsroom.

The competition ties in with the BBC's Brazilian student project - begun earlier this month - in which the network's top journalists are set to visit universities in eight Brazilian states and give student lectures.

Edited by Holly Williams.

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