PR folk in Rio: Edelman goes Dutch at Holland Heineken House

PRWeek chats to comms pros in Brazil: Emily Favret, account director at Edelman UK, discusses Heineken's activity with the Dutch Olympic team, the host nation's PR effort and "klap-mee-dailles" (no, we didn't know either).

Edelman UK's Emily Favret takes in some beach volleyball on Copacabana Beach, Rio
Edelman UK's Emily Favret takes in some beach volleyball on Copacabana Beach, Rio

Why have you gone to Rio? 

I am in Rio for the month of August facilitating the global media relations for Heineken, who are a partner of the Dutch Olympic Committee (NOC*NSF) and the hosts of the Holland Heineken House – the official house of Team NL. My colleagues and I are coordinating all global media activity in Rio and are also hosting some top influencers from various social media platforms to document their experience in the House with us.

Given the build-up to the games, were you apprehensive about attending?

Not at all, I was very excited as I have worked at previous Games from home and was excited to finally be on the ground.

Does it feel like the Brazilian authorities’ and games organisers’ PR operation is running smoothly? 

It does – even more so, the local people that I have been in contact with, from volunteers to Uber drivers to event planners from Rio 2016, are very proud to have the Games here and have been extremely welcoming and positive.

What will be your abiding memory of the trip? 

The Dutch athlete medal celebrations in the Holland Heineken House (below) are pretty special – I think it’s one of the only places where fans can celebrate their country’s medal winners in person right after their victory. It is also what the House has become known for over the past Games, so it’s our biggest media activity – and a lot of fun! 

Which athlete would you most like to get a selfie with? 

Kerri Walsh Jennings – I’ve been a fan of hers for all four Games she has competed in and think she is a fantastic role model for female athletes. 

What souvenirs are going to be coming back home in your suitcase? 

A lot of Olympic pins (below), a Team USA flat-brim hat and a "klap mee-daille" (a medal we sell at the House that holds your beer and allows you to clap with both hands). 

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