Rock in Rio hires Brazilian and Portuguese PR teams

MADRID -Brazil’s Approach Communications has tapped Portuguese counterpart Bairro Alto to help it organize PR support for the Rock in Rio music festival, to kick off in Lisbon next May.

Bairro Alto project co-manager Nicolai de Lancastre said Approach selected the Lisbon-based firm from a short list of four agencies in Portugal to handle the brief of undisclosed billings.

Brazilian media mogul Roberto Medina, who organizes Rock in Rio through his company Artplan, hired Approach in Brazil after the agency oversaw PR for Rock in Rio in 2001.

The two agencies will join forces to develop comms and press strategy for the event, which is billed as one of the world’s biggest, and is expected to attract 500,000 people.

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