FRONT PAGE: Brazil seeks help to shed its impoverished image

The Brazilian government is searching for PR agency advice as it seeks to improve its ailing global image.

The Brazilian government is believed to have created a long list for the global brief and is ­currently issuing a tender document. It is not yet known whether the brief will include travel PR.

Once the fêted venue of the Rio Carnival, the spiritual home of football and a land of beaches and sun, Brazil has become ­synonymous with street crime, a failing economy and favelas - the Brazilian equivalent of a shanty town.

However, the Brazilian economy is now experiencing a turnaround and consumer consumption is growing, fuelled by rising incomes and the expansion of credit.

But, in economic terms at least, Brazil remains in the sha­dow of its quicker-growing neighbour Argentina. And in terms of its global reputation, Brazil is still blighted by the ­impoverished and violent ima­ges of the slums portrayed in films such as Fernando Meirelles' City of God. It is this image the government is ­thought to want to tackle.

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