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Juruti Project
Scenario
At the end 2004, CDI, Alcoa's communications agency since 2002,was hired by the company to prepare a comprehensive communication and public relations plan for the then Juruti Project, a mining operation located in the west of Pará, in the middle of the Amazon forest.
Juruti, one of the oldest municipalities in the State was 122 years old and had around 34,000 inhabitants, according to data from the Brazilian Institute of Geography and Statistics (IBGE), of which 60% lived in the 150 rural communities that predominated in the region. Traditionally, its economy was based on growing cassava, fishing, livestock farming, and other types of hunting and gathering activity. No governor of the State of Pará had ever visited the town.
Challenge
CDI's biggest challenge in Juruti was to help Alcoa win the right to start its construction work in the municipality. The preliminary license was part of the first phase of environmental licensing and is required before any undertaking that uses natural resources can be set up. This license should have the backing of all the interested audiences; first and foremost, the population of Juruti, which did not know precisely what Alcoa intended doing there, and then academic leaders, public and private institutions. NGOs and other stakeholders.
Actions taken
CDI Comunicação Corporativa took part in the public relations and communication planning for the initial installation phase of the Juruti Mine. The agency established an organized and permanent relationship process between the undertaking in Juruti and the various stakeholders, the main audience being the region's local community.
It worked with professionals locally, in addition to providing support from its headquarters in São Paulo and agencies in Belém (PA), including Temple Comunicação, the undertaking’s current agency in the Para state capital.
The work included training the spokespeople and holding more than 70 prior meetings and 3 public hearings with community leaders, public and private institutions, NGOs and other stakeholders in Juruti, Santarém and Belém.
Results
The participation of more than 8,000 people in the public hearings in Juruti, Santarém and Belém.
Liaison with the media.
The company obtained the necessary preliminary licenses for setting up the undertaking.
An IBOPE opinion poll, carried out in February, 2008, indicated that 89%of the local residents of Juruti were favorably disposed to Alcoa's mining project.
Open and transparent dialogue with all audiences resulted in the establishment of a sustainable development agenda for the municipality – a model that the Company is improving on a daily basis through the partnerships it has.
The Juruti Mine is today Alcoa’s biggest mining operation worldwide. -
Casa Cor
Scenario
The 23-year old Casa Cor Group has become a great showcase for architects, interior decorators and designers and landscape artists, in addition to specialist companies from these segments. When it was purchased by Doria Associates and Abril S/A, in March 2008, the company returned to various markets and started an ambitious process for staging new events that focused on the area, such as: Casa Office, Casa Kids, Casa Cor Stars; and a program for licensing products, such as home-sprays, music CDs, bed and table linen, and other such things.
Challenge
To strengthen and expand the image of Casa Cor with the media and public and show, after the brand had been purchased, the new direction the Group intended to take through sophistication and good taste, as conceived by Yolanda Figueiredo and Angélica Rueda, whose brainchild the ideas were.
Actions taken
Two months before CASA COR was inaugurated in May 2008, CDI's client service team initiated various relationship actions with the media, among which were informal meetings, the preparation of spokespeople, support material and press conferences.
Result
The rapid implementation of the corporate communication project with which Casa Cor achieved its objective. In the 2008 edition, its exposure in the media grew by more than 20% relative to the previous year. In 2009, over the 53 days of the event, the show received visits from 2,042 journalists, of whom 690 were present at the exclusive opening for the media. -
New Year's Eve on the Paulista, São Paulo
Scenario
Over the last few years, New Year's Eve on the Avenida Paulista in São Paulo has become one of the ten biggest celebrations of its type in the world and one of the main end-of-year parties in Brazil. The last edition was marked by the union witnessed between the ethnically diverse people of the city of São Paulo. Throughout the night 2.4 million people commemorated the arrival of 2009 and were thrilled by the midnight firework display that lasted more than 15 minutes, produced by more than 100,000 star-bursts and more than 6,000 multicolored aerial shells, 30% more than the year before.
Challenge
With the event growing each year, in addition to strengthening the image of the event and increasing the number of people visiting the Av. Paulista, the CDI team had the challenge of organizing and controlling the whole structure of relations with the media, artists, institutions and others involved.
Actions taken
More than 15 people from the CDI team, in different disciplines, work to publicize the event. For the celebration a special structure is created to handle the more than 150 Brazilian and international journalists who cover the event, accompanying them in the shows, backstage and in other aspects. In addition, a special bulletin is produced with official information from the police and the organizers, containing information about what is happening in the event, for immediate distribution to the national and international media.
Result
Every year the results achieved grow significantly. The annual average growth is 20%, with more than 63 million people being reached by media coverage.