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$40 MILLION AD/PR CAMPAIGN DEVISED BY TRADEWELL TO PROMOTE RIO TOURISM WILL BE FULLY FINANCED BY BARTER OF HOTEL ROOMS, PLANE TICKETS, ETC.

$40 MILLION AD/PR CAMPAIGN DEVISED BY TRADEWELL TO PROMOTE RIO TOURISM
 WILL BE FULLY FINANCED BY BARTER OF HOTEL ROOMS, PLANE TICKETS, ETC.
 RIO DE JANEIRO, Sept. 11 /PRNewswire/ -- A $40 million advertising and public relations campaign designed to attract North American tourists to Rio de Janeiro will be financed by bartering of under- utilized Brazilian tourist resources and other products and services.
 The program, conceived and developed by Tradewell World Trade Corporation (TWTC) of New York, formally was set in motion here today by Joao Luis Bernes de Sousa, president of FUNTUR, National Tourism Foundation in Brazil, and William Stein Steinberg, president of TWTC and Tradewell, Inc.
 Rio, one of the world's most beautiful and exotic cities, has experienced an overall 50 percent drop in tourism since the mid-1980s. The number of North American visitors has been diminished by close to 90 percent since 1988.
 Both public and private sectors in Rio have lent their support to the plan proposed by Tradewell a year ago. Twelve leading Rio public and private institutions have joined to establish the "Program for the Renovation of the Image of Rio de Janeiro" (PRI). The PRI council, headed by Trajano Ribeiro, president of RIOTUR and Rio's foremost tourism authority, will lay down the program guidelines.
 The program is designed to reinvigorate the tourist industry and, in the process, create tens of thousands of jobs. A single room-night in a Rio hotel creates 14.1 jobs for support personnel. Hotels, restaurants, airlines, tours and manufacturers are among those who will donate products and services through the PRI. Tradewell will convert the donations into currency that will pay for an array of marketing resources designed to attract tourists.
 Advertising and public relations will be created by agencies and individuals under the direction of Tradewell along PRI guidelines. Following an extensive review, Tradewell selected AC&R to be the agency of record for this program due to its outstanding record in developing and promoting tourism for other destinations. The $40 million budget provides the program with considerable leverage in the media marketplace. Supplementary revenues generated by the program will allow for hiring and training additional service and security personnel.
 Founded in 1977, Tradewell has grown into the largest reciprocal trade company worldwide. The company specializes in bartering advertising media for products and services which are then remarketed throughout Eastern and Western Europe, Asia, Africa and the Middle East, as well as the western hemisphere.
 -0- 9/11/92
 /CONTACT: Nichols/Feren & Associates, 212-983-9600, for Tradewell/ CO: Tradewell World Trade Corporation ST: New York IN: ADV SU:


PS-LR -- NY039 -- 8523 09/11/92 14:08 EDT
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Publication:PR Newswire
Date:Sep 11, 1992
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