EMBARQ Brazil to lead local press on international tour of BRT systems.
EMBARQ Brazil is organizing two missions with journalists from Rio de Janeiro to visit some of the best bus rapid transit (BRT) systems in the Americas. The project is funded by Fetranspor, the federation of passenger transport companies in the state of Rio de Janeiro.
The objective of the “BRT Experience: Press Mission” study tours is to build capacity among journalists to understand and communicate the concepts, components and diversity of BRT systems, and their benefits to the cities where they are currently being planned, constructed or launched.
These tours aim to provide the knowledge, information and common vision for journalists to accurately report on the first BRT system to be launched in Rio de Janeiro on May 20.
After seeing the BRT systems in action, journalists will be able to more comprehensively report on things like emissions reductions, travel time reductions, technical features, accessibility characteristics and bus types, among other issues.
"A better informed media is the first step towards a better informed population," said EMBARQ Brazil's Director of Strategic Relations and Development Rejane D. Fernandes, who has been coordinating the project from the start.
The first trip, beginning on April 29, will include stops in Mexico City and Los Angeles. Six journalists (from Globo TV, Brasil TV, Extra Newspaper and CBN Radio) will be guided by EMBARQ experts, bus operator companies and other local authorities during rides on Mexico City's Metrobús and Los Angeles' Orange Line. EMBARQ Mexico experts will also facilitate presentations to the media delegation.
The second group will travel on May 5 to Bogota and Medellin, Colombia and Cleveland, Ohio in the United States. The six journalists invited on the trip represent Bandeirantes TV, Record TV, Band News Radio and O Dia newspaper.
EMBARQ's Director of Research and Practice Dario Hidalgo will join the group in Bogota. There, the journalists will visit TransMilenio BRT stations and terminals on a bike tour guided by Hidalgo and will meet the local press to discuss media coverage on transport in Brazil and Colombia. In Medellín, the delegation will also visit other transport systems that are benchmarks for Brazil, such as the escalators and aerial cable cars that have transformed some hilltop communities.
Strategic Communications and Marketing Manager Ethan Arpi will meet the group in Cleveland.
A GROWING PARTNERSHIP
The partnership with Fetranspor initiated during the workshop, “Marketing BRT: How to Attract and Captivate Users,” produced by EMBARQ Brazil on May 25-26, 2011 in Rio de Janeiro. Following that event, the manager of external media for Fetranspor, Suzy Balloussier, asked EMBARQ Brazil to develop this study tour project.
During the trips, participants will keep a diary about their “BRT Experience” both on TheCityFix Brasil and Fetranspor blogs.
EMBARQ Brazil's Rejane D. Fernandes will lead the first group, which will also include Marta Obelheiro, Mariana Gil, and Maria Cavalcanti. EMBARQ Brazil Director Toni Lindau will also join the group, together with Ethan Arpi, who will be in Los Angeles. Suzy Balloussier, manager of external media, will represent Fetranspor.
The second trip will be led by EMBARQ Brazil Communications Coordinator Richard Katz, with the support of Cintia Freitas and Mariana Gil. Dario Hidalgo will join the group in Bogota and Medellin, and Ethan Arpi will meet in Cleveland. Silvio Robaça, from the public relations office that handles external communication, will represent Fetranspor.