Associations linked to advertising in Rio Grande do Sul ask advertisers outside the state to maintain their investments in media
The numbers of the environmental tragedy in Rio Grande Sul are worrying — at the time of writing this article, there were more than 160 deaths —, but the images that are seen are alarming. Devastated cities, covered in rubble and mud, destroyed businesses and businesses show the immeasurable consequences of the rains in much of the state.
In Porto Alegre, the water of the Guaíba overflowed and left a large part of the capital submerged. Tourist attractions, such as the Public Market, the Casa de Cultura Mario Quintana, the Rio Grande do Sul Art Museum (MARGS), the Internacional and Grêmio stadiums, the Salgado Filho International Airport, just to name a few, still account for the damage.
Far from any comparison, the advertising market also takes into account the consequences of the storm that hit the cities of Rio Grande do Sul. In a note released this week, ARP (Associação Riograndense de Propaganda) and GAV (Grupo de Atendimento de Veículos do Rio Grande do Sul), for example, asked advertisers outside of RS to maintain their investments in media.
According to the entities, “maintaining and even expanding investments in different and competent media outlets also means creating an important connection with the people of Rio Grande do Sul”. Furthermore, ARP and GAV highlight the importance of looking at the situation of the local advertiser.
“Rethinking negotiations, extending deadlines and/or subsidizing spaces will be extremely important for as many brands as possible to remain in the media, making a presence in the lives of their consumers in accordance with their strategies. It is time for negotiation, but above all it is a time where the deadline and the price are essential to maintain the planned plans before we are taken by the toughest of all the clashes experienced on this earth.”, said the statement.
Of all media, OOH was the most affected by the environmental disaster. The Muro da Mauá — part of a flood protection system after the 1941 flood, and commercially exploited by the consortium formed by OOH Sinergy and HMídia since 2022 — mixes art and advertising along the 850 meters along the avenue that gives the wall its name .
Muro da Mauá has 14 annual sponsorship quotas, which have brands such as O Boticário, Vivo, Unimed, Grupo RBS, just to name a few, arranged between panels with works of art.
Juliana Silveira, director of service and content at the Muro da Mauá consortium and commercial at HMídia, highlighted the importance of the wall for the city, since, if it weren’t for it, the tragedy would have been greater. “The wall was an icon of resistance in our city.”
“Based on this strength, we understand that it becomes opportunities for outside brands to position themselves in the state as benevolent brands, which work on the recovery of the state, through the promotion of the economy of Rio Grande do Sul, to be present at the moment of recovery “, he stated.
Founding partner and CEO of Sinergy and managing partner of the Novo Muro da Mauá consortium, Eduardo Ferreira said that ‘out of home transcends out of home itself’.
“Out of home has a very important role in motivating people, because OOH has no ideology, it talks about smart cities, it can be motivational”, added the executive.
Salgado Filho Airport
Anac (National Civil Aviation Agency) prohibited aircraft landing and takeoff operations at Salgado Filho Airport, in Porto Alegre, due to flooding caused by rain.
The agency informed that the measure, which is provisional in nature, is valid for an indefinite period of time and will be maintained until Fraport Brasil, the concessionaire that manages the airport, proves the reestablishment of air operations.
Responsible for OOH at the airport since 2018, Eletromidia has 86 faces within the terminal and, until now, the extent of the loss is still unknown. In addition to the airport, the company is also in three other verticals — streets (tembici), shopping malls and buildings —, which totals 1,300 screens.
Marcelo Pacheco, Chief Sales Officer at Eletromidia, says that the company’s Operations Center in the city is underwater, and six cars were lost. “First of all, we took care of our employees, who were allocated to hotels and, afterwards, the campaigns were taken offline,” he said.
Eletromidia’s plan was also to talk to advertisers to donate R$10 million of inventory to raise donations for flood victims and for Porto Alegre City Hall to use the screens for its actions.
Pacheco also highlighted that the Porto Alegre market is the fourth most important for Eletromidia. “We were growing our revenue, every month we broke sales records,” he said. “We are also inviting advertisers to migrate to another asset,” he added.
