Google wanted to bring its Street View technology to the Amazon Rainforest to share its beauty online. It needed to be done while respecting Brazil's sovereignty and local communities, and without laying more international pressure on the country’s policies regarding the forest.A Public Relations effort was created to engage local communities in the project so that representatives of the riverside population would be take part in the process of capturing imagery.

To make sure this positive initiative was properly perceived, Google executed an unprecedented media approach: the first press expedition to the jungle followed Google partnering a local NGO, guaranteeing that communities and internet users would benefit from Google Street View Amazonia. 4 major outlets were invited to spend 2 days in the jungle learning more about the project and interviewing the local population. After that, press releases and blog posts crossed the wire and reached media globally.The coverage was 100% positive and aligned with Google’s key messages. With investment of US$16,000 in expedition travel costs, this resulted in over 206m people being reached and a return of US$8bn.

To introduce the project to the media, Google invited 4 major outlets – national and international – to spend 2 days among the people of the river Negro.

During 2 days, journalists were encouraged to interact and interview members of the communities to understand how they felt about the impact of Google Street View. They also could learn more about the cameras and the challenge of capturing images on the river and inside the jungle.The journalists witnessed the pride felt by the communities in finally being on the map. They could also see how the Street View team and local people recorded the images of this amazing place together, including their schools, cultural center, and their lives.

At the end, Google guaranteed the delivery of its message with 100% positive coverage. Overall, the initiative was perceived as a way to bridge the distance between communities inside the Amazon forest and the rest of the world.The local population believes great changes will come when the images become available in 2012. They expect more tourists and are making plans for that by investing in a hostel infrastructure and handcrafts.With investment of US$16,000 in expedition travel costs, this resulted in over 206m people being reached and a return of US$8bn.