Like International Olympic Committee (IOC) President Thomas Bach, Sir Philip is confident that Brazilian culture means they are less likely to buy tickets a long time beforehand but will still support the event. 

Rio 2016 admitted here yesterday during a presentation to the IOC Executive Board that they had also sold less than 50 per cent of tickets for the Olympics. 

Sir Philip does, however, agreed that the next two months are "absolutely vital" in building interest in the host country. 

A campaign is due to be rolled out to coincide with six-months-to-go celebrations on Monday (March 7).

This will involve promoting the Paralympics on social media, local television and host broadcasters, particularly targeting the city of Rio de Janeiro itself.

"It's absolutely vital that from next week we've got to go all out to promote this event," Sir Philip told insidethegames.

"There are two million tickets available for BRL10 (£2/$3/€2.50) or less.

"This is great value for money.

"It will be a family Games and should not be missed."

Rio 2016 communications director Maria Andrada said here yesterday that they hope 50 per cent of tickets will be sold by the beginning of the Olympic Torch Relay on May 3.

"We have a target of 50 per cent for Paralympic sales by the time the Olympic Torch arrives in Brazil [on May 3]," Andrada told insidethegames.

"It is key we make progress before then because once the Torch Relay begins all the focus will be on the Olympic Games.

"We haven't made enough progress [in the last six weeks] because we haven't done enough promotional work."

The IPC claimed to be happy with progress following a Project Review meeting last month attended by IPC chief executive Xavier Gonzalez.