Costa Rica Wants a "Country Brand"
The Costa Rican Tourism Institute (ICT) is investing $1 Million to create a "country brand" to be launched in November 2009.
Friday, March 20, 2009
The idea is to create a brand that represents all sectors of the country. For those that already have a brand such as the tourism sector, the banana industry and others, the "country brand" will be a complement.
The new brand image for the country will promote tourism, boost exports and attract investment.
The Costa Rican pineapple sector wants to consolidate the presence it has gained in major international markets.
"... When a brand needs to be explained in order to be understood, it is getting off on the wrong foot" - Jorge Oller, Tribu DDB
Finally, copyright on the phrase registered 15 years ago by tourism businesses in Miami, now belongs to the State of Panama, who will use it as a brand slogan for the country.
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