After August 2018 was declared void the tender to develop the Guatemala country brand, the Guatemalan Institute of Tourism (INGUAT) convened in December a new contest in which the award was achieved. See "New Attempt to Award Country Brand Project".

Guatecompras information indicates that the companies participating in the tender were Regional de Comunicaciones S.A. with a $1.4 million offer and Wurmser Ogilvy & Mather Publicidad S.A. with a $425 thousand proposal.

Herbert Castillo, President of Regional de Comunicaciones S.A. said to Prensalibre.com that "... First of all, it is important to understand that the country brand is a national project that involves both the private and public sectors."

Castillo explained that the work to be done "... It is about the way in which a country is perceived before the concert of nations, in other words, what the other countries think of Guatemala. These perceptions can be good, bad, favorable or unfavorable, and that can make a critical difference to the success of a country's business, trade, tourism, investment, as well as diplomatic and cultural relations with other countries."

See award details.

Source: prensalibre.com

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