Plan is planning on making the productive sectors known abroad
Burson Marsteller in charge on making first studies
Costa Rica will take its first steps to create its own country-brand. The initiative has the objective to power different productive sectors in the exterior. There are five stages related to the brand immersion, strategic development, creative expression, activation and communication to make this plan going. It’s expected that first stage will be finished by April.
The Costa Rican Tourism Institute has leaded this phase that practically refers to a perceptive diagnosis about the internal and external country’s conditions through interviews made in different sectors of ten countries.
Once, this and the second stage are finished; which was the stage worked by Burson Marsteller (an international firm), a public contest to determine which will be the enterprise in charge of developing the next phases of the project.
This project was born with the intention of identifying a brand that help economical sectors and power the way we reach to different markets, allowing us a major differentiation regarding our competitors”, commented Carlos Ricardo Benavides, Tourism official.
Living experiences in other destinations that have established a country-brand, is transferred into an improvement on its attractiveness from the touristic sight, achieve to rank as poles of investment attraction and promoting their products abroad.
It’s an important tool not only to recognize the natural beauties, the pacific and democratic tradition, the qualities of our educated people, but also the high quality of our products, based on environmental and labor legislation based-respected processes, commented Marco Vinicio Ruiz, minister of Exterior Commerce.
