April 21, 2019 #ChileGlobal

Prominent speakers analyze challenges in building the country's image

Headed by the director of Proyecto Chile - Imagen País, Juan Gabriel Valdés, renowned national and foreign specialists will discuss from different angles the "Communication of Country Image: Challenges in a New Context", in the international seminar of the same name to be held from 9 am in the Don Bernardo hall of the Espacio Riesco events center (Avenida El Salto 5,000, Huechuraba.

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Valdés will address the process of building Chile's competitive identity, as well as the new institutional framework that will lead the country's international promotion work, which will take the form of the Imagen de Chile Foundation.

Afterwards, psychologist Vicente Valjalo will show his metaphorical study "Towards an Image of Chile by Chileans", a work based on the Zaltman Metaphor Research Technique (ZMET). The reflections of this exercise will provide inputs to configure communicational contents in line with the unconscious elements that make up the image that Chile's inhabitants have of Chile.

Psychologist Eduardo Albornoz will then present the first results of the research "Chile in the Retina of Latin America: Perception of Chile's Image in the Markets of Brazil, Argentina, Colombia and Peru". The work of the also vice-president of TIME group contemplates a first qualitative stage -with in-depth interviews to opinion leaders and focus groups to citizens- and a second quantitative stage.

According to the program, starting at noon, British expert Simon Anholt, who is an advisor to the Chilean government and has worked with the World Bank, Germany, Sweden and the United States, will talk about the budgets and requirements necessary for a state policy for an efficient promotion of the country.

In his presentation "Where are you from? More than just a question," U.S. expert Jeremy Hildreth will develop his strategies for dealing with the inconvenient stereotypes that often plague products from certain nations and leveraging them to your advantage.

Later, the Spanish expert in public, tourism and cultural marketing Josep Chias will share his vision regarding the theories surrounding the creation of a country brand, its developments, the reality and practical results of its applications, as well as the value of a ranking. He will also talk about the importance of marketing plans as the main working tool in this process, illustrated with a series of international experiences.
As a balance, the creative director of Proyecto Chile - Imagen País, the publicist Gelly Walker, will express in her speech "Haciendo camino al andar. Narratives to tell Chile" a story of the nation through reality itself, supported by abundant visual material.

The activity will be organized by Proyecto Chile - Imagen País, with the sponsorship of the Chilean Association of Advertising Agencies (ACHAP) and the National Association of Advertisers (ANDA).


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