The executive director of Imagen de Chile discussed the new "Chile Creating Future" strategy and the challenges she has faced in its management.
In an interview with La Tercera newspaper, the executive director of Imagen de Chile, Constanza Cea, described the process of leading the country's image strategy over the last few years, and the execution of the "Chile Creating Future" campaign, which has involved moving from communicating landscapes to showing how Chileans, through their talent, are managing to solve major problems facing the world today.
"Our goal is to show how in Chile there is a way of doing things in different areas. For example, when we open the doors to astronomy or when we create a new constitution the way we are doing it. Or when we focus on clean energies or green hydrogen. In the end, the achievements we have had are not only due to an extraordinary geography, but also to the vision of Chileans who have been able to generate conditions and look beyond borders", said Constanza Cea regarding the new strategy to communicate Chile from talent.
"We have had to look for a strategy that tunes us to a changing world and country, as well as connecting us with the audiences we want to reach. This brand update, which has been a year in the making, has been a long and collaborative effort," says Constanza Cea.
To read the full interview, click here.