The "Highly Commended" distinction was awarded to our country in two categories of the City Nation Place Awards, the awards that recognize country brand strategies around the world: Best Citizen Engagement and Best Use of Design.
We are measuring ourselves against the great country brands of the world, most of the winners were nations with very strong country brands, so we are very proud of these two distinctions". Rossana Dresdner, executive director of Imagen de Chile.
The tenth edition of City Nation Place, the most important global meeting for the development and promotion of Place Branding strategies, which also distinguishes the best practices in this area, was held in London, England. On this occasion, Chile received the "Highly Commended" distinction in two of the seven categories: Best Citizen Engagement, with the sub-brand Chile, Country of Women, and Best Use of Design, with the We Care campaign. This recognition, which follows first place and is only awarded in some categories, highlights the impact of strategies in building a distinctive country brand.
"We are measuring ourselves against the great country brands of the world, most of the winners were nations with very strong country brands, so we are very proud of these two distinctions," said the executive director of Imagen de Chile, Rossana Dresdner.
"A place brand is much more than a logo and a slogan."
This year, Imagen de Chile played a key role, integrating for the first time a panel of experts. Rossana Dresdner was a speaker on the panel "Place Leadership Panel: Pulling the right levers", together with Kaitlin Eskelson, President & CEO of Visit Salt Lake, and Asbjørn Overgaard Christiansen, CEO & Managing Director of Copenhagen Capacity. The panelists discussed topics such as media communications strategies and the use of data to drive country brands.
The conference agenda focused on topics such as the role of country brands in uniting divided communities, the private sector perspective and how to incorporate the rise of Artificial Intelligence.
"The first year we launched City Nation Place, a lot of the conversation was still about getting people to understand that a place brand is much more than a logo and a tagline. And, over the last 10 years, we've seen a growing understanding that having a nation brand strategy is about the collaboration of all stakeholders in the well-being of a place, whether it's a nation, a region or a city, and working together to build and manage a reputation that supports the ambitions of that place," argued Clare Dewhirst, director of City Nation Place.
The executive director, Rossana Dresdner, highlighted the exchange of experiences: "We realized that what we are doing in Chile is known and that there is curiosity about this work. This has been very comforting and fills us with energy and inspiration to continue working," she said.
Representatives of brands from Ireland, Tasmania, New Zealand, Costa Rica, Scotland, Denmark, Sweden, South Africa, among others, also exhibited.
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