Imagen de Chile won the "Best Use of Data" award at the City Nation Place Awards 2021, a forum that annually brings together representatives of country brands from different parts of the world and which is currently taking place in London, England. The institution was recognized for the Longitudinal Study of Chile's Image, which consisted of conducting monthly questionnaires in 12 priority cities on various topics relevant to the positioning of the country's image and key to the strategic development of the brand.
"The importance of this award is that it recognizes the strategic work we did at Imagen de Chile, based on data. Developing a strategy, campaigns and content based on data. Involve audiences and connect with audiences outside, having as relevant input the information from the studies. In each of these stages, we used this data to include more views and develop a strategy that responded to what these views were looking for, then generate a campaign that would allow us to tell Chile in tune with the audience we wanted to reach, and then evaluate the result of the work we are doing based on data," said the executive director of Imagen de Chile, Constanza Cea, from London.
At the annual meeting of country brands, the executive director of Imagen de Chile explained the rationale behind the current Chile Creando Futuro strategy, which seeks to highlight Chilean talent at the international level and showcase Chile's contributions to the world for a better future for all.
Fundación Imagen de Chile was also a finalist in the categories "Best Communication Strategy: Place Brand" and "Place Brand of the Year", also standing out as the only South American country to be nominated in the prestigious City Nation Place awards.
This important award is in addition to two recognitions received last week by Imagen de Chile at the ART&TUR International Festival, held in the city of Aveiro, Portugal, where the "Chile Creating Future" campaign, a series of 12 audiovisual pieces that show how Chile is contributing to the world, received first place in the "Originality" and "Advertising Campaigns" categories.
Longitudinal Study Image of Chile
The study has made it possible to gather information on Chile's image in key indicators such as familiarity and favorability; on positioning issues such as association with Chilean products, perception of tourist destinations and travel barriers, knowledge of cultural and heritage attractions, reputation of Chilean professionals; and finally, on contingency issues.
The twelve strategic markets defined by Imagen de Chile -together with key partners such as ProChile, InvestChile, Undersecretary of Tourism and Undersecretary of International Economic Relations- were Sao Paulo, New York, Washington, Toronto, London, Berlin, Paris, Madrid, Dubai, New Delhi, Tokyo and Shanghai.
The main strength of the longitudinal methodology lies in the fact that it allows us to measure in the long term, and in a flexible and dynamic way, the perception of these markets regarding the relevant issues for the positioning of the country image. In this way, it is possible to detect how audiences know us in the 12 markets at the same time and establish comparisons among them. In addition, it allows us to periodically establish and measure key indicators for the brand strategy.