From November 2 to 6, Marca Chile held a series of activities in the United Kingdom, the highlight of which was its participation in the 12th edition of City Nation Place Global, an international event that brings together experts and representatives from cities, regions, and countries across five continents to share experiences and address the challenges of place branding.
Over the course of two days, London hosted the twelfth edition of this forum for exchange, whose program included discussions on regional reputation, tourism, the use of artificial intelligence, and new tools, among other topics related to the international positioning of regions. Chile has maintained an active role in this forum, which provides an opportunity to learn about other countries’ experiences and share insights on the development of country branding strategies.
On behalf of Marca Chile, Constanza Rojas, Strategic Alliances Coordinator, delivered a presentation titled “Building Connections Between Internal and External Perceptions: How Marca Chile Is Building a Firmer Foundation for an Authentic Nation Brand,” in which she shared the organization’s experience based on the findings of the Chilean Pride Study and how these insights are reflected in the organization’s work.
At the end of the presentation, some attendees expressed interest in delving deeper into these insights and exploring new opportunities for collaboration between Marca Chile and other international place brands. “It was a very meaningful experience to be able to share the work we’ve done at Marca Chile on an international stage. The reception and interest generated by our presentation show us that Chile also has insights to contribute to the global conversation on country branding. These forums not only allow us to learn from other countries but also to highlight how we are building an image of Chile that stems from its own people and aligns with the perception held by the international public,” Rojas emphasized.
Marca Chile also participated in the City Nation Place Awards ceremony, where the international “You Will See” campaign was a finalist in the Best Communication Strategy category.
Strengthening the Bond Between Chile and the United Kingdom
The agenda also included various opportunities to network with representatives from the cultural sector and other organizations. One such opportunity was participation in the opening of the Marca País Uruguay booth at WTM London (World Travel Market), an international tourism trade show that brings together destinations, companies, and industry professionals annually. The invitation provided an opportunity to strengthen collaborative ties with representatives of another country brand in the region, as part of efforts to create opportunities for regional cooperation aimed at promoting our countries and their identities to the world.
Constanza Rojas later met with Chilean architect and artist Otto Shade, who has lived in London for more than 20 years, to learn about his international career and explore opportunities to showcase Chilean talent and creativity abroad
Regarding the purpose of these activities, Rojas noted: “One of the most valuable aspects is the opportunity to build relationships that go beyond one-time meetings. Sharing experiences with other Latin American country brands, learning about their challenges, and strengthening ties with Chileans who are pursuing their careers abroad reminds us that a country’s image is also built through the people and the connections we forge.”
The visit concluded on November 6 with a trip to Sheffield for a working session with the South Yorkshire Mayoral Combined Authority. The event provided an opportunity to learn about experiences in territorial development, strategies for engaging with communities, and approaches to building local identity. The meeting served as an opportunity to exchange insights on the role of individuals and communities in building territorial brands, as well as to explore future opportunities for institutional cooperation.
