During the meeting to present the regional brand, the spokesman for the Development Bank of Latin America and the Caribbean praised the international positioning of our country.
Government authorities, representatives of the private sector and cultural and tourism figures gathered in São Paulo, Brazil, for an event organized by the Development Bank of Latin America (CAF) to announce the creation of the regional brand for Latin America and the Caribbean, a seal that will seek to promote its competitive advantages as a tourist and investment destination.
Our country was present at the event, represented by the Fundación Imagen de Chile. The executive director of the institution, Rossana Dresdner, shared part of the experience of the international positioning work of our country, with a story based on three cross-cutting themes: sustainability, democracy and diversity, highlighting that this last value is part of the common offer of all Latin America and the Caribbean.
"Territorial brands, like those of a country or a city, are unique because they must represent a diversity of people. They are neither rigid nor finite; they must be moldable and able to adapt to those who use them. They must be open brands that evolve with their communities and are inclusive of all sectors," said Dresdner after participating in a talk with creatives from all over the continent who participated in a CAF call for proposals to design the regional brand.
CAF's executive president, Sergio Díaz-Granados, valued the work that Imagen de Chile has done throughout its 15 years of existence. "I must recognize that the attributes of the Chile Brand are attributes of durability over time, of the essence of what is the spirit of Chileans, which today is serving as an inspiration for the entire region. I believe they have done a phenomenal job positioning Chile's products, its services and the talent of its people, a sum of attributes that are part of what we want to build for the rest of Latin America and the Caribbean," he said.
Towards a sustainable region
In view of the short-term challenges, Díaz-Granados explained that in the case of Latin America and the Caribbean, the challenge for the regional brand is to enhance the joint strengths of an area capable of attracting foreign investment and tourism, as well as being part of the solutions to the challenges of climate change.
According to the International Union for Conservation of Nature, up to 37% of climate change mitigation needs can be addressed with nature-based solutions, "which places Latin America and the Caribbean in a privileged position, since we have 9.3 million square kilometers of forests -a quarter of the planet's forest cover- and natural ecosystems and biodiversity unparalleled in the world," he emphasized.
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