2016We began positioning with the Costa Rican public, using the slogan “You are the essence—we are all essential COSTA RICA.” We made our presence known through talks at educational centers, chambers of commerce, business meetings, and training sessions at different institutions. We did regional tours in Guanacaste, Limon, Puntarenas, Perez Zeledon, and San Carlos, as well as other regions. We were present at important events throughout the country: The San Jose Half Marathon, the Telethon, the Special Olympics, the World Championship of Robotics, the International Design Festival, and VALOARTE. We also published content on social networks, communications media, and with companies.
We began an international positioning process for the Country Brand at potential locations like international trade and tourism fairs, a presence in embassies and consulates, commercial missions, and international events, such as the soccer 2014 World Cup.
We also began to develop materials and usage guides for the brand. The licensing protocol was also created, and we created the Inter-institutional Committee of the Country Brand, which is formed by (with abbreviations in Spanish):
- The Foreign Trade Promotion Board of Costa Rica (PROCOMER)
- The Costa Rican Institute of Tourism (ICT)
- The Costa Rican Coalition of Development Initiatives (CINDE)
- The Ministry of Foreign Trade (COMEX)
- The Ministry of Foreign Affairs and Worship
Market research shows the different facets of Costa Rica in terms of exports, tourism, and foreign investment.
We received consultation from a pioneering company to develop the country brand. The name chosen was essential Costa Rica, as it shows human traits as a differentiator that highlights Costa Rican competitiveness.
We did a national and international (79 countries) study of the perception of Costa Rica; the results showed that Costa Rica is perceived as a green country with the potential to connect more with the world.