Country image or destination branding is all about ECONOMICS. It’s about opening the door wider to exports, investment attraction and tourism. It’s about answering the question: who is (your country) and how can it compete effectively among the other 190 or so countries round the globe? It’s about DIFFERENTIATING your country from the crowd.
The United Nations World Trade Organization’s (UNWTO’s) report from that General Assembly represents an overview analysis. An excerpt of the report states, “Colombia, with its strategy for the creation of a new country image, with an interrelated tourism brand, constitutes a good model for other countries that have to face analogous situations.”
The full report, Colombia: Back on the Map of World Tourism, can be read here.
The country of Colombia opened a traveling exhibit in New York’s Grand Central Station that featured various heart-shaped promotional displays, building on the “Colombia is Passion!” country image brand developed by VMA Worldwide.
The full Dayton Daily News article, Dayton entrepreneurs form marketing firm for foreign governments, can be read here.
“VMA Worldwide captured the ideal balance between performance and price with the multi-level-meaning ‘VALUE THAT WORKS’ positioning statement.”
Cheng Zhaohong, General Manager
Shandong Shantui Construction Machinery Import & Export Co., Ltd.
at a time.”