Entered by Imagen de Chile

In Chile, international promotional campaigns were segmented by area - exports, tourism, investments, culture - and fragmented within each area. The Chile Brand was the only image linking different promotional communications with foreign countries. The team concluded that, as a small country with limited resources, joining efforts, budgets, narratives and graphic representation among those who wanted to promote the country was the only way to make an impact with an international campaign.

Consequently, they proposed a united country promotion campaign to the different sectors. The new, adaptable and common country’s macro story was launched in March 2024 after eight months of conversations and data collection from the main public and private institutions.