What is Colombia is Passion

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¿Qué es Colombia es Pasión?

What is Colombia is Passion

Identity heart

Colombia is a country rich with opportunity, . It has improved its security situation leaps and bound, accompanying it with social and economic development. The stellar rise in foreign investment, commerce and tourism is largely unsung abroad.

It was important, therefore, to turn Colombia’s image around and create a roadmap to understanding the country’s reality. Colombia, though not without problems, has lost many opportunities, (tourism, investment and commerce) due to wild misperceptions.

GENERAL GOAL

The Country Brand looks to improve the country’s image abroad and generate knowledge and trust in it so better and greater opportunities can be accomplished in terms of commerce, investment and tourism.

SPECIFIC GOALS

Internacionally:

Ensure that information on Colombia published abroad is more positive and closer to the reality.

Involve and commit the highest number of personalities and institutions in promoting the country.

Position Colombia is Passion as a successful country branding strategy.

Nationally:

Spread the word on Colombia is Passion and its strategies employed to improve Colombia’s image abroad.

Teach Colombians to identify and own the brand.

Obtain the business community’s backing for positioning and mass distribution.

Convert Colombia is Passion into a recognizable and well-know brand by different public and private organizations.