It is rare that a country going through a period of historic transformation does so in a manner that is revealed so clearly and at a global level. The Chilean paradigm is changing and so is the image that Chile will be projecting to the world over the next 10 years. In the past, Chile may have been known abroad for its scenery and nature, but as of today, it will also be recognized for its people and the talent we have to contribute from this corner of the world. Starting today, beyond inviting people to visit Chile, we will venture out into the world with something to contribute through agents of change.
That is the essence of Chile’s new brand strategy for 2020-2030, which Foreign Affairs Minister Andrés Allamand and Imagen de Chile Director Constanza Cea launched today at the Museum of Visual Arts. The first audiovisual piece of the ‘Chile Creating Future’ (#ChileCreatingFuture) campaign premiered today and is to be rolled out internationally.
Also attending and participating in the event were the people highlighted in the campaign: Chileans whose businesses have gained traction abroad and created value and brands with purpose, like NotCo, Betterfly (Burn to Give), Wheel the World, Karün, Viña Emiliana, Bosque Hundido, Solubag, Algramo, Fundación Basura, Balloon Latam, Socialab and ArchDaily. Their stories reflect the creativity and social and environmental awareness that are characteristic of Chilean innovation. They aim to inspire the world and contribute towards building a better future.
Minister Allamand presented the new brand strategy for 2020-2030 as one designed to differentiate Chile from other Latin American countries by focusing on what Chile has to contribute to the world. This is a departure from previous international promotion strategies – rather than inviting people into the country, we are moving towards portraying Chile as having something to contribute to the world. Minister Allamand, who is also the president of Fundación Imagen de Chile, welcomed the work done by the institution and emphasized that it is now time to “switch from scenery to people, from geography to innovation, from growth to sustainability and from what the country receives to what it contributes.”
“What we want to begin instilling is the idea that Chile is a country with international drive, that cares about the world, is integrated with and feels part of this world, and aims to contribute. To that end, we want to portray an image where inviting visitors in begins to coexist with positioning ourselves abroad,” emphasized Minister Allamand.
Imagen de Chile Director Constanza Cea noted that the strategy is renewing the way in which Chile portrays itself to the world: “The core message about how we want to portray Chile to the world needed to be updated and unified. ‘Chile Creating Future’ (#ChileCreatingFuture) is a message that speaks about the Chilean people of today, about how our talent and creativity can provide different answers and contribute to shared needs around the world. We are a young country that is connected to the world and building its future. The future is not just technology and AI; the future is connecting with nature, healthy lifestyles, clean energy and collaboration. All this adds value to the Chilean brand, which in turn translates into opportunities for all Chileans.”