|
| Concept & History |
| Advantages of eBizguides over other Media |
| References |
| Distribution Points |
| News |
| Scholarship Programs |
| Join Us |
Country Image of Colombia How was the Country Image department within PROEXPORT contemplated and created ? It all started with a common will, shared by private and public sectors of society: The need for changing the perception of Colombia abroad. It was common by then – and still today in some locations- for our country been perceived as a place were it was all about narcotics, armed conflict and drug-dealing. What really happens here sometimes is even smaller in dimensions than what happens in other countries, particularly city cases such as New York, or Miami. Mexico, for example is a country which counts on a very unpleasant record on it: The country with the most kidnappings of the world. Nevertheless this is a fact usually kept away from foreigners. Mexico has on its behalf a very good image. The country has undergone through clear country branding strategies translated in a “Mexico brand”. What happens is that our department (Country Image) has a significant influence in the tourism sector, which is the reason for people tend to confuse us with the tourist-oriented specific campaign. The process of branding Colombia started in mid 2004 and the campaign was finally launched in 2005, having allowed us nowadays to present ourselves as very successful and important country brand strategy. Which were the first steps? The first step was an internal analysis; a domestic observation in search of our competitive advantage as country. This allowed us to determine the identity and architecture of the brand “Colombia is Passion.” We toured through the country; we became interns of its reality, travelling from region to region interviewing fellow nationals. We were able to get in direct contact with Colombians and their beliefs; we captured their motivation, attitudes, qualities and expectations. Having gathered this data we were able to establish that what differentiate our country from its similars on a global basis was: Our people. The second step was to establish the country brand itself. This was structured on a competitiveness frame in order to reduce the gap between perception and reality on regards to our Country. This process was executed in terms of two leading paths: Domestic and international. On a domestic level, it was designed to raise awareness, and national empowerment. It was important to make Colombians themselves believing on the brand, otherwise it wouldn´t have made any sense to launch Colombia is Passion on its international chapter. Could you tell us about current actions within the Country Image Department? Nowadays our campaign has been launched nationally and internationally. Colombia is Passion’s biggest strength, I would say: is the fact that it is an initiative that unites all Colombians. It reflects the hard work of the National Government, National Secretaries, Federal Institutions, Colombians living abroad, and Colombian opinion leaders, among many other well-targeted groups playing an active role within Colombian society. We especially work with the media. We are clearly aware that from an outsider perspective it is very difficult to understand our message; particularly if you are constantly exposed to bad news. So the point is; if you bring someone to this country, and allow him/her to see with his/her unaided eyes and live Colombia from a real internal perspective, he/she will notice that our country is much more than what the media has historically intended to frame. One our flagship actions is oriented towards inviting foreign journalists and writers from different sectors, in order for them to see the country, and if they are convinced, promote it from their editorial skills. In addition, we work with our embassies and consulates around the world, since they are the first links on a diplomatic level that we have. Also there are well-structured groups of Colombians abroad who play an active role on our strategy, internationally speaking. Another group we work with consists on the importers and commerce-oriented organizations and individuals, which benefit from Colombia’s development and renewed image. Every group needs a different approach strategy; national and international, journalist, diplomatic, business, etc. What are the strengths of Colombia? There are a lot, and I am not pretending to vice my opinion as a Colombian citizen, but Colombia has several advantages. Everybody will agree on Colombia having everything within its borders. In Colombia there are oceans, beaches, all types of weather year round, colonial and modern architecture, exportation crafts, an exquisite coffee, the most beautiful flowers in the world, thousands of beautiful women, art, music, and the biggest variety and exquisite gastronomy. We are a country full of talented, hard working and very kind people, with one thing in common: Passion for everything we do. Many Colombians have achieved great recognition worldwide. Among them, we have Master Fernando Botero, who has exposed his work in the main capitals and museums of the world; Shakira; Juanes; Carlos Vives; Fonseca; Fanny Lu and Toto La Momposina, winners of various Grammys and sellers of millions of records. Juan Pablo Montoya, champion of the Kart Formula, also a Formula 1 pilot and now of Nascar; Edgar Rentería and Orlando Cabera baseball players of major leagues in the United States; Camilo Villegas, and of the youngest and most followed golfers from the PGA Tour; Iván Parra, who obtained important results in two Turns of Italy; Carlos “el Pibe” Valderrama and Iván Ramiro Córdova, football players of international status and who have stood out in Europe; María Luisa Calle, cycling Olympic medal; María Isabel Urrutia weight lifting Olympic medal; Gabriel García Márquez, literature Nobel prize winner and one of the writers with most recognition worldwide. Colombia is located within the most diverse regions of the planet, which makes us an excellent touristy destination as it has been pointed out by several international communication means, such as 'Lonely Planet' which chose Colombia as the ninth touristy destination in the world for the year 2006 and National Geographic which just gave us the recognition as the best touristy destination for adventure in the planet in 2008. A full year in Colombia would not be enough to see and enjoy all of our carnivals, festivities and festivals: the Carnival of Barranquilla, the Cali Fair, the Book Fair, Rock in the Park, – the world´s biggest free rock festival, Colombiamoda, The International Orchid Exhibition, The Iberamerican Theatre Festival– the biggest theatre festival in the world– among others. Colombia is a country of opportunities and a focus for investments. We are considered as one of the four more interesting emerging markets to date, worldwide leaders in the production of coffee, oil, textiles and flowers. We have a 6.8% annual growth, two points above from our neighboring Latin American countries. We are a center generator of products and services of great quality. Colombia has a great and strategic geographic position in the American hemisphere. On one hand, we are a linking point between the countries of the North and South hemisphere, and on the other hand we have wide coasts over the Atlantic and Pacific oceans, as well as jurisdiction over a stretch of the Amazon River, in the Amazonic trapezium, reason why we have been called “Country of the three oceans”. Said location, allows us to be the door of entry to South America and to count with different ports towards the rest of America, Europe and the Pacific Basin. Thanks to its geological, climatic and physiographic complexity, the Andean Region of Colombia is worldwide recognized for its high ecosystem diversity, being the second richest country in biodiversity in the whole world. Bogotá, our capital has received 11 international awards in the past 7 years. It was chosen as the City of Peace by the UNESCO, Iberamerican capital of culture, world capital of the book, and winner of the “Swiss Travel Award” in the category “Destinations to be Discovered” in 2007 . Bogotá offers a diverse and passionate night life, there is something for every life style, nationals and travelers can find a huge variety of gastronomic offers, and more than 7,000 bars of all types. Bogotá has 25 golf courses that have been recognized by the PGA Tour and the biggest net of public parks in Latin America such as Parque Simón Bolívar which is 40 hectares bigger than the Central Park of New York. The city has the biggest net of cycling paths for a non coastal city in the world. In a poll carried out by the magazine “Foreign Policy Journal” in 2006 to 1,300 American diplomats about 200 destinations where there are embassies of their countries, results showed Bogotá as one of the “dream cities” to live in. Cartagena de Indias, founded in 1533, and national pride, was declared by the UNESCO as “Patrimony of Humanity”. It has 13 kilometers of walls, 21 bulwarks and 7 forts; besides of squares and pedestrian streets which characterize the city as a “Colonial Jewel”. Here, various important international events take place, such as: the Hay Festival, the Classical Music Festival, and the Theatre Festival of Cartagena. What are the points of improvement? How will Colombia look like in three years? One thing I would point out is bilingualism; especially in the tourism sector. We are also working on the constant improvement on the quality and diversity of export goods. Colombia will be a country known for its stable economic growth, its quality, and its great people. People have gotten used to all the bad things that happened in the past. We are showing the world that we are not living in the Colombia we used to live ten years ago. Colombians are very passionate about their country, but still have to be even more enthusiastic on believing and showing the world the country we now have. Can you tell us about the Colombian cycling group you sponsor? They cycle on an international level. On the 10th of May, they will participate in the tour of Colombia and then our Sub- 23 variant will go to the tour of Medellin which is another very important race within the national cyclist circuit. After this, they will participate in many other national and international competitions. This team has been, like in every other sport, a very important tool to improve the image of Colombia. The team performs very well and practice hard, with responsibility, professionalism and huge Colombian passion. From the 35 races we participated outside we won 30 of them, that’s a really good record ! What would be your personal message to our reader willing to come to Colombia? Come to Colombia and live all of its passion. |
 |
