Costa Rica
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Building a brand with a compelling vision for the future
In 2009, the Country Brand Committee worked in the development, structure, and momentum of Country Brand Costa Rica, involving public and private sectors: the Ministry of Foreign Trade (COMEX), the Costa Rican Tourism Institute (ICT), the Foreign Trade Promoter (PROCOMER) and the Costa Rican Investment Promotion Agency (CINDE), and the Ministries of Foreign Affairs and of Agriculture. Previously, Costa Rica's “No Artificial Ingredients” based its value proposition specifically on tourism and all efforts were aimed to improve the country's performance in that field. The evolution from brand destination to the country brand was guided by the necessity of a broader positioning that includes investments and foreign trade, setting up the differentiation and competitive advantage of the country on a global scale.
In a concentrated and preserved territory with a privileged location, Costa Rica combines characteristics such as a strong commitment towards the environment, constant promotion of education and peace, access to a health system and a development plan based on future industries, from technology to food. So, the brand balances what Costa Rica has and what the world needs in terms of tourism, investment attraction and export promotion, bringing an identity whose greens rescue the country's reputation as a guardian of its natural resources and biodiversity.
"We knew that the Costa Rica country brand had to take a leap into new topics and new audiences without losing what it had already earned in terms of tourism and sustainability. The challenge was to open up to productive and service sectors and make them truly promoters."
Florencia Cueva, Brand Strategy Director
