Burson and Costa Rica Tourist Board seek Hispanic PR pros and opinion leaders' help in redefining country's brand image
SAN JOSE, Costa Rica – The Costa Rica Tourist Board (ICT), in a joint effort with its agency of record Burson Marsteller, the Presidency of the Republic of Costa Rica, the Ministry of Foreign Affairs and Culture, the Costa Rican Promoter of Foreign Trade (PROCOMER), are in the process of creating a new brand for Costa Rica nationally and internationally.
Country branding is a process that entails much more than a slogan or a logo. It requires intense research in order to create a communications strategy that is focused on key audiences, sectors and markets while based on a series of values that reflect the Costa Rican society as a whole and by which citizens can identify themselves with.
For the current phase of research, the country is using several quantitative and qualitative methods that will allow them to identify the country’s strengths, weaknesses and its perception on a national and global stage. Burson and Costa Rica’s tourist board are seeking feedback online from both opinion leaders and marketing PR pros. If you would like to participate in the process, visit this link to contribute your thoughts and ideas, http://www.costaricabranding.com. The form will take approximately 15-20 minutes of your time and needs to be completed by June 19, 2009.