'Colombia is Passion' is a campaign that started about 2 years ago to rebrand Colombia. Nowadays a lot of countries have their own brand and logo: India, Brazil, Australia, etc. This is not only an effort of the Colombian government, but of the businesses, cultural and educational institutions, and of all the Colombians as well. You can learn more at ColombiaisPassion.comOf the many entities tied to 'Colombia is Passion,' the Fondo de Promoción Turística Colombia (tourism board) developed a new message to increase international visitors/tourists in Colombia and tied it with the Colombian brand. When I was coming back to the States in January I saw many billboards throughout El Dorado, Bogotá's international airport. I basically fell in love with the message because I was seriously considering not coming back to the States. Find more about traveling to Colombia at: VisitColombia.com
In December, two friends from school decided that they wanted to backpack throughout Colombia in January. I told them that they should definitely go for it, that the country was now a safe place to visit. And they indeed came down and stopped by my house for 2 days, which is in the mountainous region where the majority of Colombia's coffee comes from.Overall, I'm pretty proud of the campaign and the collective efforts of Colombia to have a better international image. Although the image below does make it look like Disneyworld's "It's a Small World" ride, I still like it a lot and have that same sombrero that is soaring. The sombrero is called a "Sombrero Costeño" which comes from the Atlantic coast of Colombia, Barranquilla in particular.
Client: the people of Colombia
Agency: Proexport and Sancho BBDO, Colombia
Facebook Groups:
Colombia, the only risk is wanting to stay - Discussion boards on traveling to Colombia are quite educational especially for those visiting for the first time.
Colombia es pasión - Group composed of people who love the country, Colombians and others from around the globe.
1 comment:
I just put wrote this on your facebook note, but I think it's worth posting here as well...
Well, I honestly believe that if the said entities truly do want to create an impression of a better, ameliorated Colombia then they need to put some more money in advertising, OUTSIDE the country.
Most uneducated people (pretty much the whole world, or a big ass chunk of the U.S. anyhow) have a very bad impression of Colombia. In fact their knowledge doesn't extend beyond the fictional portrayals of Colombia in trivial Hollywood films, that and cocaine and coffee. But yes, there definitively needs to be an overhaul of global advertising. Colombia is truly a beautiful country with wonderful culture, ambiance, people, weather, architecture (especially with the developments in the last two decades or so) and a country with copious natural, exotic beauty, which emanates not only from our breathtaking landscapes but also from the people.
There is a huge market for adventurers (like backpackers and people who just enjoy traveling) as well as families, honeymooners, etc. which has yet to be tapped! Also, people who have a fondness for archaeological discoveries or who want to learn about extinct civilizations like the Chibcha and other Andean civilizations would have a ball in Colombia.
In fact I utterly believe that we are sitting on a lot of money that could not only come from transient travelers, but also from people who would, as the advertisement said stay there... Plus the subsequent money that they would spend (hotels, car rentals, food, and material goods, etc.) I just hope that COLOMBIANS tap into this money before some overseas entity realizes the immense potential that this country has and starts exploiting it. Hence, we need to do this. And you, Camilo have that BA in advertising, I'd get planning right the fuck now...
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