Bolivia, ready to launch its new Country Brand

By Orpan

Joaquín Rodas, Bolivia´s vice minister of Tourism, announced that a new Country Brand is set to be presented shortly.

"We practically have all preparations ready. Will hopefully start in February with a national launch campaign of internal empowerment for the Bolivian people before launching it internationally", said Rodas interviewed by newspaper La Razón.

According to Rodas, it will be the first time that Bolivia has an integral Country Brand, as the previous one ("Bolivia waits for you") was mainly a tourism promotor. "However, for the last two years a refreshed brand has been developed with different ministries, for it not only to be linked to tourism, but also to foreign investments and Bolivian values, culture and production".

The new brand was developed by one of the most prestigious brand building companies in the world, London based FutureBrand, which also designed the Country Brands of Colombia, Ecuador and Peru.