Possible changes to Country Brand

By Pittaluga Abogados

Uruguayan government analyzes enlarging the Country Brand "Uruguay Natural" considering its actual meaning is clearly positive but somehow limited because it´s built to promote the varying natural attributes of the country: beaches, cruiser tourism, hot springs, recreational fishing, birding, lake and river camping, horse riding and touristic farms, among others.

Authorities feel the need of enlarging the brand in order to highlight internationally another principal advantage of Uruguay: the quality of life it provides to citizens and visitors of all ages and nationalities. "We want to associate Uruguay Natural with well-being and quality of life," said National Director of Tourism, Benjamin Liberoff, to Búsqueda weekly newspaper.

As part of a possible brand reposition and rearrangement, the Ministry of Tourism held on June an international Country Brand forum with the intention of grasping the industry´s global trends. The Ministry has also begun to study alternatives for the creation of a new structure to manage the country brand, with a larger and more specialized work team, bigger budget and the application of innovative publicity formats to direct promotional campaigns onto a more identified consumer and market, related to the use of Internet and Internet search engines.