Chile. Creating Future

The on-going digital campaign “Chile. Creating Future” is an integral part of the long term strategy of the Chile country brand agency Imagen de Chile —who manage Marca Chile (the country brand)— to position the country abroad by changing the focus. This change is meant to turn the attention from the diversity and beauty of its landscapes into the talent and the contributions of its citizens to create a better future for Chile and the world.
Hence the latest campaign stage's slogan: If Chileans create future, Chile creates future.
This campaign —which is primarily audiovisual— has been exhibited mainly digitally, and has focused on Chilean men and women from all walks of life and fields of work, who have put their talent into contributing for the future through the caring of communities, sustainability and improving the quality of life.
The 3-phased strategic campaign began in late 2020, focusing in audiences 18 through 65 y/o, with interests in sustainability, entrepreneurship and innovation, from 4 cities of the target markets studied by the country brand: New York, London, Madrid and Sao Paulo. Furthermore, to boost the reach and depth of the strategy, Fundación Imagen de Chile worked closely to engage its main stakeholders —ministries of Tourism, of Economy, sectorial brands, foreign investment and exports agencies, and embassies around the world— collaborating with them, promptly sharing briefs, material and outcomes and being actively present in international events around the globe with the campaigns and main concept of “Chile. Creating Future”.
The results so far have been 142,553,496 people reached, 35,197,810 views and 1,337,983 visits to the marcachile.cl website, where the country brand increases the scope and the drive of Chilean’s contributions to creating a better future.