Argentina - Official Promotion Portal for Argentina

• VER_GALERIA

Introduction

In August 2004, President Nestor Carlos Kirchner instructed the Tourism and Media Secretaries to develop a Country Brand Strategy for Argentina (CBS). Therefore, a working group was formed with the collaboration of the Ministry of Foreign Relations, International Trade and Worship, which summoned more than 70 associations and organizations representing all sectors of production, services, science and culture in the country. After coordinating many ideas and proposals and reaching the consensus and conclusions necessary to design Argentina’s new position in the world, a selection process featuring Argentina’s main designers was put together to give a visual identity to the CBS.

As a result, the Argentine Brand is a reality that is starting to get promoted internally as well as abroad. This State policy develops a strategy program to promote the quality of the country’s offer, highlighting Argentina’s positive and unique values through a strategic plan estimated to go on until the nation’s Bicentennial, on 2010.

Initiatives 2005

Argentine Brand National Seminar: it took place on March 31st 2005 in La Rural exhibition center, which held nearly 1.300 participants on one day. This seminar’s importance went beyond its academic objective of debating issues and generating support for the making of a Country Brand Strategy (CBS): the building of consensus to obtain a representative, coherent and communicative CBS found its most significant institutional moment in the Seminar. For that, there was intense previous work in meetings and sector forums, where very valuable economical, social and cultural proposals were given. Within a strong participation, the seminar imitated that methodology, which reflects the Country Brand Program’s welcoming spirit.

Argentine Brand's visual identity design. It was made through a federal contest which took place between August and December 2005, in which 76 design companies and independents participated, 45 of which got pre-selected for the final instance. There, and through their work, they were able to – following the established position – show the different ways they had to match strategies with visual images. The contest (which awarded a $50.000 prize for the first place) was won by designers Guillermo Brea, Carolina Mikalef, and Coni Luna, whose work not only included the demanded logos and wordmarks, but a full network of symbols as well.

- Initiatives 2006 -

Official presentation of the Argentine Brand Wordmark: The 120th Argentinean Rural Society’s exhibition (between July 20th and August 1st 2006) was chosen to be the venue for the official presentation of the Argentine Brand’s visual design. A stand with photo exhibits and digital presentations on the country was set, from where merchandising and Brand related information was distributed.

Official presentation of the Argentine Brand to the tourism industry – TOURCOM 2006: The First Conference on Strategic Communication in Tourism of the Americas was held in the stock exchange facilities of Rosario city, in Santa Fe province, between May 28th and May 30th. This meeting aimed at strengthening the development of international tourism by consolidating professional communication between all the tourism industry’s actors as well as the relationship with the media, the growing promotion, and the crisis management capacity. Organized by the World Tourism Organization (UNWTO), in cooperation with the Country’s Tourism Secretary, this event was chosen to be the venue for the official presentation of the Argentine Brand to the tourism sector.

Summit of the Ibero-American Youth: Over 70 young people from 25 countries gathered in Buenos Aires on October 29th and October 30th 2006 to participate in the “First Summit of Ibero-American Youth”. As a conclusion, a document pointing out the meeting’s most important issues was presented to the “16th Ibero-American Summit”, which was held in Montevideo between November 3rd and 5th. The Argentine Brand supported the meeting, which invigorates the youth’s debate on the 21st century regarding real commitment to generate policies that solve the citizens problems.

Expocomex 2006: The Argentine Brand was there at the 4th Expocomex, the international exhibition of products and services for foreign trade, which was held in the Argentine Rural Society’s facilities between October 10th an 12th 2006. Being Expocomex a substantial meeting point for foreign trade, both for the country and the region, the institutional support goes along Argentina’s foreign trade promotion strategies and cooperation with exporting companies.

Automechanika Argentina 2006: The 4th edition of South America’s main auto parts fair was held between November 15th and 18th in the Argentine Rural Society, offering the chance to show a formidable situation for automobile post-sales market. The support of the Argentine Brand is substantial to a growing sector with a developing market, continuous investment and progressive job-creation. 

Latin American Seminar on communication and native communities: Taking on the Technological challenge: With the presence of native communicators, students and observers from several countries, this outstanding event took place between the 18th and 20th of October, 2006 in the city of Buenos Aires. It was a place for sharing experiences on native communication through Internet, audio-visual production and radio broadcasting. The Argentine Brand was there with institutional support as a part of the plural and diverse participation that invigorates democracy in the nation and in Latin America as well.

Launching of the institutional web site: The presentation of the Argentine Brand's visual design gave the opportunity to launch its digital presentation through a web site that will communicate past and present actions taken by Argentina’s CBS. The website’s design matches its network of symbols and it is constantly updated.

Institutional videos: For communication purposes, the CBS requires short and precise “spots” explaining what it does, how it works, its construction, its present and future. With that in mind, specialists were put in charge of designing several short institutional videos about Argentina, its values, people and the Argentine Brand itself. This products started to work at the same time that the Brand’s official website and the launch of its symbol network (July 2006)

Agreement with Aerolíneas and promotion at airports: The Country Brand’s visual image can be seen on the companies’ airplanes thanks to an agreement between the Ministry of Tourism and the Aerolineas Argentinas Company. In mid 2006, the first Boeing 747/400 was painted with the logo of the Country Brand Strategy (CBS), which is now on most aircraft. This way, Aerolineas Argentinas participates in the promotion campaign implemented by the National Government through the ministry of Tourism, the Secretary of Media and the Foreign Office. The country’s main airports (Ezeiza, Bariloche, Mendoza, Aeroparque, etc) also have signs and ad posters on display featuring the Argentine Brand’s visual identity. The objective is to spread the brand through national and international tourists.

Digital campaigns:  In the second half of 2006, campaigns were developed on digital media and web sites related to CBS activities, which contributed to strengthen the country brand’s communication strategy through the use of banners. This also created a very positive and great analytical interest within many websurfers regarding what the Argentine Brand is and how it is implemented.

Pinamar Screen 2006: The third edition of this traditional Argentine-European Film gathering took place between December 9th and 16th, 2006; and the Argentine Brand supported the event as the first action taken towards the development of Argentine cinema. Also, a general institutional agreement began to take place between the Secretary of Media and the INCAA, by which all Argentine films will carry the brand’s logo in order to stress their origins.

Support for Argentine sport: On 2006, the CBS begun endorsing those sport events which are decisive for Argentina. The ones that stand out were: the national basketball team in the World Championship of Japan 2006; the pato world championship, the Rally Tango Team, the Argentine official team in the rally world championship, among others. These first efforts aim at forming a wide “sport network”, which is contemplated in the strategy design to support and revalue the performances of Argentine atheletes worldwide.

- Initiatives 2007 -

Design of the Country Brand Strategy: The Argentina Country Brand Strategy was structured to work as a strong base for the launch of the Argentine Country Brand. This is the Country Brand’s “white book”, containing also 8 complementary annexes with everything concerning the launch and continuity of the “Program for the Development of the Argentina Country Brand Strategy”, which is conformed by representatives of the Ministry of Foreign Affairs, International Trade and Worship, and the Tourism and Media Secretaries. The strategic plan will go on up to 2010, and it contemplates the creation of a mixed public-private Institution to manage and administrate the Argentine Brand. This strategy was the result of  2 years work with multi-disciplined teams that covered most of the areas of knowledge, and a previous stage of diagnosis and consensus that aimed at structuring a stronger project, capable of becoming an actual State policy.

Integrated Program of Business Promotion and Foreign Markets Development: As of 2007, the Country Brand Strategy will join the initiatives of the Ministry of Foreign Affairs, International Trade and Worship, which are organized through the Sub secretary of International Trade, the Export.ar foundation, and the Foreign Trade Development Program. These initiatives are more than 400 activities of all kinds, going from multi-sector business missions, seminar, sectorial missions, Argentine weeks and reverse missions, to participation in international fairs and many types of promotion events. This program is a fine example of coordination and cooperation between the private and public sectors trying to make the best possible use of the synergies that occur between them. Also, this program expresses in a very concrete way the effort to come up with a common criterion between the Ministries, the Nation, and the Province States working on the issue. All of these activities are supported by the network of Argentine Embassies and Consulates abroad.

Promotional development of the Secretary of Tourism: The Country Brand is part of a unified communication promoting the initiatives of the Ministry of Tourism through the Plan of National Initiatives for Promotion, which refers to the participation in exhibitions, fairs, conventions and business meetings in the country. It aims at supporting the activities of the Federal Tourism Council and the private sector, which are oriented to the development of the internal tourism demand. The Federal Strategic Plan for Sustainable Tourism is another means of promotion, working as a reference for orientation and execution of the Nation’s multiple national and international initiatives regarding Tourism.

Patagonia and Tango 2007 Festival: The Argentine Brand was an outstanding sponsor of this event, which took place between April 27th and 31st in the city of Bariloche, where the Argentine Brand had its own institutional space as well as strategically located visual elements. It also was the back curtain for all the presentations in the main stage. This way, the CBS makes a contribution to promote typical elements of national identity, such as tango and Patagonia landscapes.

Mission to Bariloche: The Argentine Brand was there at the 1st Round of international buyers of Patagonia gourmet products. Organized by Proargentina, the round took place between March 21st and 23rd, 2007 in the city of Bariloche. The Country Brand was spread among national exporters and foreign importers through the representation of Lic. Lucas Pérez Breglia, a member of the CBS’ technical team.

Business mission to Madrid and Barcelona: The Argentine Brand had its presentation on the Old Continent within the context of the Argentine Republic’s Multi-sectorial Mission to the Kingdom of Spain. Under the Secretary of Media, and headed by Lic. Lucas Perez Breglia and Lic. Leandro Montivero, the CBS technical team had an active participation in the mission, lecturing in several seminars and business rounds that took place between May 26th and June 1st 2007 in Madrid and Barcelona.

Support for national car racing: “Rally Tango Team”: The Argentine Brand is a special sponsor of the “Tango Rally Team” guided by David Nalbandián in the Rally World Championship in Argentina, which was held in Buenos Aires (in the River Plate Stadium) and – for its second stage- in the Cordoba province. Apart from being present on the competitors’ cars and uniforms, the Argentine Brand also had a special place in the team's official presentation.

Mission to Ecuador: Within the context of the Argentine Multi-sectorial Mission to Ecuador, Country Brand Strategy technical coordinator Lic. Benjamin von der Becke presented the Argentine Brand in different sectors of local politics and business. The trip also invigorated government relations and the design of communication strategies of both countries.

Madrid Real State Hall (SIMA 2007): The Argentine Brand featured an institutional stand of 240 sq m in the Madrid Real State Hall which was held in that city between May 25th and June 3rd 2007. Through its promotion concept, it presented the ten more outstanding offers of national real state market. The CBS also had an active participation in the negotiations and business rounds which took place during the event.

“Puro Diseño” Fair: The Argentine Brand was present at the 7th edition of the “Puro Diseño” Fair, held at the Blue Pavilion of La Rural. It was there with an institutional thematic stand allowing visitors to have a closer look at the Country Brand Strategy. Between March 28th and April 2nd, 73 thousand people visited a nearly 12 thousand sq m venue where 270 designers exhibited their clothes, accessories, jewelry, equipment, objects, contemporary handicrafts, textiles, and lighting designs. For 6 days, designers showed their latest creations to local and foreign visitors.

Cannes Advertising Festival: With the Argentine Brand and national advertisement as two of its outstanding actors, the Cannes Advertising Festival was held at the Palais between June 17th and 23rd. With its own institutional stand -which held the ten more renowned agencies of local advertisement- and a giant poster at the pavilion’s entrance, the CBS was one of the stars of the festival, contributing to promote Argentine values and figures in the world of advertisement design.

Gualeguaychú Carnival: The traditional “Carnaval of the country” takes place on January and February in the city of Gualeguaychú, and in 2007, the Argentine Brand had an important presence there with a predominant giant poster. The objective was to begin placing some brand presence in the collective mind, thus strengthening its representation abroad and home as well.

Book Fair: In the context of the 33rd Buenos Aires International Book Fair, the Argentine Brand had an important institutional presence, through its own stand and advertisements placed all over the venue, including brochures specially made for that event and different sized posters distributed thruought the premises. It also organized a debate entitled “The mark of Argentine culture in the world”, which took place Thursday, April 26th 2007 in the José Hernandez Hall, with great attendance of both public and media. The debate was held between Osvaldo Bayer, Alejandro Dolina, Danile Filmus and Felipe Pigna. Journalist Sandra Russo was the moderator.

Gardel Music Awards: The Argentine Brand had a distinctive presence in the Gardel Music Awards held in the Luna Park stadium on April 17th 2007. As an official sponsor of the awards, the CBS was there both at the red carpet as well as throught the stadium. During the television broadcast the Brand’s short ad could be seen, as well as posters surrounding the main stage, and visual elements in the press room.

Argentine Technology in Barcelona Day: On May 16th, the Seminar Argentine Technology in Barcelona Day was held in the context of the Business Sector Mission to Barcelona organized by the Sub Secretary of Small and Medium Enterprises and Regional Development of the Ministry of Economy and Production, through the Proargentina program with the collaboration of the Country Brand Strategy, CESSI, and Bairexport, which was held between May 14th and 18th 2007 in Barcelona. The Seminar was completed with Business Rounds with local peers and tours through the city’s companies and technological parks.

Clarín newspaper’s World Culture Section: In the context of the 33rd Buenos Aires International Book Fair, the CBS presented (together with Clarín newspaper) a 13 page color section with all necessary information regarding the Argentine reader's preferences and consuming habits, a product that aimed at promoting the country’s strongest cultural values.

Country Brand’s Section in Gente magazine: On May 15th Gente Magazine presented 12 fortnightly sections featuring everything there is to know about the Argentine Brand. A guide to understand a growing country regaining self-esteem. A live proof of its history and development through the Nation’s great men and women, incredible landscapes, and all the technological innovation facing the future. With this product, the CBS aims at reaching a bigger audience by communicating a more and more recognizable and homogenic collection of symbols in order to firmly address the international market.

Automobile Hall 2007: The 4th International Automobile Hall was held between June 14th and 23rd 2007 at the Palermo Fair Venue, where the Argentine Brand had its own thematic stand for visitors to learn more about the CBS. Promotional and educational material on the initiative was also distributed.

ArteBA Fair: Between May 18th and 22nd, the ArteBa Foundation presented the ArteBA ’07 Fair, a focal point and a promotion platform for contemporary art, where curator projects were presented, together with art galleries, institutions and organizations supporting and promoting contemporary art. It also brought a chance for participation and discussion through a wide range of debate groups. The Argentine Brand participated in the event with an institutional thematic stand which gave visitors the chance to know more about the Country Brand Strategy.

National Snow Festival: The 37th National Snow Festival took place between June 20th and 24th in the city of San Carlos de Bariloche. The Argentine Brand had a special institutional participation with ads present in different activities: the voting of the Snow Queen, the traditional torch parade from the Cathedral Mountain, and several artistic performances.

Integration of the “Alimentos argentinos” seal: The “Argentine Foods, a natural choice” quality seal was created by the Secretary of Agriculture, Livestock, Fishing and Foods to promote and position the growing rural industry’s products worldwide. The CBS technical teams have begun working along the teams in charge of the seal in order to ensure the quality of the exportations of those products through the use of the seal itself and also the Country Brand's logo. All of this falls into the wider context of the Argentine Brand’s quality strategy.

Sub brand strategy: CBS technical teams have begun working together with the areas of the Ministry of Interior concerning municipal and provincial development, in order to conduct a thorough brand survey of municipal and provincial communication strategies working through municipal and Provincial Brands. All this takes place within the context of the sub brands integration effort, towards synergizing these processes with the CBS in order to equalize the outgoing message.

Quality strategy: To preserve the correct use of the Argentine Brand in all communications and ensure the filling of quality management requirements from the products and services making use of it, the effort on the Argentine Brand quality strategy (in order to allow the private sector to use it) is now a joint task between with the technical teams of the Argentine Materials Rationalization Institute (IRAM) and the Argentine Accreditations Organization (OAA)

5th Argentine Tennis Cup: Held in the facilities of the Buenos Aires Lawn Tennis, it lasted 4 days (from Thursday December 13th to Sunday 16th, 2007), and included outstanding tennis players such as Juan Mónaco, Nicolás Massú , David Nalbandian, Luís Horna and Juan Ignacio Chela. The five year old tournament was entirely broadcasted by ESPN. David Nalbandián won the championship. The Argentine Brand’s promotion initiatives were: a tent/stand with merchandising and promotion personnel; an ad spot on ESPN; the Brand's logo on the court were the event took place, the conference room and the VIP area; and special Merchandising Production.

- Initiatives 2008 (ongoing) -

“Puro Diseño” Fair: The Argentine Brand was present at the 8th edition of the Puro Diseño Fair (Pure Design), which took place in La Rural’s Blue Pavilion. As it did in 2007, the Brand was there with a thematic institutional stand helping visitors to learn more about the Country Brand Strategy.

Cannes Advertisement Festival: as it did in 2007, the Cannes Advertisement Festival was held at the festival’s Palais, France, between June 15th and 21st 2008, with the Argentine Brand and Argentine advertisement as two of its outstanding presences. With its own institutional stand, once again it was one of the stars of the festival, contributing to the promotion of Argentine values and figures in the advertisement design world.

Expo Zaragoza: The Nations World Fair is held in Zaragoza, Spain, between June 14th and September 14th. There is an Inter Ministerial Comission leaded by the Foreign Office, with representatives from the Secretary of Media. All Argentine Brand related activities in the event will be integrated there.

Continuity of 2007 projects: www.argentina.ar, sub brands strategy, quality strategy, Integrated Program for Business Promotion and External Markets Development.

Book Fair: In the context of the 34th Buenos Aires International Book Fair, the Argentine Brand had an institutional presence through posters, which were distributed all over the venue.

Cosquin National Folklore Festival - 2008 Edition (January 19th – 27th): Argentine Brand participation as a sponsor, through posters set in the main stage.

TELMEX Tennis Cup 2008: Held in Buenos Aires between February 16th and 24th, it is the only world tennis competition within the ATP with players and spectators from all over the world and national and international TV broadcast. David Nalbandián was the champion. The Argentine Brand’s promotion initiatives were: a tent/stand with merchandising and promotion personnel; TV spots; the Brand's logo on the court were the event took place, the conference room and the VIP area.