Colombia is Passion is a brand that strives to improve the image of Colombia abroad by generating trust among foreigners, with the aim of obtaining more and better opportunities in the fields of trade culture, investment, and tourism.
Since 2005, Colombia is Passion has been working to show Colombia´s reality through a brand, depicting everything that makes Colombia a privileged nation on a logo: the passion of Colombians through the red, its loving people through a universal symbol, and a cup of fresh coffee by mixing some graphics elements. Once the image was created, a persuasive slogan was built: the only risk is waiting to stay. Then both logo and slogan started to generate emotional connections and experiences.
At that time, this video was watched by millions on YouTube, raising plenty of conversations. Little by little the content was enhanced through social media tools and ultimately Colombians committed to becoming ambassadors.
The Colombia is Passion brand works locally in the development of communication campaigns. From the outset, the brand has counted on funding from the private sector, which found a marketing and trade opportunity for their goods and services in the country brand. Any product that includes the Colombia is Passion’s brand on its package, strengthens its image and increases sales.
The brand has propagated a lifestyle; Colombians live, feel, wear, and show off the heart proudly. By using t-shirts, mugs, pencils, sweaters, hats, umbrellas, stickers, flags, etc, they not only disseminate the message, but also develop a strong sense of belonging.
The most remarkable pieces are the huge Colombia is Passion’ hearts that are been temporarily placed in the largest cities all over the world. Many Colombians are promoting and organizing this tour in the cities they are living. Washington witnessed this initiative a month ago, attracting almost 300,000 people. The project has had enough funds to even launch an advertising campaign in the United States -the first Colombia´s commercial partner.
To build a trusted brand, Colombia is Passion has engaged and empowered ambassadors. There are stories running through social networks about those Colombians who have stood out in terms of art, music, sports, politics, science, and so on. There are also stories about ordinary people who telling their patriotic stories.
Let’s see the strategy. Colombia is Passion provided Colombians with a brand and some media outlets so they themselves changed the country image overseas by influencing foreigners. This is a clear representation of the three revolutionary online behaviors that Kelly Mooney stated on The Open Brand: creating, sharing, and influencing.
I have nothing to criticize about this young brand. From bottom-up, the brand got to position among Colombians in four years. The brand wisely acknowledged the importance of social networking and public’s content creation as new source to engage people. The brand attracted the private sector support by mobilizing Colombians worldwide. With economical sources and thousands of ambassadors, Colombia is rebuilding its image. Today, this project embodies an idea, a brand, a lifestyle, a movement, the hope of an entire nation.
I do not want to bore you with statistics. My testimony is much more convincing. As Colombian, I will tell you that I cried when I first watch the video. Next, I forwarded it to all my friends. I now belong to several communities that back this project. I participated in the Washington event. I’ve read international newspapers that show this different face of my country. I’ve also spoken with Americans who have followed this campaign and have a more benevolent view of Colombia. I hope you are totally convinced that Colombia is now a friendlier and safer country to visit and invest in.