September 4th, 2013 (InsideCostaRica.com) Ditching its “No Artificial Ingredients” slogan, Costa Rica unveiled its new “brand” yesterday with the slogan “Esencial Costa Rica” (Essential Costa Rica), which it hopes will attract more “sophisticated” tourism and foreign direct investment.
Minister of Foreign Trade Anabelle Gonzalez said that the brand aims to highlight the virtues of Costa Rican culture, including the “authenticity and entrepreneurship” that characterizes Costa Rica, as well as the country’s environmental commitment, governance and democratic stability in a troubled region.
The development of the new brand – which consists of the logo and a video – cost $650,000. The cost does not include the promotion of the brand to the world.
Not everyone is happy with the new branding. Opposition lawmakers are upset with the colors used prominently in the new branding – white on green – which are the colors of President Chinchilla’s National Liberation Party (PLN), calling the choice a “subliminal message” and in “bad taste.” Lawmakers pointed out that the national brands of other countries usually include patriotic colors from the flags of each nation.
Marketing experts are also criticizing the new brand, saying that the word ‘essential’ by itself is meaningless.
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