Chile’s new brand image for its exports and slogan All Ways Surprising launched amid much fanfare almost six months ago is in danger of becoming a lame duck if it does not receive direction soon.
Producers’ leaders have been quoted in the Chilean national press expressing their concern and calling for action. The new image campaign took a year to bring to market and cost some $150,000 to draw up. But it has been much maligned because of the clumsy English of its slogan and the fact that it has only made appearances on Chilean government websites and through the Chilean Fresh Fruit Exporters’ Association sponsorship of the national ski squad at the winter Olympics.
Presidential elections earlier this year have interrupted the progress of the campaign and so far style guides and other material for its implementation have been slow in coming forward to those organisations interested in using them.
Financing is crucial, CFFA president Ronald Bown was quoted as saying. “We need fresh funding,” warned Bown. “With what we have currently, it is impossible to implement the publicity that is required in our destination markets.”
He said he believes that the necessary funds do exist within the national budget, and it is a question of the political will of the new administration under Michelle Bachelet whether or not to promote Chile overseas.
