You Will See, the Marca Chile campaign to project global image | News
Marca Chile, the organization responsible for promoting the country’s image abroad, has chosen “You Will See” as the motto for its campaign, aimed at strengthening institutional and business relationships, generating strategic content and promoting a positive perception of the country.
The ‘You Will See’ initiative started in São Paulo (Brazil) and traveled to Madrid, New York and London. ‘You Will See’ focuses on four main pillars: innovation, tourism, clean energy and gastronomy.
The director of Strategic Alliances of Marca Chile, Víctor Palma, said in an interview with EFE that the aim is to show “who is behind every product, every service and also the potential of clean energy, as Chile is making a name for itself [in this sector] in Latin America.”
“The aim of the positioning campaigns is always to raise awareness of our country. However, through the various activities that Chileans undertake outside the country, we can promote the positive image that we want to convey,” Palma added.
Enzo Abbagliati, executive director of the Fundación Imagen de Chile, pointed out that the initiative is part of a sustainable strategy for international projection. “Country positioning is an ongoing process. ‘You Will See’ is part of a broader strategy to raise Chile’s profile internationally and provide visibility in key markets.”
The event at the Kitchen Club in the Spanish capital focused on gastronomy. Participants were able to taste a selection of Chilean products, along with a cooking demonstration of dishes such as clam, scallop and white fish ceviche with pisco sour granita, pichanga verde and pastel de choclo.
Chilean chef Carlos Pascal, founder of Kitchen Club, said Chile’s diversity, with almost 6,500 km of coastline and flanked by the Andes Mountains, inspired the menu. He also wanted to “pay tribute to the Latin American countries that today form part of the culture and enrich the cuisine.”
Karin Avaria Pardo, the owner of La Guatona restaurant in Madrid, agrees that Chilean cuisine is not yet as famous as Mexican or Peruvian cuisine, but she believes its popularity will gradually increase, making Chilean empanadas, lomitas and completos better known.
Marca Chile has awarded La Guatona the ‘Made by Chileans’ recognition for its role in promoting Chilean gastronomic culture internationally.
Fundación Imagen de Chile is an organization whose mission is to promote a positive and robust image of Chile internationally. The foundation is responsible for the management of Marca Chile.
