The Essence Is You

The Essence Is You

Learn about essential Costa Rica's Best Communication Strategy 

Entered by essential Costa Rica

In the year 2018, Costa Rica chose a new president in the country’s second round of democratic elections. However, this was an atypical electoral process, full of tensions, discussion and two political parties with totally opposing ideologies, which wound up completely polarizing the population. Costa Rica has always been a country known for its tourism attractions. Essential Costa Rica, its country brand, also seeks to have it known for its people. But on this occasion, as had not occurred in many years, its people continued to be divided even after the elections. In this environment, the challenge was complex: How can a country brand reunite a country so divided by political discourse?

The Place Brand Portfolio is City Nation Place's searchable portfolio of Awards case studies from the past five years.