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Haiti - Economy : New COUNTRY brand
25/01/2019 07:45:59

Haiti - Economy : New COUNTRY brand
It was in the Mupanah Gardens yesterday Thursday that the new country brand was unveiled by the brand committee represented by Tessa Jacques, CFI General Director, Jean Michel Lapin, Minister of Culture, Marie Christine Stephenson, Minister of Tourism and Creative Industries, Georges Barau Sassine President of the ADIH, Béatrice Nadal Mevs, President of ATH, Martine Cuvilly, Representative of the CCIH. This brand is the result of more than a year's work by a world-renowned company FutureBrand, creator, among others, of country brands of Peru and Costa Rica, in collaboration with members of the committee.

The press discovered Haiti's new visual identity as a preview at a press conference. This new brand, whose design has been based on numerous country visits and more than fifty interviews, promotes country's simplicity, values and personality, particularly its creativity and pride. This multicultural wealth, preserved by our people, is therefore at the heart of our new brand identity, verbal and visual.

"The creation of a new country brand is part of the CFI roadmap and this multisectoral project involves the private sector and the public sector. It will attract international investment but also promote tourism, encourage exports, share our culture while forging solid opportunities," says Tessa Jacques, CFI's general director. From now on, public or private entities will be invited to communicate on the different facets of Haiti under a single visual identity.

AYITI YON TÈ, YON NANM !
HAÏTI, UNE TERRE UNE ÂME
HAITI, LAND WITH A SOUL

This identity, presented in its original form in red, or white on red, in both official languages, is accompanied by a signature phrase that positions the country. This one exists in Creole, in French and in English. In the field of investments, the country brand will be associated with the verbal complement "Forging solid opportunities". After the unveiling, the country brand was displayed on media and served as a backdrop for shooting with journalists present.

Why a country brand?
Like brands, countries are competing when it comes to attracting the attention of tourists, the trust of buyers and investors and the respect of other nations. Destinations that create strong and positive brands have a significant competitive advantage and greater resonance with key audiences.

How is a country brand created?
The work on the creation of the country brand began in October 2017. It is a collective work that brought together the Center for Investment Facilitation (CFI), the Ministries of Tourism and Culture, the Tourism Association of Haiti ATH), the Chamber of Commerce and Industry of Haiti (CCIH) and the Association of Industries of Haiti (ADIH). This work was done in collaboration between this committee and FutureBrand, a company specializing in the brand, expert in the field of country brands and who designed those of Peru, Costa Rica, Argentina and Chile, among others.

The experts explored and sought to know the country by meeting diverse groups and conducting more than 50 key informant interviews. Members of the private sector, journalists, social leaders, artists, designers, ambassadors, Haitians from the diaspora, religious leaders and entrepreneurs, among others, contributed to this reflection in order to offer added value for the new brand.

What are the objectives?
The objective of a country brand is not just to attract tourism. Country brands are also key assets that help attract foreign investment, support export products, and differentiate from others to provide a global competitive advantage. It is also an essential link between actions and collaborative efforts between the public and the private sector and also a driver for raising internal awareness of opportunities and opportunities.

What is the expected impact of the country brand?
The country must count with all its strengths and value: its privileged geographical location, its immense cultural wealth and thousands of kilometers of virgin land and beaches waiting to be discovered, its plantations to almost 100% organic, his hand - strong, resilient and young workforce, are attractive elements for foreign investment, but also to achieve a change of perception in the minds of people around the world. It is now that the need for a strong country brand is crucial.

The Haiti country brand was created to attract the attention of the rest of the world. But it is also a way to represent the national pride of Haiti. That's why there is a special version of the brand, in Creole, that will be used for communications with all Haitians, including those in the diaspora.

HL/ HaitiLibre

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