Positioning of Uruguay in the world
85% of the information circulating around the world about Uruguay mentions something about Forlan, according to an investigation carried out by Burson Marsteller which will be presented to the government.
The survey of “country perception” was carried out by Theresa rice from Burson Marsteller in order to know the perception of Uruguay among tourists, investors and buyers. The study, financed by the Inter-American Development Bank and the Exporters Union will be presented to the government.
According to the investigation, there is an incipient knowledge of Uruguay in the rest of the world, but in general there is a reigning lack of knowledge about our country, many of the foreigners consulted in this investigation don’t know where Uruguay is or what it can offer a tourist or an investor.
Another interesting point that was mentioned is that the brand “Uruguay natural” doesn’t really transmit anything clear to people, since the term “Natural” has been used so much it actually creates mistrust in some people.
In spite of the above, the investigation doesn’t recommend changing the logo or the slogan with which it is presents abroad since that would require an investment that is too big. On the contrary it points out that the money saved by not changing it would be better used if it were destined to generating informative material.
Regarding tourism, Punta del Este appears to be well positioned but “doesn’t compete with the Bahamas” or other locations chosen by North Americans since the price of the plane ticket is very high. This information can allow us to conclude that it is necessary to promote Punta del Este more in order to achieve a better positioning of the country and reach people with higher purchasing power.
Forlán and the CeibalPlan
According to the study, Uruguay appears as “the maverick”, independent and unafraid to follow its dreams. This conclusion is based on some of the points that stood out in the survey, mainly the implementation of the Ceibal Plan and the golden ball received by Forlan in the world cup.
Other points that give the country an attractive positioning are “the creation of the worlds strictest anti-tobacco laws, the enabling of gay marriage and the generation of a complete traceability system for meat”.
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