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Belize will now soon be identified by its unique brand to be featured on the global stage. It’s an image and a slogan that will represent Belize’s Strategic Position in Global Affairs by promoting tourism, trade, and investment, while presenting a cohesive and authentic image to build greater recognition, trust, and visibility for Belize.
In developing the brand, The Belize Trade and Investment Development Service, BELTRAIDE met with key stakeholders committed to the development of the country brand. Backed by a loan from the Inter-American Development Bank, the Government is advancing this effort through the Trade and Investment Facilitation Program. Nikki Agustine is the Marketing and Communication Manager of BELTRAIDE.
Nikki Augustine, Marketing and Communications Manager, BELTRAIDE: “Just to back up a little bit. So the country brand is something that came under the Belize Investment and Business Climate Action Plan and under that plan there is pillar nine that focuses on fostering economic diplomacy and under this there is the goal where Belize is supposed to strengthen economic diplomacy to promote integration into the regional and global economy. One of the things that we have to do is benchmark Belize against our regional competitors and we know right now one of our biggest competitors is Costa Rica but you’re also looking at Barbados, you’re also looking at Jamaica, you’re also looking at Panama and we’re trying to identify within ourselves our unique value propositions and what makes us different from these other countries and use that to attract audiences to come to Belize. So those are some of the things that we’re doing under the country brand itself.”
She also discussed the expected timeline for the launch of the country brand and the avenues through which the public can contribute their feedback to the final decision-making process.
Nikki Augustine, Marketing and Communications Manager, BELTRAIDE: “The country brand is several things. It’s not only a slogan but it’s also an image. So if you see an image and you can identify that, like sometimes you only see green and black and yellow and you already know that that is Jamaica. So what image can you see that identifies Belize.”
Reporter: Do you have an idea when we can expect this brand to be in effect ?
Nikki Augustine, Marketing and Communications Manager, BELTRAIDE:“Yes so we’re getting funding from supporter IDB for this country brand itself. We’re looking possibly at least between the next six months or before the end of the six months we will have this roll out. What is happening right now is that we have launched the survey and you can find this survey on our Beltraide Facebook pages and our social media sites that people can start filling out and we’re looking at local perception and international perception of Belize. The answers from these surveys along with the other strategic stakeholder analysts that we’re doing, having focus groups and meeting with other stakeholders will help us define the national brand for Belize.”
As Belize moves forward with the development of its country brand, the focus remains on showcasing the nation’s unique strengths, from its rich biodiversity to its cultural vibrancy.
English (US) ·