The event, which brings together actors from the public and private sectors, takes place on October 27 and 28 in Montevideo and Punta del Este. National authorities participated in the opening, in which a preview of the new digital tool to promote the country was presented and the first companies to obtain the licensing of the Uruguay Country Brand with LSQA certification, recognized internationally, were highlighted.
The instance, held this Thursday 27 at the Executive Tower, was attended by the acting President of the Republic, Beatriz Argimón; the Secretary of the Presidency, Álvaro Delgado; the Minister and Undersecretary of Tourism, Tabaré Viera and Remo Monzeglio, respectively; the Undersecretary of Economy and Finance, Alejandro Irastorza; the deputy executive director of Uruguay XXI, Inés Bonicelli, and the executive director of the Agency for Electronic Government and the Information and Knowledge Society (Agesic), Hebert Paguas.
Argimón stressed that the country brand implies a commitment to public policies, a cultural change and the awareness of society and companies, which are proud to represent it. In this sense, he declared that carrying this seal implies a sign of identity and quality.
In addition, the hierarch underlined the importance of the exchange of experiences generated by the activity and stated that the country brand is essential to “betting on excellence in an increasingly competitive world.” She indicated that Uruguay has been working systematically to accompany the changes in the world and that the process will continue to be strengthened.
Meanwhile, the creator and local manager of the Country Brand, Diego Silva, presented a preview of a new digital platform for the promotion of Uruguay. He maintained that the tool under construction is aimed at capturing foreign exchange through four areas: tourism, residents, investments and foreign trade.
After the interventions, Delgado handed out diplomas to the companies that completed the Uruguayan trademark licensing process, with the LSQA certification. The first three companies to access said declaration were Carrasco Airport, Bodega Garzón and Central Lanera.
Viera asserted that the country brand synthesizes the reality of the nation and added that Uruguay’s, with great strength, has been represented for 21 years during different governments. In addition, he announced that its relaunch is being sought, which will be carried out through the new digital tool that is being worked on.
During the Ninth Ibero-American Country Brand Forum, different specialists will present and analyze success stories of companies that bear the seal.
The country brand is a graphic and symbolic representation that identifies a nation and differentiates it from others. It is an instrument that functions as an indicator of the quality of products, services and tourist places and integrates the construction of the country’s reputation abroad.
change of authorities
At noon, Beatriz Argimón, together with the president of the National Ports Administration (ANP), Juan Curbelo, and the president of the House of Representatives, Ope Pasquet, attended the ceremony for the change of authorities of the Maritime League of the Uruguay. The new board of directors will exercise its functions during the period 2022-2024.
