The Diplomat
The Minister of Industry, Trade and Tourism, Reyes Maroto, chaired last Friday in Madrid the presentation of Think Again, Think Spain, a campaign of ICEX, Brand Forum and Chamber of Spain to strengthen the image of Spain in its economic and business dimension through success stories and best practices of leading Spanish brands.
The objective of the campaign is “to make known a relatively unknown reality of Spain, since the international image of Spain, according to the main reputation studies, is based on soft attributes related to lifestyle, leisure, natural environment and culture, and much less with the leadership and know-how of its companies”, ICEX said in a statement.
The initiative is aimed at a professional and business audience, with decision-making capacity in the most relevant sectors of the international activity of our companies. In addition, the campaign will place special emphasis on markets of high interest for the Spanish economy and companies, such as the USA, the UK, Canada, Mexico, Colombia and Peru.
Among its objectives is also the recovery of confidence in Spain “based on the strengths of its economic and business reality as a destination for investment and as a trading partner, key levers for the recovery of economic activity and therefore to overcome the economic and social crisis generated by the pandemic”, continued ICEX.
The campaign, which is being developed through the video https://youtu.be/ZvHvNkDmMKE and the website www.thinkagainthinkspain.com, will be distributed in all Spanish and English-speaking markets where ICEX has its own media, such as the network of Economic and Commercial Offices and the network of Territorial Chambers of Commerce and Chambers of Commerce Abroad. Likewise, a special effort will be made to reach opinion leaders and international media, especially in the aforementioned countries, and will be supported by the Spanish companies that are the protagonists of the campaign.
“This campaign will contribute to highlight the value of the Spain brand as an avant-garde, dynamic and prosperous country”, said Maroto during the presentation ceremony, held at the headquarters of the Ministry of Industry, Trade and Tourism and also attended by Ignacio Osborne, president of the Leading Brands of Spain Forum; Xiana Méndez, Secretary of State for Trade; María Peña, CEO of ICEX; and José Luis Bonet, president of the Spanish Chamber of Commerce.
“We are a nation with our own character, but also with a great global vocation that is present in the world through our companies, which are leaders in key sectors in the economy of the future, such as renewable energies, the telecommunications sector, high quality agri-food products and leading products in the pharmaceutical sector or in the automotive sector”, added the minister.
