Abstract:

ProColombia, the Colombian International Promotion Organisation and the manager of the country's brand, faces the challenge of creating a meaningful and deep campaign with powerful calls to action that invite target audience to discover the "New Colombia". We need to dig deep and understand the reasons for foreigners to choose Colombia as a place for living or visiting; going after this type of insight would give us strong clues to identify common patterns among all those visitors that claimed falling in love with Colombia, hoping to surpass aspects commonly shared with other countries like experience and landscapes.