vision

BUILDING ANINTEGRATEDCOUNTRY BRAND

BEYOND A DESTINATION BRAND:

V

IMAGEPERCEPTION IDENTITY

5 YEARS

Costa Rica offers added value and

specialization in its products and

services through its human talent.

Costa Rica, an ecological

experience of vacationing at

the beach and in nature.

16 YEARS

DESTINATION BRAND COUNTRY BRAND

3 different governments

ACTIONS, ACTIVITIES & PUBLIC POLICY

SOURCE: BLOOM CONSULTING

MUCH MORETHAN A LOGO

TODAY WE SHARE WITH THE WORLD

THAT WE ARE SO MUCH MORE…TOURISM

FOREIGN INVESTMENT

EXPORTS

CULTURE & TRAITS

GOVERNANCE OF THE COUNTRY BRAND

TECHNICALUNIT

INTER-INSTITUTIONALCOMMITTEE

COUNTRY BRANDADMINISTRATION

STRATEGY

AND ALIGNMENT

TACTICAL

COORDINATION

MANAGEMENT

OF THE BRAND

• Ensuring inter-institutional alignment• Review and approval of licensed

events• 12 sessions per year

• Strategic plan for the Country Brand• 3 sessions per year

• Operational management and protection of the Brand

• Development of inputs (audiovisual materials and key messages among others)

• Training of stakeholders

COUNTRY BRAND:PRESIDENTIAL DECREE

N°37669

EXPORTS TRADE SHOWS:

TOURISM TRADE SHOWS: • 25 per year

• Country Brand

exposure to

+200,000 people

FDI DIGITAL STRATEGY:

• 128,000 website

sessions (2018)

• 6,1 million impressions

through Artificial

Intelligence driven

advertising (2018)

• 23 events and

promotion tours

(2018)

• 21 per year

• Country Brand

exposure to +170,000

people

Source: Data from PROCOMER, CINDE and ICT for 2018 respectively.

EXAMPLES OF DEPLOYMENT

LEVERAGINGTHE BRAND ESSENCETO DRIVE INVESTMENT

Digital creative ads

Licensing protocol raises the bar @ the private sector

BUILDING STRONG CONNECTIONS: PRIVATE SECTOR

2. SUSTAINABILITY

1. EXCELLENCE

3. INNOVATION

4. COSTA RICAN ORIGIN

5.SOCIAL PROGESS

Country brand licensing for the private sector

Distinguished standardsset on our core values

COMPETITIVITY

values

ESSENTIAL COSTA RICA

LICENSING PROTOCOL

ECONOMIC COMPONENT

SOCIAL COMPONENT

ENVIROMENTAL COMPONENT

CONTINUAL IMPROVEMENT

VALUE CHAIN

LEADERSHIP AND PLANNING

•

•

•

•

• Community • relationship

• Environmental culture• Energy management• Emissions management

• Waste management• Water management

•

•

•

•

•

•

Management of Brand standars is based on the country band

values

COSTA RICAN RESOURCES

BASIC HUMAN NEEDS

SOCIAL MOBILITY

OPPORTUNITY

INNOVATION CULTURE

INNOVATION STRATEGY

COSTA RICAN PRODUCTOS

SERVICES PROVIDED FROM COSTA RICA 4.

O

RIG

IN

•

•

•

•

•

•

•

•

•

•

•

•

•

•

•

•

•

ESSENTIAL COSTA RICA

LICENSING PROTOCOL

Management of brand standards is based on the country band

values

LICENSETYPES

CORPORATE USE

USE ON PRODUCTS

USEAT EVENTS

TOURISM INDUSTRY USE

In the institutional

communication of

companies

On product

packaging, labels,

and containers

Temporary use for

events that comply

with the 5 values of

the Country Brand

For companies that have a

Tourism Declaration or

Certification for

Sustainable Tourism (CST)

PRODUCT USE

CORPORATE USE

EVENTS USE

TOURISM USE

PROCESS FOR BRANDING RELATED PROJECTS & INICIATIVES

LICENSING PROCESS

LICENSINGRESULTS

LICENSEDCOMPANIES449

BUSINESS

SECTOR329

TOURISM

SECTOR120

B2B FORUMGENERATE ENGAGEMENT

2018 2019

INVITATIONS

CONFIRMATIONS

ATTENDEES

820 1,339692 698427 508

INTERNATIONAL SPEAKERS

2017: 1 – INNOVATION FOCUS

2018: 2 – SUSTAINABILITY FOCUS

2019: 3 – EXCELLENCE FOCUS

This event features the integration ofTourism and Business sectors, both in terms of speakers and participants.

JAVIER PAZOS

PROCESS MANAGER,

CAFÉ REY

MELISSA ARAYA

GENERAL MANAGER,

NA LAKALÚ

PABLO BALLESTERO

GENERAL MANAGER,

SEMA FOODS

“In the context of our wood furniture manufacturing

process we also implement reforestation and recycling

practices. We also installed a solar energy system that

has enabled us to reach substantial energy efficiencies.

Sustainability is our driver and so it is

as a core value of the country brand”

We are a family company that exports vegetable

products to the Caribbean, South & North

America. We use top technology that is

reflected in the Essential Costa Rica country

brand embedded in our products. It is an honor

to represent Costa Rican quality

to the world

Through Essential Costa Rica, Café Rey

was able to enter the Sustainability Map

network allowing us to connect with

buyers in the US and Asia as well as

identify potential competitors.

SUCCESS STORIES

“ “ “

SALVADOR DADA

COO

ESTABLISHMENT LABS

ISAIAS GONZÁLEZ

OPERATIONS DIRECTOR

ICU MEDICAL

MARKO MILETA

BUSINESS MANAGER

TICO ELECTRONICS

Becoming a licensed partner of

Essential Costa Rica contributes to

raising the corporate pride of our

brand. It is the confirmation to our employees

and the community that we operate under the best

practices to guarantee the delivery of an optimal

product and service; and under compliance with all

local and international laws.

We wanted to certify our

sustainability practices with the

parameters of national and

international regulations. Licensing

was a very enriching experience for all of Tico

Electronics’ employees. The most tangible

outcome was the implementation of our solar

panel systems, generating and providing 70% of

our electricity consumption. We applaud the

opportunity to continue improving our

operations aligned to the country brand.

Essential Costa Rica communicates

that we are a company that embraces

its corporate accountability with the

community and that complies with

procedures and standards that translate into

operational efficiency. This shows our

commitment to sustainability and that we have

fair and valuable practices our employees. Our

customers can be certain every product that

leaves our plants is produced responsibly, with

the best international quality standards

SUCCESS STORIES

“ “ “

BERNARDO ORDAS

LATAM MANAGER,

COPA AIRLINES

TIMOTHY SCOTT

PUBLIC AFFAIRS MANAGER,

INTEL COSTA RICA

CAROLINA SÁNCHEZ

PR DIRECTOR,

CLARO

“Intel has been in Costa Rica for more than 22 years, an

investment decision a lot of people thought impossible

to be made in the country. When the operation came

17 years old, it had a dramatic change, it transformed

into two centers of excellence: the global shared

services center and the research and development

center, at that point it was important not only

to deliver outstanding results but also to

keep supporting key country initiatives, so

we decided to become Essential Costa

Rica. Five years later, a site with more than 2000

Costa Ricans as direct employees, is a true statemen of

what a country brand certified company is.”

“One of the axes of the country brand is foreign

investment and each transnational company is

an important source of income for hundreds of

Costa Rican households. Having the

country brand promotes the

workforce of Costa Ricans and

reflects a strong commitment to

our country.”

Costa Rica will continue to have a privileged

place in our strategy, in which the Country

Brand is a muscle that adds

value to national development and other licensing companies. We are proud of

the Copa Airlines operation in Costa Rica and

having the Country Brand strengthens the bond

that historically unites us.

SUCCESS STORIES

SUSTAINABILITY MAP

✓ Analysis of data related to standards to be more sustainable

✓ Self-evaluate performance with respect to sustainability

✓ Be aware of the possible costs and benefits of certifications

✓ Create an online business profile

✓ Network with possible business associates such as farmers, producers and manufacturers, among others

✓ Business Program for Sustainable Development

✓ Promotion of sustainable value chains as a means to help Small and Medium enterprises (SMEs) in developing

countries to add value to their goods and services

✓ Harmonize with and speak the same language in all standards

198,000REGISTERED USERS

+230 STANDARDS APPLICABLE TO MORETHAN 80 INDUSTRIES AND Y 180 COUNTRIES.

WHAT THE FUTURE LOOKS LIKE

Constant

and systematic

innovation

is a must

Evaluation protocol’s

next annual review

will include virtual

companies

Grow international

recognition

of the seal

Thank you!

www.investcostarica.com

www.procomer.com

www.essentialcostarica.com