Tourexpi
Together
with Bloom Consulting, an international firm specializing in Nation Branding,
essential COSTA RICA used four blocks of information to develop the 2035
Strategy: a) previous studies on the perception of Nation Brand as a digital
identity and rankings; b) strategic documents about Costa Rica, such as
decarbonization plans; c) global reports on future trends, e.g. Sitra
Megatrends 2023, OECD Economic Outlook, Global Trends 2030 and more than 10
additional reports; d) as well as interviews with national stakeholders
from various public and private sectors to get to know their perception of the
country today and how they perceive Costa Rica in 10 years.
In
order to become the first country globally to use AI in the development of a
strategy, essential COSTA RICA and Bloom Consulting entered the three
first blocks of information into an artificial intelligence platform to be
processed and analyzed in depth. This technology not only made it possible to
identify and evaluate the current perceptions about Costa Rica, but it
also provided key insights about emerging trends and the general sentiment
associated with the country in international media.
The
system also generated projections about possible future media coverage, helping
to anticipate areas of opportunity to enhance the image and presence of Costa
Rica in strategic global markets, as well as to make more informed
decisions, enabling communication strategies to be adjusted to maximize the
positive impact on the international audience.
This
was followed by a working session with stakeholders and the institutions that
make up the governance of the Nation Brand, which defined the priority projects
that would receive the most media coverage according to the elements of the
Taxonomy Model of perceptions of the Nation Brand and the AI analysis, and
which resulted in this theme as the focus of Costa Rica's strategy:
climate change and environmental preservation.
"One
of the five values of essential COSTA RICA is innovation; we are therefore
looking to use it for creating the 2035 Strategy by applying AI and we are very
satisfied with the results. This roadmap will lead us to establish the
positioning of Costa Rica as the world leader in sustainability and
the fight against climate change," affirmed Adriana Acosta, Director
of essential COSTA RICA.
The
application of AI represented advantages in the development of this Strategy,
some of which were:
·
Efficiency: by allowing large amounts
of data to be processed from various sources, which ensured a complete
analysis.
·
Depth of perspective: AI enabled the
detection of subtle patterns and correlations within the data, providing deeper
insights into the dynamics of perceptions.
·
Forward-looking analysis: through AI,
future trends were analyzed, making it possible to model scenarios based on
multiple variables, with an informed and complete vision.
·
Predictive models: which made it
possible to model future behavior based on global trends, obtaining more
accurate predictions about future media trends.
"The
fact that Costa Rica is the first country to develop the Nation Brand
Strategy using artificial intelligence demonstrates how advanced it is and how
it is leading the way in nation branding," added José Felipe Torres,
Nation and Place Branding Global Director at Bloom Consulting.
The
2035 Strategy of essential COSTA RICA was launched at the end of 2023 with
the objective of creating powerful messages focused on climate change and
sustainability through the Natural Intelligence concept. To date, the Costa
Rican Nation Brand has been implementing actions to strengthen Costa
Rica's image as an articulator of innovation and knowledge on climate
change and environmental preservation in various national and international
forums.
It
also works together with the Costa Rican private sector in a series of
workshops to introduce sustainability and the fight against climate change in
companies, while aligning the Nation Brand licensing program to this new
narrative. In addition, digital campaigns and various training sessions are
being carried out for local talent, especially young people, on the topics of
the Strategy.
"Costa
Rica is already well positioned in climate change and environmental
preservation, which is why with Strategy 2035 – and thanks to the future
scenarios analyzed with the help of AI – we are working to capitalize on what
the country has built over decades with specific actions that help enhance its
international image and promote the implementation of tactics that
reinforce Costa Rica's leadership in these topics," ended Adriana
Acosta.
Image
Credit: © Essential Costa Rica
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