Campaign Spotlight: ICEX, Leading Brands of Spain Forum, and the Spanish Chamber Of Commerce launch an international image campaign to promote the strengths of Spanish companies

MADRID, SPAIN — The Leading Brands of Spain Forum, ICEX Spain Export and Investment, and the Spanish Chamber of Commerce presented the international communication campaign ‘Think Again, Think Spain’, whose objective is to improve the image of Spain’s economic and business dimension through the communication of success stories and best practices of leading Spanish brands, associated with the attributes of excellence, creativity, versatility, and innovation.

Behind the creative idea of the campaign and its execution is agency Contrapunto BBDO, which developed the concept based on a design strategy previously devised by Interbrand.

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Based on the insight that most people only have preconceived opinions of other cultures and countries, it is no surprise that the first thing that comes to mind when foreigners think about Spain are clichés and stereotypes about our culture, often failing to discover other aspects. Hence the “Think again, Think Spain” concept, encourages us to think about other aspects of our country. The campaign is an invitation to discover everything that Spain has to offer, encouraging people to stop and think about different aspects of the value, qualities, leadership, and achievements of our companies.

One of its objectives is to inspire confidence in Spain based on its solid economic and business situation as a destination for investment and as a trading partner, both key levers for the recovery of economic activity and emerging strongly from the economic and social impact of the global pandemic.

The initiative is aimed at a professional, corporate audience, with decision-making capacity in the main sectors of our companies’ international activity. The campaign aims at the international market with an emphasis on potentially interesting markets for the Spanish economy and companies like the USA, UK, Canada, Mexico, Colombia, and Peru. Infinity Media is managing a scheduled five-week campaign in these six key markets.

The campaign will launch in all Spanish and English-speaking markets, harnessing resources like the network of Economical and Commercial Offices and the Territorial and Exterior Chambers of Commerce. It will also make great efforts to reach opinion leaders and international media organisations, particularly in the United States, the UK, Canada, Mexico, Colombia, and Peru, and will support the featured companies to share the campaign internally.

The campaign will mainly be disseminated through the companies’ own media. The centrepiece of the campaign is a video that shows significant achievements from international sources about Spain and its companies, which acts as a “nice surprise” and encourages the audience to think about what Spain really is and aspects that are largely unknown to both the national and international audience. The video will be hosted on the website www.thinkagainthinkspain.com. This website will serve as a source of materials with 18 graphics about different areas and sectors and is a compilation of the country’s leadership and its companies.

“Think again, Think Spain” was launched at an event attended by Reyes Maroto, Minister of Industry, Trade, and Tourism.

Ignacio Osborne, president of the Leading Brands of Spain Forum, María Peña, managing director of ICEX, and José Luis Bonet, president of the Spanish Chamber of Commerce took part in a debate moderated by Belén Chiloeches.