Interview with Isabella Falco on the Success Strategy Behind Brand Peru Country Branding

Isabella Falco, Director of Communications and Country Image at PromPeru, in this interview gives us a behind the scenes account on how the Latin American country has managed to establish Brand Peru among the most successful country brands in the region.

Isabella Falco was a speaker at the recent City Nation Place Forum in London, supported by The Place Brand Observer as media partner.

Learn about:

  • What Brand Peru stands for, and how its meaning has changed over the last years;
  • The main challenges of positioning Peru in the Latin American market;
  • Which strategies PromPeru uses to increase country awareness among young audiences overseas;
  • How important Peru’s “digital country brand” is for Isabella Falco’s work;
  • How Peru measures success and ROI of its country branding initiatives;
  • Which country branding mistakes to avoid.

Isabella, do you remember the first time you thought about Peru as a “brand”?

Yes, actually, it was when I was hired to launch the Peru Country Brand. That was the first time I had ever heard of a country being referred to as a brand, and I thought it would be the biggest challenge of my career. Needless to say, I took the offer.

As Director of Communications and Country Image at PromPeru, in your view, what does “Brand Peru” stand for?

Brand Peru became a lovemark among Peruvian nationals only one year after its launch. It is 6 years old now and thriving.

Brand Peru is a symbol of identity for Peruvians, it is a means of expressing pride in who we are and what we have as a country.

It is that special tag that marks Machu Picchu, our emblematic archaeological site; cebiche, our national dish; alpaca, our softest textile fibre; and pisco, our favorite spirit, among many other things Peruvian.

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The Editorial Team

Hi, we hope you found this post useful. Want to stay up to date on latest place branding insights, strategies, stories and examples? Join our mailing list! More about our Services here.