Conversations on Place Branding and Identity – 3

They are separated by more than 11,000 miles of the South Pacific Ocean but emerge as cross-hemispherical twins in their commitment and actions to put Planet before Profit. New Zealand and Costa Rica are universally recognised as pieces of natural paradise sustained by an eco-literate population. But how have their brand guardians readjusted the perception of the small nations to reflect the full range of their contemporary capabilities? A deep dive into the wholistic branding strategies steered by Daniel Valverde Bagnarello, nation brand director of Essential Costa Rica and Rebecca Smith, narrator of the New Zealand Story. The conversation is moderated by Simon Paterson in Barcelona.