Tourism Minister Niel Olsen has revealed details of how the selection process for the new Country Brand is going, after reactions appeared on social media, many of which are contrary to the presented results based on three proposals. Much criticism was also directed at the cost of the process, which is $700,000 and was awarded to the Future McCann consortium.

Proposals for the graphic lines were presented in Quito on October 16, and on January 24, 2024, Ecuador’s new national stamp is expected to be officially unveiled by the government of Daniel Nobo Azín.

These are the brand suggestions for Ecuador

Olsen defended the process and revealed that market research, brand strategy and branding were funded within that amount. He also stated that the value includes taxes, fees, airfare for technicians, content production and other expenses. “The brand of the country is much more than a logo, it is a tool for positioning our country among priority countries, strengthening our exports, investments and attracting tourists. The brand of the country is complemented by promotional campaigns,” explained Olsen and explained that the competition is open to domestic and foreign suppliers.

Three proposals have the name Ecuador, but among other things, they differ in font and they are:

-Ecuador, the light that reflects. It highlights the letter A and the middle point in the letter O.

-Ecuador, spreading light. In the middle of the word Ecuador there is a line running through it.

-Ecuador, easy with rhythm. The letter E is highlighted, the middle line of which is extended and the sun appears.

For the selection of proposals, the citizens’ participation procedure is open through the website www.marcapaisecuador.com.

Voting was made possible on October 19 and will be open until October 27. A statistical sample survey will also be conducted.

Meanwhile, Minister Olsen also clarified that the process was not at the last minute, which is another of the criticisms received on social networks. He stated that the contracting process was announced in November 2022 and awarded in February 2023, well before the change of government was announced. “It is not a last-minute process, its first phase (which started in February) was market research, the second was strategy and the third is branding (the current phase),” indicated the minister, who announced that this Wednesday, the 25th, In October, the Future McCann consortium will present details of each stage of the social media process.

How to achieve a country brand that transcends the governments in power? The commission is trying to get a trademark that lasts from Ecuador

As for the selection of suppliers, Olsen assured that the process is technical and completely apolitical. He assured that the Ministry of Tourism cannot choose which supplier to work with because everyone participates by submitting an offer, and the Country Brand Commission, which he chairs, qualifies the offer and selects the supplier, in this case, through a scoring system. the Future McCann consortium.