Araucania

Positioning, Brand architecture, Claim, Marketing plan

Need

Create a target brand positioning, a conductor, a rearrangement of the current brands (coastal Araucanía, lacueste, Andina …), a brand claim and a marketing and communication plan.

auracania

Result

A reordering of brands and a commitment to a single brand for the entire region. Recovery of Mapuche indigenous culture as an element of differentiation. Creation of a new brand claim. “Nature speaks the Mapuche language” that evolves to “original nature”. The ruca as an element of differentiation of the Araucanía area and as an element of identity and attraction of all of Chile (together with Atacama, Easter Island, Patagonia …). A strategic marketing plan, consistent with the brand positioning and aligned with the tourism strategy of the country.