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Hamburg,
Berlin, London, and Madrid were recent
hosts to the “Chile Weeks in
Europe,” organized by ProChile
to promote the “Image of Chile” through
its goods and products. The program
included a set of promotional actions
with the participation of more than
40 companies in the agricultural,
tourism, cultural, service, and industrial
sectors.
ProChile director Alicia Frohmann
explained that “the idea was
to present Chile as a diverse and
multi-sectorial country, as well
as to offer business opportunities
to Chilean export companies, especially
to small and medium-sized companies.
The program was associated with a
series of activities to establish
commercial relationships, encourage
exchange, and promote the national
image.”
The events in Europe were part of
the project to publicize the “Chile
All Ways Surprising” slogan
through campaigns such as “Flavors
of Chile” and “Gastronomic
Samples,” showings of the film “In
Bed,” a photographic exhibition
of Valparaíso in Hamburg,
promotion of Chilean locations for
filming in Berlin and London, and
an innovative advertising campaign
in some thirty London taxis that
traverse the city with images of
Chilean products and landscapes inside
the cab.
The final point of the circuit was
Madrid, where Chilean businessmen
visited Mercamadrid, the polygon-shaped
central food market, the Airport
Logistics Center at Madrid’s
Barajas Airport, and attended a fashion
show in the Spanish capital, among
other interesting activities.
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