This week the municipality of San José unveiled its new official brand with a sculpture bearing the words “SJO ¡Vive!” (San Jose lives). This was done in the Central Park of San José with the objective of attracting tourism.
Johnny Araya, San Jose’s mayor, stated that with the launch of this brand, a reaffirmation of identity is expected with the residents of San José and the Costa Rican pride in the capital, while at the same time inviting foreigners and locals to visit area;
“San José must be more a destination than a path.”
The sculptures measure 3.6 meters wide and 2.4 meters high, these are three that will be in different parts of the capital.
“We want people to see San José as a city where they want to spend time, where they can find culture and a place that they want to visit because something interesting will happen. It is a city that is alive and moving, it has everything: art, Social work, and spaces for the family,”
Said Pepe Cárdenas, a Mexican publicist in charge of developing the brand.
The Mayor Office initiated the project and designed by the advertising and marketing agency CBW Marketing. In the past, they have collaborated with the municipality on publicity campaigns such as the Central American Games San José 2013, Festival de la Luz and San José fiestas.
Pepe Cárdenas used the case of Mexico City as a reference;
“In Mexico City, in 2016 the perception was changed by 20 million people who stopped referring to the city as” Distrito Federal “and instead referred to it as Mexico City. Mark of the city “.
The other objective is for people to focus on the positive rather than the negative, thus attracting business and activities in the capital.
“SJO” is the code of Juan Santamaría International Airport.
The investment of this initiative is close to the US $ 88,000.00 that involves the creation of the campaign, the sculptures and the marketing that will come with it.