Latin Business Chronicle | 9/30/2009 12:00:00 AM
Colombia's Heartfelt FTA Strategy
Sept 30--Colombia hopes to win U.S. hearts in the free trade debate.
The exhibit, which consists of 47 giant hearts showcasing various products and cultural contributions from Colombia, is now on display in New York, where Colombian President Alvaro Uribe, in town for the UN General Assembly meeting, paid a visit last week.
The effort, coordinated by Colombian export promotion agency ProExport, is aimed at reaching a broader audience than those typically involved in trade debates. "I think the campaign is not a message to the lobbyists or to the political people but to the general public," said Jaime Echavarria, director of ProExport USA. Echavarria and the Colombian government are hoping the "Discover Colombia Through Its Heart" campaign will help change people's minds about the country. "We are very aware of the fact that the perception of Colombia per se is not the best," he said in an interview with the Advisor.
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