Finally, or deterioration of the brand : the management of the COVID-19 crisis . It is the era of Soft Values, where the way in which countries and brands protect us acquires more prominence. Recognition in the Luxembourg B2B List tourism promotion criterion is granted as a result of an exhaustive analysis of the best tourism promotion campaigns of the last three years and of how the current health crisis has been managed on the ground.
The evaluation by the jury was carried out during the months of September and October, taking into account the tourism promotion campaigns of the last three years and the health management of COVID-19 during the first wave.
This jury is made up of professionals from the world of communication and chaired by Country Branding expert Didier Lagae , author of the book Marca País, un País como Marca and founder and CEO of MARCO .
The jury includes, among others, Gema Barón , Academic Director of Marketing at the University of Nebrija; John Harrington and Arvind Hickman , Editor-in-Chief and Editor of PRWeek UK respectively; Paul Holmes , President of Provoke, Holmes Report and SABER Awards; Miguel López Quesada , President of Dircom; Rodrigo Villamizar-Alvargonzález , Ambassador and former Minister of Energy of Colombia; and Fathallah Sijilmassi , Ambassador of Luxembourg Business Email Database Morocco, former Secretary General of the Moroccan Investment Development Agency (AMDIE) and former Secretary General of the Union for the Mediterranean (UfM).
As Lagae reflects in his book Country Brand, a Country as a Brand, the ability of countries to promote tourism, as well as attract talent and boost exports and foreign investment are key elements in building the country brand. Other factors, such as governance or the management of the pandemic caused by COVID-19 have had a high impact on the reputation of these countries.