SJO Vive the new San José, Costa Rica city brand

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This Wednesday morning the municipality of San José unveiled its official “city brand” with a large sculpture of “SJO ¡Vive!” , (San José Lives), in an act in the Central Park of the capital city and with the objective of attracting tourism.

The mayor of San José, Johnny Araya explained that the launching of the brand hopes to reaffirm the identity of the residents of San José and the pride of the Costa Ricans for the capital city while at the same time invite locals and foreigners to visit the capital; “San José must be more of a destination than a pathway”.

There will be three signs in different points of the capital city, the sculptures are 3.6 meters wide and 2.4 meters high.

We want people to see San José as a city where you want to spend time, where you can find culture and a place you want to visit because something interesting will happen. It’s a city that is alive and moving, that has everything: art, education, social work and spaces for the family, said Pepe Cárdenas, Mexican publicist in charge of developing the brand.

This project was promoted by the mayor’s office and developed by the marketing agency CBW Marketing which in the past has worked with the municipality in the publicity campaigns of the Central American Games San José 2013, San José Fiestas and Festival of Lights.

Pepe Cárdenas took the case of Mexico City as reference, “In Mexico City in 2016 they were able to change the perception of 20 million people who stopped referring to the city as “Federal District” and instead started referring to it as the City of Mexico, this through the development of a city brand”.

Another goal is to get people to focus on the positive of the city instead of the negative and attract business and activities to the capital city.

“SJO” is the code of the Juan Santamaría International Airport.

The investment involved in this initiative is of close to US$88,000.00 which involves the creation of the campaign, the sculptures and the marketing that will come along with it.

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