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Transform Bogotá
Transform Bogotá
City promotion
Launched in 2008 by the District Institute of Tourism, the CCB and Invest in Bogota, the City Marketing Strategy seeks to transform the imagination of decision-makers and opinion leaders at the national and international level, creating positive mental associations for Bogota, through the promotion of positive and specific elements of the city: projects with metropolitan impact, successful public policies, high impact or recognized events, business forums, architectural and cultural icons, public or prominent figures, a city brand, among others.
In 2012, the strategy was consolidated with the participation of four key entities for the international projection of Bogota: the District Secretariat of Economic Development, the Secretariat of Culture, Recreation and Sports, the Bogota Convention Bureau and Corferias, and the District Directorate of International Relations.
In 2014, the partner entities of the City Marketing Strategy will work on projects that contribute to the international positioning of our city. Among them are: ISPA Congress, UFI Congress, ARTBO, BAM, BOmm, Rio+20, International City Promotion Campaigns, World Cities Culture Forum, ATP 250 and Bogota Brand Activation. For more information, download the following documents:
Cities of the world. Culture Report (2013)
City marketing strategy (2013)
City brand
The city brand is a communication tool that supports the projects involved in the Bogota Marketing Strategy. For the success and appropriation of the strategy and the brand, we work primarily on a communications component that allows us to articulate with partner organizations, consistent messages about the city in international markets.
The word "Bogota" is the main element of the brand; it was selected in 2010 through a contest with the participation of eight renowned firms. A jury of experts with international participation chose the proposal of the renowned designer Misty Wells.
After more than two years of touring the world promoting Bogota with the brand designed by Misty Wells, the responsible entities have decided to evolve the brand according to the changes in the city and the markets in which we compete.
Under the same principles that have guided the development of the strategy since its inception and hand in hand with its original creator, Misty Wells, we have developed a version of the brand that aims to highlight one of the particular and most outstanding values of Bogota. Taking as a reference its location on a plateau in the eastern mountain range of the Colombian Andes at 2,600 meters above sea level, the evolution of the brand allows us to make associations with the results of higher altitude, quality and success.
In this way, Bogota is emphasized as a city that is at the top, that is at the highest, world-class, high performance, that is above expectations, at the height of the great capitals of the world. Get to know the manual for the use of the Bogota brand.