Latest news with #CarmenCaballero
Malaysian Reserve
a day ago
- Business
- Malaysian Reserve
Colombia to Compete at Cannes Lions 2025 with Two Campaigns Led by ProColombia
For the first time, the entity will represent the country in the official competition of the world's most prestigious creative festival, with campaigns that highlight emerging destinations and position biodiversity as Colombia's natural ambassador BOGOTÁ, Colombia, June 13, 2025 /PRNewswire/ — Colombia will make its official debut in the competition at the Cannes Lions International Festival of Creativity, taking place from 16 to 20 June in France. With the support of ProColombia, the country will participate with two campaigns developed under its nation brand narrative: "Colombia, the country of beauty." "For the first time, ProColombia is taking part in this event with two campaigns across multiple categories in pursuit of a Cannes Lion. We want the world to recognise Colombia as not only a beautiful country, but one that transforms its natural, cultural and human wealth into creative ideas that connect globally. Being at Cannes Lions with these campaigns is an opportunity to showcase the best of who we are – with innovation and authenticity," said Carmen Caballero, President of ProColombia. In this edition of the festival, which gathers the most influential brands and creatives each year with over 30,000 entries, Colombia will compete with two campaigns created in alignment with its nation brand story: "Clues of Hidden Beauty" and "Humanimal Migration." Both campaigns are entered in over 47 categories, including Outdoor, Media, Brand Experience, Creative Strategy, and Creative Commerce, among others. The first campaign, "Clues of Hidden Beauty," highlights the opening and expansion of air routes that have improved access to unique tourist destinations across the country. Thanks to this enhanced connectivity, places such as Tolú on Colombia's Caribbean coast and Bahía Solano in the Pacific region of Chocó have gained recognition as tourism gems offering authentic experiences, lush natural settings, and local communities that promote more responsible travel. The campaign has gained visibility in key markets such as the United States, France, Germany, Argentina and the United Kingdom, attracting travellers with an interest in sustainability and authenticity. The second campaign, "Humanimal Migration," was launched in late 2024 at The Sphere in Las Vegas and is inspired by an extraordinary fact: Colombia hosts over 1,200 migratory species each year, including birds, whales and turtles. Using real-time data and tracking technologies, the campaign turned these species into ambassadors of the country's beauty, sending over 600 personalised messages in five languages to potential travellers in more than 20 countries – all delivered in the "voices" of the animals themselves. The response was striking: 66,175 new international visitors, a 64% increase compared to the previous year, with an estimated economic impact of $89.6 million. Both campaigns have achieved significant international reach, with over 380 million media impressions and an estimated earned media value of $42 million. They have contributed to positioning Colombia as an innovative, sustainable, and inspiring destination. Photo:
Yahoo
a day ago
- Business
- Yahoo
Colombia to Compete at Cannes Lions 2025 with Two Campaigns Led by ProColombia
For the first time, the entity will represent the country in the official competition of the world's most prestigious creative festival, with campaigns that highlight emerging destinations and position biodiversity as Colombia's natural ambassador BOGOTÁ, Colombia, June 13, 2025 /PRNewswire/ -- Colombia will make its official debut in the competition at the Cannes Lions International Festival of Creativity, taking place from 16 to 20 June in France. With the support of ProColombia, the country will participate with two campaigns developed under its nation brand narrative: "Colombia, the country of beauty." "For the first time, ProColombia is taking part in this event with two campaigns across multiple categories in pursuit of a Cannes Lion. We want the world to recognise Colombia as not only a beautiful country, but one that transforms its natural, cultural and human wealth into creative ideas that connect globally. Being at Cannes Lions with these campaigns is an opportunity to showcase the best of who we are – with innovation and authenticity," said Carmen Caballero, President of ProColombia. In this edition of the festival, which gathers the most influential brands and creatives each year with over 30,000 entries, Colombia will compete with two campaigns created in alignment with its nation brand story: "Clues of Hidden Beauty" and "Humanimal Migration." Both campaigns are entered in over 47 categories, including Outdoor, Media, Brand Experience, Creative Strategy, and Creative Commerce, among others. The first campaign, "Clues of Hidden Beauty," highlights the opening and expansion of air routes that have improved access to unique tourist destinations across the country. Thanks to this enhanced connectivity, places such as Tolú on Colombia's Caribbean coast and Bahía Solano in the Pacific region of Chocó have gained recognition as tourism gems offering authentic experiences, lush natural settings, and local communities that promote more responsible travel. The campaign has gained visibility in key markets such as the United States, France, Germany, Argentina and the United Kingdom, attracting travellers with an interest in sustainability and authenticity. The second campaign, "Humanimal Migration," was launched in late 2024 at The Sphere in Las Vegas and is inspired by an extraordinary fact: Colombia hosts over 1,200 migratory species each year, including birds, whales and turtles. Using real-time data and tracking technologies, the campaign turned these species into ambassadors of the country's beauty, sending over 600 personalised messages in five languages to potential travellers in more than 20 countries – all delivered in the "voices" of the animals themselves. The response was striking: 66,175 new international visitors, a 64% increase compared to the previous year, with an estimated economic impact of $89.6 million. Both campaigns have achieved significant international reach, with over 380 million media impressions and an estimated earned media value of $42 million. They have contributed to positioning Colombia as an innovative, sustainable, and inspiring destination. Photo: View original content to download multimedia: Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
29-05-2025
- Business
- Yahoo
Meet Latin America's Swimwear Powerhouse: Colombia
The Country of Beauty isn't just present at Miami Swim Week, it's leading with authority, identity, and purpose. MIAMI, May 29, 2025 /PRNewswire/ -- As the top swimwear exporter in South America and the second in all of Latin America and the Caribbean, Colombia arrives in Miami with one of the event's most robust delegations and a clear message: the future of global swimwear is being shaped in Colombia. With a swimwear and beachwear export sector that has grown by over 12% annually, on average, over the past five years, and exports reaching US$17.6 million in 2024, Colombia has solidified its status as a world-class supplier. The United States, Colombia's largest market, accounts for US$9.4 million of that total, reflecting 13.2% average annual growth since 2020. This growth is not only in volume but in value, creativity, and sustainability. "Colombian brands keep setting new standards by integrating natural materials, and cultural narratives with cutting-edge design and sustainable practices. These are not trends, they are the result of decades of industry evolution and a vision built on ethical production and global scalability," said Carmen Caballero, President of ProColombia, the promotion agency of the country. Precisely, to spotlight this leadership, ProColombia will host SwimTalk: Colombia's Sustainable Fashion Playbook during the SwimShow, a conversation that brings together industry leaders, and brands like OLA AZUL and MAR DE LUA to explore how sustainability, innovation, and public-private alignment are positioning Colombia as a global benchmark. There's no doubt that Miami Swim Week offers an invaluable platform for Colombian brands. In this spirit, Inexmoda will debut Casa Colombiamoda, an extension of Colombia's Fashion Week, traditionally held in Medellín each July. Set in Miami, this new initiative offers an immersive showroom experience aimed at connecting 20 Colombian brands with key buyers, media, and industry leaders in the U.S. market. "This represents a milestone in our internationalization strategy. The U.S. is the largest fashion importer in the world, and 31% of Colombia's fashion exports are directed here," said Sebastián Díez, Executive President of Inexmoda. With over 30,000 companies in its textile and apparel industry, Colombia brings together one of the most experienced and culturally rich fashion ecosystems in the world. Supported by its strategic geography, advanced trade infrastructure, and status as the second most biodiverse country on the planet, Colombia is a partner for the future of ethical, beautiful, and globally competitive fashion. View original content to download multimedia: SOURCE PROCOLOMBIA Sign in to access your portfolio
Yahoo
16-05-2025
- Yahoo
Colombia Breaks Tourism Records and Tops Global Bird Count, again!
With over 1,500 bird species recorded, the Country of Beauty continues to showcase its singular, awe-inspiring biodiversity. MIAMI, May 16, 2025 /PRNewswire/ -- Colombia has once again soared to the top of the world's largest bird count. Recording an astonishing 1,563 bird species during the recent edition of Global Big Day 2025, the country reaffirms its title as the most biodiverse nation on Earth for birds and a rising global leader in nature tourism. This achievement comes amid a landmark moment for Colombian tourism. In 2024, the country welcomed over 6.9 million international visitors — a historic record — with the United States leading the way. Today, Colombia is the number one South American destination for U.S. travelers. The Global Big Day, coordinated by the scientific platform eBird, is held in over 200 countries each year and unites birders, scientists, and local communities to celebrate World Migratory Bird Day. In this latest edition, Colombia once again topped the leaderboard, outpacing Peru (1,404 species) and Brazil (1,245). Regions such as Amazon Orinoco and the Pacific were major contributors to the bird count, offering birders access to lush rainforests, mountains, and savannas, all in one destination. "This achievement affirms our extraordinary natural wealth and our commitment to sustainability," said Carmen Caballero, president of ProColombia, the country's promotion agency. "Birdwatching is more than a niche activity; it's a growing driver of sustainable development across our regions and a vital way we share Colombia's beauty with the world." Explore the Wild Heart of Colombia's Natural Treasures Colombia's leadership in the Global Big Day reflects more than just its biodiversity. With over 1,900 bird species, including 79 endemics, and a strategic location along major migratory routes, the country is uniquely positioned to offer one-of-a-kind birding experiences. The Colombian tourism sector has embraced this potential, developing infrastructure tailored to birdwatchers, from specialized guides to eco-lodges and scenic trails. Through ProColombia, the country has launched birding routes, attended fairs like the Global Bird Fair, and hosted familiarization trips with U.S. and U.K. tour operators — Colombia's two main international tourism markets. This focused investment is paying off. Birdwatching has become not only a conservation tool but also a vital source of income for local communities, connecting travelers with Colombia's incredible landscapes, wildlife, and culture. Don't miss The Country of Beauty's wild side at the Colombia Nature Travel Mart this September. Register here. View original content to download multimedia: SOURCE PROCOLOMBIA Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
