Charm: Disney, Colombia and country-brand promotion

In the world of Disney films, the end of 2021 will be marked with the idea that there is no talk of Bruno, no, no, no, but of Charm, the long-awaited film about Colombia that a few hours ago arrived on its streaming platform as a Christmas gift.

What better tourist promotion worldwide of a country than to appear on cinema screens and then on home screens.

“We were looking forward to the movie with great excitement. The charms of our country were well captured: natural wealth, multiculturalism, biodiversity, traditions, song or music. It did not focus on one region and shares the message of the value of the family, despite posing a difficult moment due to the issue of displacement, ”says Ángela Ospina de Nicholls, Colombian ambassador to Mexico, after a function before travel agencies .

Currently, the Mexico-Colombia relationship is at its best, with seven airlines operating and just over 30 flights a week, although soon there will be more, because VivaAerobus has just requested permission to fly the Mexico-Medellín route (one of the world cradles of creativity and the orange economy) and add it to the Mexico-Bogotá and Cancun-Bogotá.

Under the leadership of ProColombia, various organizations involved with tourism promotion have been planning various activities for months in order not to miss the boom in Charm. Even the executive director of the Cali Valle Bureau, Catalina García, sent a letter to corporate Disney to say: we are ready, what can we do, let’s walk together.

There was no response, although that did not dampen the enthusiasm. In the tourist icon of the city of Cali, the Chapel of San Antonio, large letters of the film were placed that have become a space for photography that must be shared on social networks.

In addition, Catalina was one of the brains to create, among many other things, the multi-destination tourist route: Valle y Quindío con Encanto, where you can find wax palms, coffee, Cali flowerpots (traditional sweet with which godchildren are celebrated), salsa music (it is remembered that Cali is pachanguero) and other attractions that appear in the film.

Prior to all that excitement, on a visit to the Pacific Colombia tourism project (a great regional effort in which 11 million dollars have been allocated during the last year to promote the attractions of four departments: Cauca, Valle del Cauca, Nariño and Chocó), the board was asked: What good time will be presented to promote Cali with the film?

In prompt reply he said: I have no doubt, I am sure he will be the best. The world will be able to see the Colombian’s DNA in Encanto and when the music is heard and the dance is watched, everyone will happily remember us. Surely they will want to come visit us and we will wait for them with pleasure.

Additionally, the Lego company (connoisseur of the charms of business) did not miss an opportunity either and joined the promotion of the Disney film with the sale of the Madrigal family house, made with 587 pieces.

By the way, if it is not clear to you why Bruno is not being talked about, no, no, no, it’s tourism! He suggests that you enjoy the movie along with some crispy banana chocolate popcorn from Chilim Balam.

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