The Igassu project. The (re)construction of a brand opens a new frontier for Argentina, Brazil and Paraguay
Julio Cesar Gibrail Tannus JT Estudos e Pesquisa, Brazil and Roseli Stier Azambuja Standard, Ogilvy Mather, Brazil
The Igassu project. The (re)construction of a brand opens a new frontier for Argentina, Brazil and Paraguay
The Iguassu Project is a market research study which faces a unique situation: the strategic repositioning of a tourist region very important to three countries - Argentina, Brazil and Paraguay - seeking to construct a new and international brand for an attractive and all-encompassing region which can provide tourist attractions, leisure, shopping, business, culture and sports.
