The city brand of Concepción was financed and coordinated by Paracel, with the aim of positioning it as a leading reference in the country’s tourism sector. This initiative is part of the company’s Cultural Heritage Management Program.

To create the brand, participatory workshops were conducted with social leaders from the city of Concepción. A multidisciplinary technical team, comprising professionals from Paracel and SENATUR, planned and implemented specific activities with the local community. These activities included research, collection, reading, and selection of content, as well as city tours, key interviews, and workshops using participatory methodologies.

This initiative aims to actively promote economic growth and social development through tourism. The creative strategy evokes the most characteristic elements of culture, gastronomy, historical reminiscences, beautiful locations, and sunsets over the Paraguay River.

The city brand was officially launched on Friday, May 25th, during the Special Session of the Concepción Municipal Council, as part of the celebrations for the city’s 251st anniversary. The event was attended by representatives from Paracel, government authorities, and local citizens.