The investment promotion agency of Cape Verde (CVI) contacted Bloom Consulting in 2015 with the objective of creating a Country Branding strategy to increase the appeal of Cape Verde to foreign direct investors. It was essential for the project to find the differentiating factors that make Cape Verde stand out in the eyes of international investors.
With the support of the Cape Verdean government and its most important key stakeholders, it was possible to find out which aspects of the local culture played an important role for the attraction of FDI:stability, kindness and the welcoming nature of the people, all of which can be summed up with a Cape Verdean word:“Morabeza”.
Consequently, the Country Branding strategy was aligned with this sentiment. Bloom Consulting suggested to push forward the idea which aimed at making investors feel welcomed by guiding and helping them throughout the whole investment process. The strategy allowed for international investors to feel cared for and supported and therefore created a feeling of trust which enabled Cape Verde to build relationships with them.
Additionally, Bloom Consulting recommended that Cape Verde should further focus on investing in the tourism industry, expand tourism real estate, and position themselves as a center of business logistics. Furthermore, Bloom Consulting created approximately 20 projects to help establish a positive perception of Cape Verde within key markets, such as BENELUX, the United Kingdom and Spain.
