Montevideo City Branding

Abstract

Montevideo is the capital and principal city of the Oriental Republic of Uruguay. It is also the administrative seat of Mercosur and of ALADI, the Latin American Integration Association. The city of Montevideo is situated in the south of Uruguay, on the coast of the River Plate with a bay that is a natural port which, since its foundation by the Spanish at the beginning of the 18^th century, became the route that linked Buenos Aires and Rio de Janeiro with the European ports. Due to its strategic position, Montevideo was occupied by the English for a year in 1807. In 1930 Montevideo hosted the first FIFAWorld Cup, which was won by the Uruguayan team. At present, Montevideo is one of Mercosur’s main points of cargo movement and one of the main ports of the Southern Cone.