“EUROPA ESTÁ A LA VUELTITA” - EUROPEAN UNION LAUNCHES CAMPAIGN TO RAISE AWARENESS OF THE EU-CHILE INTERIM TRADE AGREEMENT

“Europa está a la vueltITA”, “Europa está cerquITA”, “Europa está a la esquinITA” ("Europe is just round the corner", "Europe is right nearby", "Europe is down the street"). In Chile, we usually use “ita” to speak in diminutives – but this time, we’re using it to talk about something big: the new Interim Trade Agreement (iTA) between Chile and the European Union (EU), which entered into force on 1 February 2025.

With a creative, accessible and visual approach, the EU in Chile launched a campaign today to bring this agreement closer to the public, highlighting how the iTA represents a real opportunity for the country, its consumers and its businesses. This isn’t about technicalities or cold statistics – it’s about telling the story, in a direct and local tone that explains that Chile is now closer than ever to Europe.

The campaign will appear on city buses, at public transportation stops and on LED screens located in commercial, educational and high-traffic areas across the Santiago Metropolitan Region. This will be accompanied by a digital strategy focussed on social media, using graphics and videos designed to clearly explain what the iTA is and why it matters to people. 

“The iTA campaign you’ll see in the streets these days aims to bring Europe closer to Chileans, to show them that this agreement is not some distant concept with no impact on their lives, but a real opportunity for Chile – for its businesses, its people and its future,” stated the EU Ambassador to Chile, Claudia Ginstersdorfer.

This first phase of the campaign is focussed on raising awareness about the iTA’s existence and overall significance, laying the groundwork for future initiatives that will go deeper into its economic, social, and environmental benefits.

Because yes, we may be using diminutives... but this time, it’s to talk about something big.

“Europe is just round the corner.” / “Europa está a la vueltita”

BACKGROUND ON THE iTA

The campaign aims to raise awareness about the strengthened trade relationship between Chile and the EU made possible by the iTA, which expands on existing benefits by connecting Chile with 27 countries and over 450 million consumers. It boosts key sectors such as clean energy, agri-food industries, aquaculture, digital services and strategic minerals, creating new business opportunities – including for Chilean women entrepreneurs. This aligns with the EU’s inclusive and sustainable development vision, promoted through its Global Gateway cooperation strategy, which seeks to foster sustainable, innovative and equitable partnerships with countries around the world.

The iTA encourages trade and investment, simplifies administrative paperwork, and incorporates new elements that support cross-cutting goals such as digital trade, sustainable commerce, gender equality and the inclusion of SMEs in global value chains. It also significantly enhances Chilean exports by liberalising nearly all sectors, granting preferential conditions to 918 Chilean products and eliminating tariffs on over 99% of Chilean exports to Europe – greatly increasing the country’s competitiveness in one of the world’s most demanding and valuable markets.

Sectors that stand to benefit the most include:

• Fresh fruit, nuts, olive oil, and wine.

• Seafood products, such as salmon, mackerel, and mussels.

• Digital services, technological innovation, and the production of renewable hydrogen.

THE EU-CHILE ADVANCED FRAMEWORK AGREEMENT (AFA)

The AFA is composed of three pillars: political dialogue (including on human rights and environmental sustainability), cooperation, and trade. The iTA acts as a strategic transitional mechanism enabling the immediate application of the AFA’s trade provisions, which have been provisionally in force since 1 June 2025. The iTA ensures that tariff benefits, market access, and new commercial opportunities take effect without delay, allowing businesses and exporters in both regions to take advantage of improved trade conditions while the AFA undergoes full ratification.

The EU thereby reaffirms its commitment to Chile as a strategic partner, promoting a relationship based on shared values, sustainability, transparency, and mutual cooperation.