Nicaragua presents the first case in which plurinationalism in a country became legislated and regional autonomy was granted to the inhabitants of the Atlantic coast. By using content analysis and interviews, this paper explores the social representations of national identity in advertising campaigns used by both the private and public sectors in Nicaragua. I argue that both sectors work as intermediaries that continue to reinforce the dominant expression of "Nicaraguanidad" as merely that of the Pacific coast. This position is founded on the assumption that national identity is constructed and deconstructed discursively through means of socialization. Although Nicaragua was the first country to grant regional autonomy to a region, findings showed that the discourse on national identity presented in promotional campaigns by both the private and public sectors has not been successfully transformed to represent Nicaragua as a plurinational state. This paper concludes that these representations of “Nicaraguaness” contribute to the maintenance of a predominantly Pacific national identity discourse.