Peru has launched a new ‘disruptive’ marketing campaign to attract tourists to the country.
Promperu, Peru’s tourism body, unveiled its new international marketing campaign today at World Travel Market.
The campaign slogan – Peru, the richest country in the world – offers a new perception that being rich is based on experiences rather than material possessions.
It is presented in the form of a documentary-style film following Peru’s “trail of riches”.
A press release to announce the new campaign, revealed how Promperu “aims to disrupt the marketplace by presenting a contemporary creative strategy based on a current trend”.
The campaign went live in 20 countries across the globe, including the UK, a key international market for Peru.
In 2016 arrivals from UK increased by 9.6% year on year.
The campaign is part of a long-term international tourism promotion strategy which began in 2008 with the campaign ‘Peru, live the legend’.
Peru then launched ‘Peru, empire of hidden treasures’ in 2012 and ‘Peru, land of hidden treasures’ in 2015 with the slogans “Don’t watch the movie, live it for real” and “Discover the you, you never knew, discover Peru”.