PromPeru Unveils New Global Tourism Promotional Campaign
By Brian Major
September 04, 2012 10:13 PM
PromPeru, the Peruvian Commission for the Promotion of Exports and Tourism, launched an international promotional campaign featuring a movie trailer format that focuses on Peru’s rich history and modern luxury, and highlights the country’s historical legacy, modern architecture, five-star hotel properties, upscale dining and excellent service, according to PromPeru officials.
Peru’s historic and modern offerings are each highlighted in two versions of the trailer, each designed to communicate the message that the country has “the best of both worlds,” said José Luis Silva Martinot, Peru’s minister of exports and tourism. The video can be viewed on the PromPeru website.
The campaign will air in the United Kingdom, Canada, the United States, Argentina, Colombia, Chile, Brazil, France, Germany, Spain and Italy in 2012. South Korea, China, Japan, Australia and Mexico will be added to the campaign in 2013. The presentation will be distributed across a variety of platforms with the goal of achieving a tourist arrivals increase of more than nine percent by the end of 2014. PromPeru will continue to utilize the iconic Machu Picchu archaeological site as the country’s “symbolic element,” according to PromPeru officials. The campaign will also highlight the distinctive Cusco, Amazon and Lima regions.
“This campaign is directed at promoting the arrival of more tourists to Peru while reinforcing the message that our country has an excellent hotel infrastructure, with comfortable and luxurious resorts -- and exclusive and modern services for the most discerning travelers, without casting aside all the historical legacy of Peru,” said Martinot.