Advertiser: PROMPERU
Agency: MEDIA8, JWT LIMA
Category: Travel, Entertainment & Leisure
Advertising campaign: EMPIRE OF HIDDEN TREASURES
Production Director: Mónica Torres (JWT Lima)
Head Of Art: Renzo Sanguinetti (JWT Lima)
Executive Creative Director: Fernando Iyo (JWT Lima)
Executive Creative Director: Javier Graña (JWT Lima)
Copywriter: Juan Pablo Peschiera (JWT Lima)
Effectiveness
The Tv Ad / Trailer was shown at more than 300 film theaters around the world, reaching 5+ million people, and since the campaign, arrivals to Peru from every country where the Tv Ad / Trailer was shown increased, having up to 19% more arrivals from one single country.
Execution
The idea started out as a con; to make people believe they were watching a trailer of an interesting movie, but in the end they’d realize it was a movie worth living, an action packed movie that you could actually experience travelling to Peru.
Strategy
Peru needed to increase its receptive tourism and to do so, Promperu had to make an impressive global campaign making our country a desirable place to travel to.The target audience was men & women 35 up who search for new adventures and want to experience the country’s culture rather than go to museums and churches and do the common sightseeing.The insight was that movies are far more exciting that real life, and in Peru, you would actually be able to live your life as if it was a Hollywood movie.It was relevant because we approached the task at hand in a different way, giving travelers the opportunity to see how their experience in Peru could be as exciting as an action movie.