Agency: Raya, Santiago
Media: Experiential
Category: Travel, transport & tourism
Client: Sernatur / Chile Travel / Wheel The World
Agency: Raya, Santiago
Country: Chile
Director: Álvaro Silberstein
Executive Creative Director: Felipe Medina
Creative Director: Nicolás Pérez
Art Director: Pablo Pacheco
Published: April 2018
Synopsis:
For 2 years in a row, Chile has been recognized as the World's Leading Adventure Tourism Destination by World Travel Awards, that added to being nominated on having "World's driest desert" and "World's hardest treks" on several online rankings, have created an image of Chile as a tough country to enjoy.
To change our reputation, we addressed a social issue never discussed before on Chile to earn media attention on a global scale: We made history creating the first inclusive trekking route in Patagonia to take for the first time a disabled person to Torres del Paine base camp. An experience that was expanded to two new inclusive routes: Easter Island and Cochamo. The 3 documentaries that were shot after the expeditions showing the mind-blowing experiences and the first-time reactions of disabled people visiting Chile, inspired media and foreign travellers to consider Chile as a must visit country.