December, 2017: Peru’s tourism body, PROMPERÚ, officially unveils its new international marketing campaign – ‘Peru, the richest country in the world’.
‘Peru, the richest country in the world’ embraces a new concept for the term ‘wealth’, and reimagines what ‘being rich’ is really about. The campaign moves away from one-dimensional destination advertising and aims to disrupt the marketplace by presenting a contemporary creative strategy based on a current trend – the new perception that being rich is based on experiences, including travel, not acquiring more material possessions.
The marketing campaign is presented in the form of a documentary-style film following Peru’s “trail of riches” to enjoy Peru in all its glorious guises; ancient history, adventure, nature and culture. The campaign’s promotional film will be rolled out via digital and social media advertising, with teaser trailers to entice viewers to watch the full inspirational video.
Peru is a country blessed with an abundance of natural, cultural and historical attractions offering visitors genuinely fulfilling experiences. The goal of the “Peru, the richest country in the world” campaign is to further position the country as a multifaceted and diverse world within a world where wealth is not measured in cash, but in experience, discovery and happiness. Peru’s ‘neo-wealth’ proposition fits into the premise that the most valuable things in the world are those hardest to come by.
‘Peru, the richest country in the world’ capitalises on the reputation the country has already gained as a world-class cultural and culinary destination. 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.”
The new campaign went live in 20 countries across the globe: United States, Canada, Mexico, United Kingdom, France, Germany, Spain, Italy, Holland, Switzerland, Argentina, Brazil, Chile, Colombia, Ecuador, Uruguay, Japan, Australia, Korea and China.
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