PromPerú has marked a new era in the history of its advertising with the release of its latest international campaign featuring a series of Hollywood-style film trailers designed to appeal to high-end travellers and showcase Peru’s luxury offering.
While much of the campaign looks to showcase Peru’s diverse pre-Inca cultures, a key aim is to also change the perception of the country’s infrastructure and services, illustrating the variety of high quality luxury tourism offerings available.
The £5 million campaign will be rolled out in the UK and a further 15 markets including the US, Canada, Argentina, France and Spain between 2012-2013 with a view to increase visitors numbers by nine per cent by the end of 2014.
Chan Chan will also star in the new campaign
In the UK, the campaign will feature across a variety of media, including print and online, and will go on display at various points across the country such as airports, cinemas and the London tube.
The campaign will also feature on the tourism board’s social media channels, including Twitter, Facebook and YouTube.
Jose Luis Silva Martinot, minister of foreign trade and tourism, Peru, said: “This international campaign reinforces the message that our country has an excellent hotel infrastructure with luxury resorts whilst still maintaining our captivating historic legacy.
“The campaign also reinforces our commitment to demonstrate that Peru still has a lot to offer tourism, investment and export.”
PromPerú made a strategic decision to continue to use Machu Picchu as a symbol of the country and as a platform to promote further regions prioritising Puno, Cusco, Amazonas, Kuélap, Lambayeque, Trujillo, Piura, Tumbes, Arequipa, Loreto, Ica and Lima.
Peru’s luxury offering will be key to the new promotion
Created by J Walter Thompson, the campaign brings to life the work of archaeologist Bruno Alva who has spent 11 years gathering and interpreting Peruvian pre-hispanic iconography, which is an important aspect of the cultures that have developed in Peru.
It was Alva’s exhaustive work which enabled the ancestral characters to be accurately portrayed.
Three 90 second television segments have been created: The Beginning showcases the Chavin, Paracas, Nasca, Moche, Chimu, Tiahuanaco and Inca cultures and The Legacy showcases the quality of tourism infrastructure available in Peru.
The third segment blends both the beginning and legacy.
For further details see the accompanying microsite.