Industry Sector Categories / 47 - Travel & Tourism

Project: Discover Peru

Client: Tourism Board of Peru (PROMPERÚ)

Information on the application

Category name:Gold SABRE Award / Industry Sector Categories - 47 Travel & Tourism

Title of the Campaign:"Discover Peru"Client:Tourism Board of Peru (PROMPERU)Agency:Axon International Corp

Team Project Manager in PROMPERU: Liz ChuecasProject Manager in Axon International Corp: Catalina Parada

It is the Commission for the Promotion of Peru for export and tourism. A specialized technical agency under the Ministry of Foreign Trade and Tourism, responsible for the promotion of Peru in the field of exports, tourism and image.

Their mission is to position Peru in the world through the promotion of their image, their different tourist destinations and their export products with added value, contributing to sustainable and decentralized development of the country. Their vision is to be the agency for export promotion and number one in tourism in Latin America (in results and recognition).

Peru, is a sovereign country of western South America. The Pacific Ocean borders the Peruvian coast and to the north it borders with Ecuador and Colombia, Brazil to the east, and with Bolivia and Chile in the southeast. Its territory is composed of diverse landscapes: the valleys, plateaus, and the high peaks of the Andes are deployed to the west toward the coastal desert and the Amazon Basin to the east. It is one of the countries with the world's richest biodiversity and greater mineral resources.

What is PROMPERU?

The global crisis decreased the number of travelers from Europe and North America, the reason why, the main tourist offices in Latin America began to look inward and thread their best marketing tools to attract more travelers in South America.

In recent years, Colombia, has increased by 13.9 % their emission of tourists toward the world. According to the statistics provided by PROMPERÚ, Colombia's travelers have demonstrated an incline towards high spending power, business tourism and holiday tourism. For this reason, Colombian tourists became an area of opportunity to increase tourism towards Peru.

Opportunity

"Discover Peru". Peru is an ideal destination for your next vacation. It is not only the perfect place to get lost, but it is also the perfect place to discover. In Peru not only you will learn to appreciate and experience: its forests, its beaches and mountains, its people and culture... you will also learn to discover yourself. And that is an insight you will never want to forget. Also, Peru is an economical destination, increasingly captivating more tourists by attractions such as Machu Picchu and variety of its gastronomy.

Goals• Increase the number of Colombian travelers who visit Peru.• Strengthen the commercial chain of Colombian companies who sell Peru as a destination. • Increase the presence of Peru in the media outlets.• Promote and position Peru's brand with entrepreneurs and potential travelers.

Key Audiences• End user - potential traveler.• Businessmen of the Colombian tourism (tour operators).• Media outlets.

Concept of the campaign

StrategyA combination of strategies for marketing and public relations, with special focus on each target audiences. The generation of negotiation spaces between Peruvian and Colombian entrepreneurs who desires to sell towards the destination. A powerful relationship with media outlets and opinion leaders to stand out the attributes of the destina-tion. Increase remarkable actions for the end consumer to captivate their interest of traveling to Peru.

Specific Actions

Tour Operation

Fair Participation

Door to Door

FAM Trip

Training

Roadshow

Newsletter

Presence in the exhibit Showcase of ANATO, the negotiating space more important in Colombia. Peruvians sellers and Colombian buyers interested in the destination, by executing commercial engagements and stimulating future business deals.

Investigation projects to gather insights and information of interest for the sale of the destination.

A selection of main tour operators with the greatest potential in Colombia, were invited with all expenses paid, to tour the main destinations and hotels of Peru. In this way, all the information gained was focused on the sale of the destination.

Training Events for travel agencies and sales force, with the purpose to increase their knowledge of the destination, thereby enhancing their sales.

E-mail marketing with the major developments of the destination, prices, offers and attractions.

Rounds of negotiations between Peruvian sellers and Colombian buyers.

Media Relations

Press Tour

Newsletter

BTL

Media

End User

Powerful work relationship with media outlets. Innovative stories about the main attractions of the destination, Peru, focused on all media platforms.

Counted with key opinion leaders in the Colombian press, to reinforce the image of Peru as "the best destination for your next vacation".

E-mail marketing with the major developments of the destination, prices, offers and attractions.

Brand activation on one of the main commercial attraction in Bogota. Focused on selling the experience of the destination and generate interaction through media and social networking.

Scheduling

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May JunActivity / Date

Anato Fair

Door to Door

FAM Trip

Training

Roadshow Peru

Media Relations

Press Tour

BTL

20132014

12

6

9

Results

657 people of travel agencies or wholesale companies trained for the sale of the destination Peru.

8 important influencers formed part of the program of Press Tours to Peru.

816 commercial contacts between Peruvian sellers and Colombian buyers.

Results

12,230 new fans on Facebook, 338 contestants, 1203 downloads of the application “Visit Peru”, as a result of the brand activation in the Shopping Center.

150,000 people - between entrepreneurs in tourism and journalists - impacted the contents of the e-mail marketing (Newsletter).

About US$ 3 million in Ad value with positive publications about the local attractions of the destination Peru.

8% more Colombian tourists visited Peru at the end of the

first semester of 2014 (compared to the first semester of 2013).

Established in 2005, Axon International Corp. is a public relations and communication agency with highest growth in Latin America. With it's head office in Miami and an it's own network of offices in 9 countries, Axon has executed diferents campaings across all latin american markets and the east cost of the United States. During it's ten years of expansion has designed and develop public relations and communication strategies for such brands as the Australian Trade Commission (Austrade), Avian-ca, Buscapé, BSA | The Software Alliance, Casa Luker, CT Partners, Heidrick & Struggles, Kroll Latin America, Grunenthal, Microsoft, Ministry of Trade and Tourism of Peru, Ministry of Tourism of Uruguay, Nokia, Open International Systems Corp, Peruvian Commission for the Exports and Tourism (PROMPERU), Sodexo, STS Group and Western Union, among others. In 2014, was awarded the “Best Latin America Campaing” by the Sabre Awars America and the Golden World Award IPRA 2014 for “Best Media Relations Campaing”.

About Axon International Corp.