With live images from the citadel of Machupicchu and great expectations, "PERÚ AHORA" was presented, the advertising campaign with which Peru returns to the eyes of the world as a diverse, safe and competitive destination.
The international strategy promoted by the Commission for the Promotion of Peru for Exports and Tourism (PROMPERÚ) was presented by the Minister of Foreign Trade and Tourism of Peru, Luis Fernando Helguero, and the executive president of PROMPERÚ, Walter Vizarreta, within the framework of ITB Berlin 2023.
This advertising campaign shows everyday moments and views of beautiful representative landscapes of Peru, such as Machupicchu, Huacachina, Gocta, Laguna 69, northern beaches, among others. The strategy seeks to reinforce the positive image by which Peru has been characterized and, above all, inspire tourists to discover the country through its diversity of experiences, culture, landscapes and sensations along an extensive coastline, with spectacular Andean landscapes and an exuberant Amazon jungle.
The articles and digital pieces that will be broadcast internationally will be disseminated through important specialized media such as National Geographic, The New York Times, CNN, HBO and the Forbes Group, as well as different social media platforms, highlighting the exceptional cultural legacy, nature, gastronomy and hotel infrastructure.
"PERÚ AHORA" has an investment of approximately 2 million euros, and will be in force until April 10, mainly in cities such as: Los Angeles, New York, Mexico City, Santiago, Arica, Iquique, Antofagasta, Quito, Cuenca, Loja , Machala, Guayaquil, Bogotá, Medellín, Madrid and Barcelona, among others.
The target audience to which it is directed is young and adult travelers made up of Millennials and Generation X (between 25 and 54 years old). It is estimated that the campaign will be viewed by 38.9 million people.
It is worth mentioning that the ITB - Internationale Tourismus Boerse fair is one of the most important for the international tourism industry, and concentrates supply and demand from the five continents in one place. In the commercial platform there are 187 countries: 10,000 exhibiting companies, and 120,000 professional visitors, of which 1,000 are VIP buyers.
Reactivation of tourism Tourism
is a productive activity with a great impact on the country's economy and in January of this year we have had the visit of 25,000 foreign tourists and campaigns such as PERU NOW seek to recover the pre-pandemic figure in the long term.
The intention is to generate confidence in future travelers, keeping alive a link that can inspire them to consider our country in the list of destinations chosen for their next trips and preserve the memory of our brand.