Peru’s international advertising campaign: “Peru, Empire of Hidden Treasures” and its slogan "Don’t watch the movie, live it" is expected to reach 245 million people, said the country’s Export and Tourism Promotion Board (PromPeru).
PromPeru’s Tourism Director María del Carmen de Reparaz, said that so far the campaign hit 199,999 views on YouTube.
“We are in 12 countries, including United Kingdom, Chile, Canada, USA, Brazil, France, Germany, Spain and Italy," De Reparaz told Económika magazine of El Peruano official newspaper.
The director said that in 2013 the campaign will hit the Republic of Korea, China, Japan, Australia and Mexico.
“We’re also running the campaign in bus stations, the videos are also shown at Cinemark cinemas in South America," she added.
De Reparaz noted August 2011 marked a new challenge for PromPeru: to attract more tourists in a context of the economic crisis in Europe and the United States, and to promote the country as destination for Peruvians.
"The first strategy was to develop a campaign that will help us to introduce Peru as a multi-destination country and not as a mono-destination one, as we had worked in recent years promoting Machu Picchu," she explained.
Peru’s international advertising campaign: “Peru, Empire of Hidden Treasures” and its slogan Don’t watch the movie, live it is expected to reach 245 million people.