In 2021, San Carlos de Bariloche stood out for its ability to stay relevant despite the tourism crisis that closed more than 8,000 businesses in Argentina. Bariloche and AXON Marketing + Communications implemented a digital communications strategy under the message “We’ll meet again,” targeting affluent travelers. Using technology to showcase the city’s natural beauty from a distance, they focused on messages of trust and resilience.
Social networks played a crucial role, where Bariloche showed its attractiveness and capacity to welcome post-pandemic tourists. The digital strategy included promotion in premium and non-premium media, achieving 165 impacts between December 2020 and March 2021. Influencers and prominent journalists were key in promoting Bariloche’s rich tourist and gastronomic offer.
Notable results include Bariloche’s position as the number one destination in air traffic in the first 15 days of 2021, with 14 daily air frequencies and the reception of approximately 65,000 tourists in February. The “Bariloche a la Carta” event highlighted its gastronomy, positioning it as Patagonia’s largest event in this sector.
The campaign won three international awards, demonstrating Bariloche’s effectiveness in transforming the crisis into an opportunity for growth and international visibility.
