Peru is known worldwide for Machu Picchu and Cusco, but Promperu’s constant challenge is to promote the wealth beyond these iconic destinations. In order to diversify tourism offerings and capture greater international attention, Promperu and AXON Marketing + Communications developed a comprehensive strategy to increase the flow of tourists from three key markets in Latin America: Colombia, Argentina and Mexico, adapting to a fluctuating and unstable regional economy.
The proposal included a focus on Lima’s gastronomy, new routes in the north of the country and the jungle as main complements to the traditional tourism offer. The tourism promotion strategy combined traditional and digital tactics to effectively connect with diverse audiences. Strategic consulting and targeted professional campaigns allowed us to design specific actions that responded to both market needs and Peru’s tourism objectives.
Specialized content, both online and offline, played a crucial role in maintaining relevance and interest in the destination, while strategic media relations ensured constant and positive coverage on different platforms. In addition, the strategy included the organization of workshops, business roundtables and BTL (Below the Line) campaigns and events, which allowed for direct and personalized interactions with target audiences.
Event marketing and a network of commercial allies and partners amplified the reach and effectiveness of promotional actions. SEO positioning and social media ensured a robust and visible digital presence, supported by travel and press tours that provided direct and authentic experiences of the Peruvian destination, strengthening its image and attractiveness in international markets.
Results:
- Average annual growth of 10% in the number of tourists from Colombia, Mexico and Argentina.
- Lima was positioned as one of the top five destinations in Latin America.
- Arequipa, Puno and the northern beaches emerged as destinations extensions of Cusco.
- Approximately US$2.4 million in value from regional publications.
- More than one million positive mentions on social channels in the three countries.
- Winner of the SABRE Awards Latin America, the Golden IPRA Awards and the Eikon Awards.
