During the 2018 FIFA World Cup, Peru implemented an innovative experiential marketing campaign, Casa Perú in Russia. This campaign has just been awarded an ANDA 2019 prize in the Non-Financial Services category.
Casa Perú in Russia sought to increase awareness of our country as a tourist destination as well as show our export offering, cuisine and ancient culture to the Russian public and tourists who came to Moscow to catch the major sporting event.
The campaign beat other, widely publicized campaigns, to the top spot, such as "Vamos a volver" by Movistar Peru, which sought to make Peruvian fans unconditional during the World Cup, and “Prepago chévere", which reminded mobile phone users of the benefits of Claro's non-contract payment system.
The National Association of Advertisers (ANDA) awards recognize the most outstanding actions in Peru’s communications industry, recognizing marketing, advertising and commercial communication the ideas and initiatives that, owing to their originality, effectiveness and significance, have helped to construct a brand.
The Casa Perú promotion strategy contributes to improving the country's image and Peru's reputation at an international level in various areas of global importance such as tourism, exports and investments.
In 2018, this activity took place on three occasions: during the 23rd Winter Olympic Games (South Korea), at the South by Southwest Festival (USA) and during the FIFA World Cup (Russia).
Casa Perú was designed by Marca Perú of PROMPERU to promote the best of our country abroad.
Tha Casa Perú held in Moscow also recently won two important prizes at the Eventex 2019 Awards: first place in the Cultural Event category and second place in the Public Event category. The Eventex Awards are considered by industry leaders and the specialist press to be the "Oscars of the events world". It also received the Business Creativity Award at the end of 2018 in the Tourism and Recreation category.