During the International Tourism Fair, FITUR 2018, Peru Country Brand and Sony Music reached an agreement to record music videos with well-known international artists, which will help promote Peruvian destinations worldwide, said the Commission for the Promotion of Peruvian Exports and Tourism (PROMPERÚ).
Peru will add this new high-impact marketing strategy to a series of actions within its new international tourist campaign, 'Peru, the richest country in the world'. This is the first time that the prestige of both brands comes together to produce successful results in attracting international tourism.
"The music videos are a creative and innovative way to promote our tourist attractions worldwide since they often go viral on social networks, they have a longer shelf-life than a traditional TV commercial during an ad campaign, and they don't 'interrupt' what's being watched," the PROMPERÚ Communications and Country Image director, Isabella Falco, explained.
Additionally, being videos by well-known artists, they will be part of Sony Music promotion strategies and will be broadcast on the stars' social networks. This will allow Peru's diverse landscapes to be positioned and, indirectly, shown as a destination for this type of production.
Some of the many other benefits of this agreement are the publication of images showing the best moments of filming, official photos to promote the video, videos with tourist content, and the artists' interaction on their social networks speaking about Peru. These productions hope to achieve over 650 million non-intrusive hits aimed at different target audiences.
It should be noted that a Peruvian delegation participated in FITUR 2018 between January 17 and 21, one of the world's most important tourist fairs that takes place in Madrid, with the intention of reaching business potential worth nine million dollars. On the first day, Peru received the Excellence Award for its advertising campaign, 'Generation with a Cause', which promoted its cuisine and was carried out with T-Brand - the content platform from The New York Times - and which reached around 130 million people.