Few Japanese are familiar with Peru's many scenic spots and attractions, apart from Machu Picchu. Many Japanese also consider South America to be on "the other side of the world" and vaguely see Peru as being expensive and troublesome to visit. So relatively few Japanese travel there and conventional travel promotion is not very effective. Our aim was to increase travel to Peru by showing millennials its attractions and letting them know that Peru can be enjoyed on relatively short trips.

Today's information overload made it essential to produce content targeted millennials would seek, because their generation simply ignores content that sounds like a sales pitch. So we had influencers popular with millennials travel throughout Peru in a convincing manner the target could relate to. The movie has a music video style with clever, fast-paced editing and music that conveys the excitement of the journey.

To change Peru from “a country you want to visit someday” to “the next country you want to visit”, we developed movies under the concept “Peru, the Great Nation of the Unexpected” with influencers as the main characters traveling in Peru. As in the main message, “A week in Peru stays with you forever”, we communicate the ability to enjoy a short trip in Peru by only presenting locations that could be visited during a one-week journey.

From Peru, the influencer posted photos on his Instagram page. Later we created a travel movie and launched it online, especially on social media frequently visited by targeted Japanese millennials. We mainly used PROMPERU’s YouTube channel, but also posted them on Facebook, Instagram and Twitter. When the movie went online, the influencer also posted the movie on his Instagram page.

Within a month of its release, the movie earned over 1,000K plays and 3K engagements on social media. It was also widely covered by the media and the subject of 46 articles. It should be noted that the YouTube Video Completion Rate for the 3-minute-long movie exceeded 50%. These results suggest our movie won the hearts of targeted viewers.

We also received many comments and inquiries regarding the music track.