Instead of buying available spaces, which would have meant millions of dollars per year for the campaign, we created “Suitcases of Peru”, a luggage collection that showcases the different wonders of Peru and invite tourists from around the world to visit, in the precise spot where all travelers are always paying attention: the baggage carousel.

Each of these suitcases was given directly by the Ministry of Tourism to the main figures of the country: sports people, chefs, artists, scientists and others; persons that visit hundreds of airports all around the world every year. The campaign was launched in social networks and it was a great hit. Thousands and thousands of Peruvians and foreigners asked for their suitcase to join in as ambassadors of the brand. Currently, these suitcases are traveling not only through airports but across cities, generating advertising value for the country, calculated in millions of dollars (and growing every day). Suitcases of Peru became the new way to advertise Peruvian destinations at an insignificant cost compared with traditional advertising spaces.

+U$D 5.400.000 in publicity generated so far, and growing every day.

+U$D 1.000.000 in free media

+Due to success in social media, people ordered their own suitcase and we now have thousands of ambassadors all over the world.

+We created a new media to promote tourism for Peru.

Instead of buying available spaces in airports, which would have meant millions of dollars per year for the campaign, we created a new media channel: “Suitcases of Peru” a luggage collection that showcases the different wonders of Peru and invites tourists from around the world to visit, in the precise moment where all travelers are always paying attention: the baggage carousel. And the best of all: it was completely free.

Our target Audience: All ages travelers from all over the world.

We conduct a study within them, and found that travelers are more prone to think about their next trip, while finalizing the previous one. So we had a challenge, impact our target in international airports.

But with the given budget there was no chance that we were able to buy any of these spaces. So we had to find a new space, within our budget.

During research, we found one in particular, where every traveler is paying much more attention than in any other: The baggage carousel.

We needed to find a way to cause impact in this space, without having to pay for it. That's when Suitcases of Peru were born.

Tourism is the third most important industry in Peru, that's why Promperu wanted to promote the country in some of the most importante airports worldwide. But airports are one of the most expensive places to buy advertising space. Every country wants to be there showing their attractions, and we had a very limited budget.

Brief:

To gain as much visibility as we can in international airports, within our limited budget.

Objective:

To promote Peru as a tourism destination.