Peru was seeking to promote itself as a destination in airports around the world, but these spaces are sold at a very high cost. So, 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.

Tourism is the third most important industry in Peru. Macchu Picchu is one on the wonders of the world, but Peru also much more to offer. So we needed a campaign that allowed us also, to have the ability to show more than that 1 famous destination, with a very limited budget for media.