Uncovering the richness, beauty and adventure of Peru

Despite Australia ranking as a top five source market for visitor expenditure in-destination, Aussie visitor numbers to Peru have been in decline in recent years.

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Brief.

PromPeru (the national tourism board of Peru) approached Example to develop a suite of new mixed media audiovisual content and assets for use in future Australian marketing activity, specifically designed to position Peru as an accessible and exciting destination for Australian travellers. The brief was to capture and deliver content that promoted Peru as the ideal destination for adventure, nature, culture and gastronomy, appealing to Australian metrotechs.

SOLUTION.

In early 2019 Example organised and hosted four highly influential Australian personalities, as well as a photography and videography crew, on a two week itinerary across Peru. Each appointed ambassador was used to showcase a different theme, with Aussie Hollywood actress Nat Kelley nominated as ‘culture’ ambassador, prominent photographer Quin Schrock tasked with promoting ‘discovery and nature’, high-profile travel blogger Jackson Groves given the ‘adventure’ theme, and leading Sydney chef Andy Allen chosen to endorse Peru’s incredible ‘gastronomy’ offering.

The captured video footage and imagery presented four distinct views of different travel experiences within Peru, through the eyes of influential and prominent Australians.

As well as the creation of overarching brand and individually themed videos, Example also delivered a media library of new high-resolution imagery, themed editorial articles written in conjunction with each ambassador, and negotiated for each ambassador to publish a number of posts across their own social media channels. The newly developed content will now be used in an upcoming marketing campaign, targeted specifically at Australian travellers.

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AUDIENCE REACH
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AUDIENCE ENGAGEMENTS
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NEW ASSETS CREATED
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IN-DESTINATION AMBASSADOR POSTS
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“Thanks a lot to you and the team for all the dedication and support during the entire process.”

Karina Oliver, PromPeru

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