Destination Marketing

Co-Branding Action Chile and Shopping Centers in Sao Paulo and Rio De Janeiro

Challenge:
Develop a co-branding action in partnership with a commercial establishment, focusing on classes A and B with high purchasing potential, and promoting the destination through a promotional action. Main objectives: increase the brand awareness, stimulate the desire to travel to the destination and deepen consumer engagement with the Chilean brand.
 
Strategy:
Imaginadora has developed a partnership with two of the most important luxury malls in Brazil (one in Rio de Janeiro and one in São Paulo). It was a special action for Father's Day, and in the promotion participants who made purchases of a certain amount in stores in these malls would have the opportunity to participate in a cultural contest to win trips to Chile. The winning participant could choose the itinerary! In total, there were 8 complete trips with a companion to Patagonia, Atacama Desert, Lake Region, and Santiago.
As it was a co-branding action, the malls offered the entire promotional structure in the malls and exchange kiosks and helped to publicize the promotion; and Chile cooperated with travel award. The action was supported by the social media strategy for engaging with consumers.
 
Result:
The action directly impacted more than 15,000 consumers in the malls during the promotion period and more than 60,000 consumers on social networks.
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