Destination Marketing
Street Intervention And Promotion #EscapadaParaOChile
Challenge:
Awakening media attention by promoting Chilean tourism through creative, innovative, and interactive action. A high-impact and pioneering initiative carried out by a destination in Brazil that could also attract potential travelers and destination buyers through a sensory experience about the country's diversities.
Strategy:
A giant 8 x 8-meter cube was installed on Avenida Paulista, São Paulo, where participants were invited to undergo a totally sensorial experience. Through projections such as Torres del Paine, Santiago, and the Atacama Desert, some of the biggest attractions of the destination were presented.
Those who visited the cube could also participate in a cultural campaign that went viral on social media. To boost the campaign's buzz, a promotional hashtag #EscapadaparaoChile was launched, where participants who posted a selfie photo of the cube on Twitter, Instagram or Facebook with the promotional hashtag would compete for a trip with a companion to Chile.
Result:
The results were highly positive, with an excellent impact on the media, social network and among the competitors. The promotional video went viral on social media with over 60,000 views and a media return of $450,000.
