Discover La Guajira
Colombia
brand and content with
high-impact results
Award-winning strategy,
brand and content with
high-impact results
2025
Discover La Guajira. From
overlooked territory to
award-winning promotional
strategy: a new
era for La Guajira tourism
Discover La Guajira. From
overlooked territory to award-
winning promotional strategy: a new
era for La Guajira tourism
“Discover La Guajira” is the state´s first-ever tourism brand and content system, achieving global
recognition, measurable impact and a new identity. The brand launch marked a turning point:
for the first time, La Guajira had a unified strategy, narrative and identity to position its diversity
and attract global audiences.
“Discover La Guajira” is the state´s
first-ever tourism brand and
content system, achieving global
recognition, measurable impact
and a new identity. The brand
launch marked a turning point:
for the first time, La Guajira had a
unified strategy, narrative and
identity to position its diversity
and attract global audiences.
From positioning to performance:
results in under 12 months
In less than a year, the campaign delivered both symbolic and tangible results, showing how tourism branding can translate into
economic, reputational and institutional gains.
In less than a year, the campaign delivered both symbolic and tangible results, showing how tourism branding can translate into economic, reputational and institutional gains.
tourist arrivals (Jan–Jun
2025 vs. same period 2024).
projected international
tourism growth for 2025
(ProColombia).
increase in passenger
movement at Riohacha’s
Almirante Padilla Airport.
local businesses trained
in marketing, quality and
sustainability.
in international credit card
spending in H1 2025. +10.6% vs
same period in 2024. (Credicorp).
views across digital platforms,
combining organic traffic with
minimal ad spend.
business plans launched, with 50
smart-capital incentives and UN
TOURISM scholarships awarded.
Strategic
architecture for
long-term
competitiveness
Using TORNUS’ City Branding model, the
strategy connected perception,
positioning and
conversion through six pillars:
Strategic
architecture for
long-term
competitiveness
the strategy connected perception,
positioning and
conversion through six pillars:
- Market intelligence and segmentation using AI and behavioral data to define audiences by country, experience type, seasonality and spending behavior.
- Territorial diagnostics mapping local capacity, quality standards, infrastructure needs and sustainability gaps.
- Brand identity and co-creation of a roadmap for action grounded in the territory’s cultural and natural DNA, with global projection.
- Award-winning content strategy recognized among the best in global tourism film festivals. La Guajira’s campaign reached millions, earned extensive media coverage, and activated high-quality social media traffic directed to local tourism operators.
- Digital transformation through the official tourism portal, curated experiences, business directories and digital visibility strategies.
- Open-access media bank with professional-grade visual assets and usage guidelines to enable local operators to compete globally.
- Creative execution that met international standards — including the now award- winning audiovisual campaign.
Market intelligence and segmentation using AI and behavioral data to define audiences by country, experience type, seasonality and spending behavior.
- Territorial diagnostics mapping local capacity, quality standards, infrastructure needs and sustainability gaps.
- Brand identity and co-creation of a roadmap for action grounded in the territory’s cultural and natural DNA, with global projection.
- Award-winning content strategy recognized among the best in global tourism film festivals. La Guajira’s campaign reached millions, earned extensive media coverage, and activated high-quality social media traffic directed to local tourism operators.
- Digital transformation through the official tourism portal, curated experiences, business directories and digital visibility strategies.
- Open-access media bank with professional-grade visual assets and usage guidelines to enable local operators to compete globally.
- Creative execution that met international standards — including the now award- winning audiovisual campaign.
The region’s first ever tourism video, core to the campaign, broke new ground as the first
regional tourism film in Colombia to be awarded in the CIFFT circuit — the global championship
for tourism films, endorsed by UN Tourism. It became the only Latin American destination
worldwide to win best film across multiple festivals in the 2025 season
The region’s first ever tourism video, core to the campaign, broke new ground as the first regional tourism film in Colombia to be awarded in the CIFFT circuit — the global championship for tourism films, endorsed by UN Tourism. It became the only Latin American destination worldwide to win best film across multiple festivals in the 2025 season
• Best Regional Tourism Video & Best Cinematography – Cannes
Corporate Media & TV Awards
• Best Ibero-American Video – Terres Travel Festival (Spain)
• Best Cultural & Services Video – ART&TUR Festival (Portugal)
• Best Regional Video Worldwide – Zagreb TourFilm Festival (Croatia)
• First Latin American destination to reach this level in CIFFT,
endorsed by UN Tourism
• Best Regional Tourism Video & Best Cinematography – Cannes
Corporate Media & TV Awards
• Best Ibero-American Video – Terres Travel Festival (Spain)
• Best Cultural & Services Video – ART&TUR Festival (Portugal)
• Best Regional Video Worldwide – Zagreb TourFilm Festival (Croatia)
• First Latin American destination to reach this level in CIFFT,
endorsed by UN Tourism
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