Country Brand Peru - tornus.agency

Country Brand
Peru:

Promotion campaign and BTL activation (NYC)

Promotion

campaign and

BTL activation

(NYC)

SERVICES

STRATEGY

CREATIVITY

DESIGN

PRODUCTION

LOCATION

NEW YORK

CLIENT

VISIT PERU

Promperú faces an unprecedented challenge:

Promperú faces an
unprecedented challenge:

Context and Challenge: in 2023, faced with social outbreaks throughout Peru and the consequent decrease in interest from international travelers, PromPerú faced the challenge of recovering trust and interest in the country as a tourist destination. The task was complex, given that the most emblematic regions were inaccessible to tourists.

Strategy: PromPerú opted to highlight the country’s cultural wealth as its main attraction, bringing the Inti Raymi, the vibrant Festival of the Sun God organized in Cusco, to New York. This celebration, representative of Peruvian traditions, became the center of its largest BTL campaign in recent years.

Implementation: BTL Action in New York: An unprecedented event was organized, taking to a group of more than 30 Peruvian artists to perform at iconic points in New York, performing in front of thousands of people and encouraging direct interaction with the public present.

Implementation:
BTL Action in New York: An unprecedented event was organized, taking
to a group of more than 30 Peruvian artists to perform at
iconic points in New York, performing in front of thousands of people and
encouraging direct interaction with the public present.

Themed Audiovisual Production: The campaign was characterized by a production that followed the cycles of the sun throughout the day to emphasize the worship of the sun god. Filming began at dawn in New York, symbolizing the Inca priest’s call to take over the city. As the sun rose and grew stronger, performers began dancing and chanting at major points in the city such as Times Square, Central Park, Wall Street, Central Station, Brooklyn Bridge, DUMBO and Radio City Hall.

Themed Audiovisual Production:
The campaign was characterized by a production that followed the cycles of the sun
throughout the day to emphasize the worship of the sun god. Filming began
at dawn in New York, symbolizing the Inca priest’s call to
to take over the city. As the sun rose and grew stronger, the
artists started dancing and singing at the main points of the city
such as Times Square, Central Park, Wall Street, Central Station, Brooklyn
Bridge, DUMBO and Radio City Hall.

Media and International Recognition:
the campaign gained international attention, with media from all over the world covering the event, being a first step to reconnect with international travelers and improve the perception of Peru worldwide.

Media and International Recognition:
The campaign gained international attention, with media from all over the world
covering the event, being a first step to reconnect with international travelers
and improve the perception of Peru worldwide.

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