PromPerú
New York, USA
identity on a global stage to
reignite traveler confidence.
Showcasing Peru’s cultural
identity on a global stage to
reignite traveler confidence.
Film Production
2023
Promperú faced an unprecedented
challenge
In 2023, faced with social unrest across Peru and the resulting decline in interest from international
travelers, PromPerú faced the challenge of regaining trust and interest in the country as a tourist
destination. The task was complex, given that the most iconic regions were inaccessible to tourists.
Strategy
PromPerú focused on highlighting the country’s cultural richness as its main attraction, bringing Inti Raymi, the vibrant Festival of the Sun God held in Cusco, to New York. This celebration, representative of Peruvian traditions, became the centerpiece of its largest BTL campaign in recent years.
PromPerú focused on highlighting the
country’s cultural richness as its main
attraction, bringing Inti Raymi, the vibrant
Festival of the Sun God held in Cusco, to
New York. This celebration,
representative of Peruvian traditions,
became the centerpiece of its largest BTL
campaign in recent years.
Implementation
BTL Action in New York: An
unprecedented event was organized,
bringing a group of more than 30
Peruvian artists to perform at iconic
locations in New York, appearing in front
of thousands of people and encouraging
direct interaction with the audience.
Themed
Audiovisual
Production
Themed Audiovisual Production
The campaign featured a production that
followed the sun’s cycles throughout the
day to emphasize the worship of the sun
god. Filming began at dawn in New York
City, symbolizing the Inca priest’s call to
take over the city. As the sun rose and
grew stronger, artists began dancing and
singing at key locations throughout the
city, including Times Square, Central Park,
Wall Street, Central Station, the Brooklyn
Bridge, DUMBO, and Radio City Hall.
Media and
International
Recognition
The campaign gained international
attention, with media outlets around the
world covering the event. This was a first
step toward reconnecting with
international travelers and improving the
global perception of Peru.
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