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DDB Latina And Tribal 121 Hack Airport Marketing In Peru Luggage
Manuela Walfenzao| 10 de mayo de 2017
Maletas de Perú muestra a muy bajo costo las maravillas del país
DDB Latina feels proud of the work the region is sending this year to Cannes Lions. Peru Luggage is one of these cases, developed by Tribal 121 Lima for its client Perú Marca País.Peru was seeking to promote itself as a destination in airports around the world, but these spaces are sold at a very high cost. So, instead of buying available spaces, which would have meant millions of dollars per year for the campaign, they created Peru Luggage, a luggage collection that showcases the different wonders of the country and invite tourists from around the world to visit, in the precise spot where all travelers are always paying attention: the baggage carousel. Each of these suitcases was given directly by the Ministry of Tourism to the main figures of the country: sports people, chefs, artists, scientists and others; persons that visit hundreds of airports all around the world every year.The campaign was launched in social networks and it was a great hit. Thousands and thousands of Peruvians and foreigners asked for their suitcase to join in as ambassadors of the brand. Currently, these suitcases are traveling not only through airports but across cities, generating incalculable advertising value for the country, calculated in millions of dollars. Peru Luggage has become the new way to advertise Peruvian destinations at an insignificant cost compared with traditional advertising.
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