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Friday, February 4, 2011

Branding Peru: Some aspects to build a strong country brand

Peru Live the Legend is the marketing slogan used by the Peruvian government to build a strong brand among those keen on having an unforgettable experience of live. But how to develop a powerful country brand? First of all, lets analize our target:
Perfil del turista extranjero en Peru 2009

We can see that there isn't any difference between the amount of men and women coming to this land: 51% are men and 49% are women. 54% of foreign tourists are between 25 years old and 44 years old. 53% of them have are not single. 67% of tourists coming to Peru studied at University, have post graduate studies or any sort of master degree.

62% of them are interested in things related to politics, culture and economics. They spend an average of $1040, and half of them are not interested in going to pubs, cultural restaurants or theathers: 56%

In a nutshell, we can see that an average tourist is someone able to spend money, well educated and keen on a cultural, outdoor experience.

Now, having that information, lets analize the branding objectives for this campaign:
  • Further develop Peru as a premier holiday destination.
  • Create a powerful, distinct meaningful global brand identity.
  • Make tourism a major engine for economic growth for Peru and its people.
  • Build authentic travel experiences rooted in the brand message and image.
  • Create and develop tourism circuits based on Peru's unique assets related to its:
  1. -History
  2. -Culture
  3. -Contemporary civilization

This spot tries to organize, and put together these ideas: adventure, outdoor experiences and cultural learning. Images showing Machu Picchu, sissors dancers, pink dolhins, food and many more while a mysterious middle age female voice wishpers stories about them. Then a message like "this mysterious place exists, see it, feel it". And then the slogan: Peru, live the legend, which is composed by the verb to live, that means, go outdoors; and the second part that leads to another different kind of experience: a legend.

In this spot, having in mind the tourist profile, marketers try to offer Lima city, capital of Peru as a place that offers many different experiences to enjoy. A place in which you will find leisure, history and culture. This is not a different message compared to the last clip, but it adds some different components.

Some important points Peruvian tourism office has to take account

Although it is clear what kind of tourist is coming to Peru, it is necessary to figure out what to do with some worldwide facts:
  • The recession has changed everything
- No one income group or demographic is exempt
- The rich no longer “feel luxurious”

  • Mass Market: The new leadership group
- The concept of “saving” is a way of life, and Global Media: Travel they will still travel
- Standards are high, but different
- The Chinese have middle class values and travel in groups

  • Keeping the options broad
- Development of lodging, ground transportation, access to sights, etc, should be evenly provided from luxury to economy.

Stakeholders: Improving the marketing chain
The branding process needs to develop a powerful chain that identify and develop committment between the main stakeholders:
  • The not-so-obvious travel stakeholders
- Textiles.
- Retail (restaurants and others).
- Infrastructure and other construction companies and ministries.

  • Agricultural products, companies, ministries (such as coffee)

Branding process
Focus on a viral process, the strongest tool is the coherence between the media message and the personal message of those who has come to Peru previously. This tends to generate feed back, as long as the interest grows as time gos by.

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