Proexport

Advertiser. Proexport.
Campaign. Colombia es PasiĂłn (Colombia is Passion)
Agency. PHD.

The Marketing Challenge. Advertise Colombia as an attractive tourist destination, mainly based on the Colombian, who’s charismatic, joyful, kind, passionate, helpful and charming. Also, relying on its beautiful landscapes, culture diversity and delicious cuisine. It’s all comprised in the Tag Line “the only risk is that you might wish to stay”. Changing the perception and concept in 6 main markets: Peru, Venezuela, Ecuador, Spain, USA and Brazil.


Brand Insight. Be able to charm all foreigners who don’t regard Colombia as an attractive tourism destination, upon this concept, a multiplatform offer was created aiming to show and make foreigners fall in love with all the excellent experiences reflecting what Colombia is really like. The Colombians passion for their country.

Consumer Insight. Beautiful landscapes and kind people are two of the main and key reasons every tourist is seeking when it comes to choosing a destination to visit, TV and Internet are the most used means to gather and refer information about places and destinations; there comes the prior decision-making and many times comments heard later on play their part influencing on visiting a destination or not.

Communication Strategy. There was an online call where 6 foreign couples from different countries were chosen, aiming to discovering Colombia from beginning to end, visiting the main tourism sites of this beautiful country, and on each site they’d have a cultural or skills test, always taking place at the site of interest. 

The creativity of communication and activation. We called on 12 people among bloggers and travel fans from the 6 markets of interest, bloggers made their decision based on a ranking and fans took part in an online call where each of them had to talk about their life experience and why travelling to Colombia on a video that would afterwards be uploaded on YouTube, and the 6 most creative ones were picked. Together, bloggers and travel fans visited Bogota, the Colombian Coffee-Growers Axis, Cartagena and Santa Marta. People could follow this adventure through the videos, photos and activity comments continually uploaded on social networks (Flicker, Twitter and Facebook), while NatGeo filmed experiences 24-7. With this material, then a 1-hour show called “The experience of your life” was made in Colombia by foreigners.

The results. The show was watched in 16 countries in Central and South America, Spain and Portugal. Visits on the client’s website “Colombia.travel” doubled. On the day of the show, visits on www.investingcolombia.com.co were increased by an 86%. Twitter had 79,169 comments with the #colombiatrip hashtag, one of the most commented subjects in the last 7 months and still growing.
The number of tourists in the month of December was increased by a 25%, all this happening only three after the campaign launch.