At present, big and small advertising agencies follow the trend to appeal to patriotism and make this a feeling. And it works. Apart from the social problems that every country has, Peru is loved by the members residing there and tourists, both for its cultural, culinary and tourist wealth.
What is the concept that Marca Peru has been using lately?
Their approach is to show that being Peruvian is not a nationality but a feeling, and that culture has touched the hearts of many people around the world.
The campaigns that have been developing, play with syncretism. And there are a mixture of foreign and Peruvian traditions. Clear examples of this are ‘Peru, Nebraska ‘ (2011 ) and ‘ Loreto, Italy (2012 )’. Although both had very good results and ” claimed ” the love of the Peruvian, it is strange that has not been started doing a concept purely national. And it is that ” Nebraska ” is obviously not in Peru and ” Loreto ” is in Italy.
The intention is good and so were the results. But our country contains varied treasure that we must show to the tourists themselves, but also show it to our own countrymen. Clearly they are campaigns to generate tourism, but should remember that tourism will not be effective if the host country do not know their home.
In the ads it was shown how a group of Peruvian attempt to show our customs to distant places in our country. Customs cliches but something essential. The question is, how many Peruvians know the capital of Loreto? How many rivers are there? What is your main source of wealth in flora and fauna?
Sometimes when you see a foreigner in another country or see that you give more attention to where you belong, a “style ” or “trend” is generated. It’s therefore that, quite apart from actually being Peruvian is a feeling, must also educate the hosts home.
The last spots that made Marca Peru show three characters:
The first is played by Oliver Conan, a Frenchman who lives in New York (United States) and who loves chicha music, to the point of having a musical group called ” Chicha Libre”.
By Manuel Alfaro, a Puerto Rican chef married to a Peruvian that sells in a ‘food truck’ ( American version of a sanguchero cart) Peruvian food to residents of Washington DC; and Ivone Novey, a Panamanian who loves Peruvian horses and creole music.
Actions in social networks
Today there is no doubt the fundamental role played by social networks. That is why the active participation of users generated through social networks. A Facebook application allowing create original phrases that identify Peruvians, with the hashtag # MásPeruanoQue, and share them with your contacts generated.
As part of this initiative outdoor advertising was also included through fences in the street in Lima, Cusco, Arequipa, Trujillo and Iquitos with some phrases like ” Más peruano que los anticuchos”, “Más peruano que el Misti”, “Más peruano que el alalau”, “Más peruano que el chupete de aguaje”, “Más peruano que el lindo di”, and more..
According to Ipsos Global, Brand Peru is recognized by 77 % of Peruvians, a figure that is well above the average brand recognition countries for their own citizens, which is 39%. Conclusion: the objective has been achieved.