Ecuador targets UK with tourism spend

The Ecuador Tourist Board is preparing a £10m global campaign to battle against Brazil and Peru for wealthier tourists.

/b/n/x/EcuadorTourism.jpg

The tourist board is targeting people aged between 28-45 who have the money and freedom to experience more exciting holidays. The campaign will initially address the UK, Germany, United States and Canada and highlight the vast array of different travel experiences and terrain in Ecuador, from the Andes to the Amazon and Galapagos Islands.

The advertising, developed by newly appointed agency Leagas Delaney, will highlight nuggets of information and things to do, such as “See 350 Orchids in one afternoon”. The campaign will use out-of-home, press and social media and may introduce TV advertising for its second stage.

Tim Delaney explains that Ecuador offers an appealing mix of both “hedonistic” beach culture and interesting landscapes.

The activity will take place under the already established positioning line “Love Life”, unveiled last year and is expected to launch within weeks.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here