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.

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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.

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