It is the Commission for the Promotion of Peru for export and tourism. A specialized technical agency under the Ministry of Foreign Trade and Tourism, responsible for the promotion of Peru in the field of exports, tourism and image. Their mission is to position Peru in the world through the promotion of their image, their different tourist destinations and their export products with added value, contributing to sustainable and decentralized development of the country. Their vision is to be the agency for export promotion and number one in tourism in Latin America (in results and recognition).

1. Industry Sector Categories / 47 - Travel & Tourism
Project:
Discover Peru
Client:
Tourism Board of Peru (PROMPERÚ)

2. Information on the application
Category name:
Gold SABRE Award / Industry Sector Categories - 47 Travel & Tourism
Title of the Campaign:
"Discover Peru"
Client:
Tourism Board of Peru (PROMPERU)
Agency:
Axon International Corp
Team
Project Manager in PROMPERU:
Liz Chuecas
Project Manager in Axon International Corp:
Catalina Parada

3. It is the Commission for the Promotion of Peru for export and tourism. A specialized technical agency
under the Ministry of Foreign Trade and Tourism, responsible for the promotion of Peru in the field of
exports, tourism and image.
Their mission is to position Peru in the world through the promotion of their image, their different tourist
destinations and their export products with added value, contributing to sustainable and decentralized
development of the country. Their vision is to be the agency for export promotion and number one in tourism
in Latin America (in results and recognition).
Peru, is a sovereign country of western South America. The Pacific Ocean borders the Peruvian coast and
to the north it borders with Ecuador and Colombia, Brazil to the east, and with Bolivia and Chile in the
southeast. Its territory is composed of diverse landscapes: the valleys, plateaus, and the high peaks of
the Andes are deployed to the west toward the coastal desert and the Amazon Basin to the east. It is one
of the countries with the world's richest biodiversity and greater mineral resources.
What is PROMPERU?

4. The global crisis decreased the number of travelers from Europe and North America, the reason why, the
main tourist offices in Latin America began to look inward and thread their best marketing tools to attract
more travelers in South America.
In recent years, Colombia, has increased by 13.9 % their emission of tourists toward the world. According
to the statistics provided by PROMPERÚ, Colombia's travelers have demonstrated an incline towards high
spending power, business tourism and holiday tourism. For this reason, Colombian tourists became an
area of opportunity to increase tourism towards Peru.
Opportunity

5. "Discover Peru". Peru is an ideal destination for your next vacation. It is not only the perfect place to get lost,
but it is also the perfect place to discover. In Peru not only you will learn to appreciate and experience: its
forests, its beaches and mountains, its people and culture... you will also learn to discover yourself. And that
is an insight you will never want to forget. Also, Peru is an economical destination, increasingly captivating
more tourists by attractions such as Machu Picchu and variety of its gastronomy.
Goals
• Increase the number of Colombian travelers who visit Peru.
• Strengthen the commercial chain of Colombian companies who sell Peru as a destination.
• Increase the presence of Peru in the media outlets.
• Promote and position Peru's brand with entrepreneurs and potential travelers.
Key Audiences
• End user - potential traveler.
• Businessmen of the Colombian tourism (tour operators).
• Media outlets.
Concept of the campaign

6. Strategy
A combination of strategies for marketing and public relations, with special focus on each target audiences. The
generation of negotiation spaces between Peruvian and Colombian entrepreneurs who desires to sell towards the
destination. A powerful relationship with media outlets and opinion leaders to stand out the attributes of the destina-
tion. Increase remarkable actions for the end consumer to captivate their interest of traveling to Peru.
Specific Actions
Tour Operation
Fair Participation
Door to Door
FAM Trip
Training
Roadshow
Newsletter
Presence in the exhibit Showcase of ANATO, the negotiating space more important in Colombia. Peruvians
sellers and Colombian buyers interested in the destination, by executing commercial engagements and
stimulating future business deals.
Investigation projects to gather insights and information of interest for the sale of the destination.
A selection of main tour operators with the greatest potential in Colombia, were invited with all expenses
paid, to tour the main destinations and hotels of Peru. In this way, all the information gained was focused
on the sale of the destination.
Training Events for travel agencies and sales force, with the purpose to increase their knowledge of the
destination, thereby enhancing their sales.
E-mail marketing with the major developments of the destination, prices, offers and attractions.
Rounds of negotiations between Peruvian sellers and Colombian buyers.

7. Media Relations
Press Tour
Newsletter
BTL
Media
End User
Powerful work relationship with media outlets. Innovative stories about the main attractions of the
destination, Peru, focused on all media platforms.
Counted with key opinion leaders in the Colombian press, to reinforce the image of Peru as "the best
destination for your next vacation".
E-mail marketing with the major developments of the destination, prices, offers and attractions.
Brand activation on one of the main commercial attraction in Bogota. Focused on selling the experience
of the destination and generate interaction through media and social networking.

8. Scheduling
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May JunActivity / Date
Anato Fair
Door to Door
FAM Trip
Training
Roadshow Peru
Media Relations
Press Tour
BTL
2013
2014
12
6
9

9. Results
657peopleoftravelagenciesorwholesalecompanies
trained for the sale of the destination Peru.
8 important influencers formed part of the program
of Press Tours to Peru.
816 commercial contacts between Peruvian sellers
and Colombian buyers.

10. Results
12,230 new fans on Facebook, 338 contestants,
1203 downloads of the application “Visit Peru”,
as a result of the brand activation in the Shopping
Center.
150,000 people - between entrepreneurs in tourism
and journalists - impacted the contents of the e-mail
marketing (Newsletter).

11. About US$ 3 million in Ad value with positive publications
about the local attractions of the destination Peru.

12. 8% more Colombian tourists
visited Peru at the end of the
first semester of 2014
(compared to the first
semester of 2013).

13. Established in 2005, Axon International Corp. is a public relations and communication agency with highest growth in Latin
America. With it's head office in Miami and an it's own network of offices in 9 countries, Axon has executed diferents campaings
across all latin american markets and the east cost of the United States. During it's ten years of expansion has designed and
develop public relations and communication strategies for such brands as the Australian Trade Commission (Austrade), Avian-
ca, Buscapé, BSA | The Software Alliance, Casa Luker, CT Partners, Heidrick & Struggles, Kroll Latin America, Grunenthal,
Microsoft, Ministry of Trade and Tourism of Peru, Ministry of Tourism of Uruguay, Nokia, Open International Systems Corp,
Peruvian Commission for the Exports and Tourism (PROMPERU), Sodexo, STS Group and Western Union, among others. In
2014, was awarded the “Best Latin America Campaing” by the Sabre Awars America and the Golden World Award IPRA 2014
for “Best Media Relations Campaing”.
About Axon International Corp.