The campaign invites travellers from around the world to unwind and refresh during their next visit to this South American destination
Putting forth its vast diversity in terms of nature, flora and fauna as well as landscapes, the South American country of Ecuador has launched a new promotional campaign, ‘Time to Reset in Ecuador’ to attract tourists seeking unique outdoor experiences.
Its capital Quito, sitting at an altitude of over 2800 m in the Andes mountains, offers stunning panoramic views and a unique high-altitude experience. The country also offers one of the best natural environments in the world to renew and rediscover oneself and this is the underlining principle of the new campaign.
The idea that was unveiled by President Guillermo Lasso and now launched by the tourism department, the campaign invites travellers from around the world to unwind and refresh during their next visit to this South American destination.
“Ecuador is one of the most megadiverse countries in the world. It is a small territory that provides a natural spectacle. The dissemination of this campaign through social networks will be very successful and benefit the tourism industry,” said President Lasso, while talking of the campaign.
The campaign consists of a series of short videos, images and special designs distributed weekly through digital channels, including social media. The tourism department says that the videos are mainly directed at millennial internet users from the United States, Canada, the United Kingdom, Germany, France and Spain, as these countries account for 49 pc of all international travel to Ecuador.
“After the pandemic, trends show that tourists are hungry for real and authentic content and are no longer inspired by advertising in traditional media because times have changed,” says Niels Olsen, Minister of Tourism of Ecuador.
The department hopes to achieve 880 million views of the campaign globally by the end of the current semester.
The department says that tourism is a great driver for Ecuador’s economy and is now the fastest-growing industry nationwide. More than half a million jobs in the country are linked to this activity.
The “Time to Reset in Ecuador” project cost USD 1.85 million and is a part of the broader government initiative “Más Ecuador en el mundo y más mundo en Ecuador” (“More Ecuador in the World and More World in Ecuador”).
The department says that other actions to promote tourism in the country include eliminating a currency outflow tax that affected airlines and signing the “Cielos Abiertos” agreement to make air travel prices cheaper for the public.
As a centerpiece of the new campaign, the Ecuador Ministry of Tourism has released a 19-minute documentary that highlights the country’s natural wonders, such as its biodiversity, breathtaking landscapes, and cultural experiences.
