Peru Prepares To Meet American Media

“DCI’s media training skills were invaluable in my previous role to help me prepare for a productive two weeks of interviews in New York and Washington D.C.!”

Maria del Carmen de Reparaz, Vice Minister of Tourism for Peru

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The Challenge

PROMPERÚ, the Peru Tourism Office, sought to prepare its leaders to effectively communicate with the North American media in order to share the nation’s tourism story.

 

The DCI Strategy

DCI created a full-day training session which addressed interacting with both print and broadcast media in the North American market. The training session covered the importance of key messages, the necessity of sound-bites and how to handle language barriers.

 

The Results

  • PROMPERÚ’s Director of Tourism was trained by DCI in advance of her first New York City and Washington, D.C. media mission. She went on to conduct 14 successful media interviews to discuss tourism developments, up and coming neighborhoods/regions of Peru and the concept behind the new international advertising campaign.
  • Through the effective delivery of the destination’s key messages, feature stories were secured in such outlets as: Audubon Magazine, Condé Nast Traveler, Departures Magazine, Elite Traveler, National Geographic Traveler, The New York Times, Travel + Leisure, Washington Post among others.