Case Study

PromPeru

Tourism

Background

Increase North American visitor arrivals to Peru during an economic downturn, maximizing dispersal of visitors to less traveled regions of the country.

Strategy

Position Peru as a top Latin American destination via influential, third party endorsements and increase sales by wholesalers, tour operators and travels through enhanced education, marketplaces, tradeshow presentations and virtual seminars.

Peru’s dramatic increase in sales from the North American travel trade is a direct result of DCI’s strategic direction and aggressive marketing in North America. Consumers are increasingly asking for Peru because of the public relations campaign that supports every aspect of our marketing program in North America. Elisabeth Hakim, UK & North American Markets Director, PromPeru

Results

  • Reached 456+ million North America consumers with positive Peru media coverage, totaling $2 million in advertising equivalency.
  • Secured top industry rankings including Bon Appétit Magazine’s “Culinary Destination of the Year – Lima, Peru”; Elite Traveler’s Top Suite in South America- Peru’s Aranwa Hotel;” and National Geographic Magazine’s “Tour of a Lifetime.”
  • Tailored and launched the Peru Travel Specialist program generating 2,315 requests for participation. In its first year, the program produced 392 new sales partners and 132 active sellers.
  • Secured twelve North American tour operators for the “Peru Strategic Alliance Program,” including Brendan Vacations, Culture Xplorers, G.A.P. Adventures, Globus and International Expeditions. The program has reached more than 5,000 travel professionals covering every primary market segment.
456+ M impressions
$2 M in advertising equivalency
392 new sales partners

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