Written by:
peru.travel
Tuesday, August 11, 2020
Australia is the fourteenth global economy and the fifth in the Asia Pacific region, with its international travel emission reaching 18.4 million in 2019.
The Commission for the Promotion of Peruvian Tourism and Exports (PROMPERÚ) presented a digital campaign in Australia under the concept Redefining Richness, in order to position Peru as an attractive tourist destination for Australian millennials during the 2021-2022 travel period.
This promotional activity will last until May 9, 2021. Initially was suspended due to the global situation, but has been relaunched in Australia, noting that wealth is not measured by accumulated money but by the amount of experiences lived.
The videos show that Peru is the best place to connect and visit impressive archaeological sites -such as Machupicchu-, to feel connected with nature in Peruvian Amazon, delight in flavors that are not found elsewhere and to experience adventures that accelerate the heart and they cheer the spirit.
The campaign is adapted to the current context: Australian travelers are invited to dream of Peru and, when the time is right to travel, our country will await them with open arms.
Captivating the Australian Millennial
The content creation for this campaign was carried out in 2019 with four important influencers - protagonists of each of the pillars of the campaign – with followers from the Australian millennial audience: young professionals interested in travel and tourism.
During their stay, they shared photos and videos on social media to showcase their experiences in Peru, and these posts reached an audience of 8.5 million people.
The digital campaign for tourism promotion of Peru in Australia, will be on Facebook, Instagram, and YouTube, and will be supported by the influencers, who will continue to be aligned with the Peru campaign (see campaign content here).
Fact
More than 41 thousand Australian tourists arrived in our country in 2019, thanks to the coordinated work between the Peruvian Government and the private sector. According to PROMPERÚ's 2019 Foreign Tourist Profile, the Australian tourist is the one who spends the most in our country with an average of $ 3,283 per stay.
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