A new Chilean campaign for international tourism promotion has been launched by the Sub secretary for Tourism and Turismo Chile.

This new campaign was launched in parallel in Sao Paulo, as part of the events at the World Travel Market (WTM) Latin America. WTM is one of the largest tourist events in the world and is held annually in the city of London. This is the first version of the trade show in Latin America.

Geographical, climatic and cultural contrasts play a fundamental role in this campaign, which promotes the diversity of activities in which to take part in Chile, such as trekking in Torres del Paine, sandboarding in the desert, hiking among ancient forests, rafting surrounded by volcanoes, skiing in the majestic Andes, and ancestral dances on Easter Island, among many others.

 

 

The images within the new promotional materials seek for a way of communication that is more focused on the traveler's experience of the landscape and use, in addition, messages with humor and irony in order to engage a more diverse audience, conveying the essence of the local culture. "Chile, all are welcome" is the new slogan of the campaign, created by the Chilean agency of Pedro, Juan and Diego, and comes from an old definition of the country as the "Land of Contrasts".

Sub secretary for Tourism, Jacqueline Plass, said that "this new campaign we are launching today to promote Chile abroad aims to directly captivate foreigners that are resident in strategic markets, and is focused towards the emotional aspects while also exhibiting the different experiences and landscapes on offer to visitors in Chile."

The new image will be used for promotion in print media, online social networks and in public spaces.

The international tourism campaign is based on the framework of the plan to promote Chile abroad, which has six experiences: Natural Inspiration, Adventure and Sport, Culture and Heritage, Flavors and Wine, Health and Wellbeing, and Urban Life.

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