Banana ambassador [video] by Maruri Grey Quito for Ecuador Ministry of Tourism

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Banana ambassador [video]

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Industry Destinations (Countries & Places)
Media Direct marketing, Case study
Market Ecuador
Agency Maruri Grey Quito
Art Director Luis Campoverde, Eduardo Velez
Released May 2013

Credits & Description

Advertiser: MINISTRY OF TOURISM OF ECUADOR
Agency: MARURI GREY
Category: Copywriting
Advertising campaign: BANANA AMBASSADOR
Art Director : Eduardo Velez (Maruri Grey )
Chief Creative Officer and Copywriter: Daniel Pérez Pallares (Maruri Grey )
Art Director : Luis Campoverde (Maruri Grey)
President : Eduardo Maruri Miranda (Maruri Grey )
Effectiveness
We were able to reach the people who bought Ecuadorian bananas in several countries through this interactive media, showing the most attractive touristic destinations of Ecuador
Campaign Description
Ecuador is considered as great touristic destination, according to people who has visited i, however mainstream tourists don't visit it as much as the Ministry of Tourism would expect. We had to communicate to all potential tourists all the benefits this country has to offer, on a really tight budget, so a launching a worldwide traditional campaign was absolutely out of our league. So we had to reach as many people as possible with a simple yet appealing campaign. We found there was an Ecuadorian item travelling around the world that would help to spread out message: Our bananas, 24 million tons of it to be precisely. That's how we came up with Banana Ambassador. More than 1.5 billion smartphone users could access to all the information about Ecuador as an attractive touristic destination by scanning de QR code sticker we place on each and every banana exported. The number of tourists increased and Ecuador became a trend in travel magazines and blogs, naming it one of the most underrated destinations, and the best country to retire.
Implementation
The campaign was launched in many countries which we are able to reach because of Banana exportation. We put and sticker with a QR in every Ecuadorian banana exported to the world (about 24 million tons). The QR code had a link to a promotional video of Ecuador made by the Ministry of Tourism as well an invitation to their webpage with plenty of useful info.