Ushuaia and its campaign "Your national destination of international level"
01/POINT OF MATCH/CHALLENGE
Within an unusual context, with the closure of borders for international tourism, Ushuaia focused on promoting national tourism and the comprehensive campaign "Your national destination of international level" was created.
We noticed that Ushuaia, next to other international destinations, has an incredible and unique identity and we spot it.
02/WHAT WE DID ABOUT IT
Continuamos trabajando con el concepto
We continue working with the concept #MásAlláDeTuImaginación (beypond your imagination), which is the claim of the destination brand and transversal to any campaign.
National Destination of International Level communicated on social networks and on outdoor advertising. The campaign showed landscapes that could be from another country and then revealed that what you saw is Ushuaia. Norway? NO, Ushuaia.
The campaign "Your national destination of international level" was developed in 4 stages, with different objectives and activations according to those objectives.
We created audiovisual capsules which showed everything that Ushuaia has to offer in “first hand mood” by visitors, high-impact outdoor ads and audiovisual Spots for Social Media, where tourists invited you to visit the national destination.
This was also disseminated in digital portals and traditional press during all stages.
A paid media campaign was executed, which boosted the reach of all communication strategy.
03/WHAT RESULTS WE ACHIEVED
We position Ushuaia in the top of mind of national places to visit.
Audience loyalty. Top 3 destinations in pre-trip packages.
In the same line, this year, we continud working to spread the destination and all its benefits, reinforcing the gastronomy of Ushuaia with the second edition of the Ushuaia End of the World Gastronomic Festival. It took place from October 14 to 23, with masterclasses, courses and activities with a large local call.
This year the festival had a launch for press and Influencers. This launch took place in Bocha Polo, Buenos Aires, with Narda Lepes as host, who received in his space three chefs from Ushuaia: Lino Goméz Adillon, Pamela and Melisa Fernández.
During the event it was possible to taste fueguinas delicatessen with local products interpreted by the chefs and Narda herself.
04/HOW WE MOVE ON
Launch of the new campaign of the destination brand Visit Ushuaia: "Fuerza Natural". This campaign aims to publicize the Natural Force that Ushuaia has, in all its seasons, throughout the year. It is inspired by Gustavo Cerati's fifth and final album from 2009. Precisely, the first track of this album also called Fuerza Natural that was composed by Gustavo Cerati and his son Benito.
For this we have the participation of Richard Coleman and Benito Cerati, making an interpretation of this theme and a video clip directed by Mariano Dawidson.