ECUADOR TOURISM AD CAMPAIGN INCLUDES SUPER BOWL SPOT, HISPANIC MEDIA, ENGAGEMENT WITH ECUADORIAN COMMUNITY

Along with other first time Super Bowl advertisers, the first ever country to promote tourism was included among the half-time commercials: Ecuador. According to the Ministry of Tourism of Ecuador they advertised during the Super Bowl, the most watched one-day television event, “because it would put them on a global platform.” The spots are in 13 markets as part of their “All You Need Is Ecuador” campaign launched in early 2014, to promote Ecuador as a world-class destination to U.S. travelers, and as a place to do business among English-speaking audiences and the U.S. Hispanic population. Ecuador’s Ministry of Tourism says that the U.S. is the second largest source of tourists traveling to Ecuador, after Colombia. Featuring the song “All You Need Is Love” by The Beatles, the tourism campaign includes engagement with the Ecuadorian community in the U.S., partnering with prominent Ecuadorians who are influential among the U.S. Hispanic population to promote the beauty of the country and to promote Ecuadorian culture in the United States and outreach to U.S. Hispanic media to promote Ecuador and the achievements of Ecuadorians living in the U.S. According to the Ministry of Tourism, “these types of opportunities build national pride, which motivates fellow Ecuadorians to engage with their communities via social media or events.” The social media campaign includes hashtags #SB49 and #AllYouNeedIs, (#AllYouNeedIsEcuador on game day) and tweets from the Ambassador of Ecuador Nathalie Cely @NathalieCely

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