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Chile’s adventurous side showcased in new campaign

A new promotional campaign, launched by Turismo Chile and the Chilean government’s Under Secretariat for Tourism, seeks to portray a country of remarkable landscapes and truly memorable experiences.

The South American country has enjoyed strong growth in demand for holidays to Chile in recent years, with a 13 per cent increase in international visitors in 2012 to almost 3.5 million, and the new campaign is aimed at growing that figure further. A target of 4 million foreign visits is set to be achieved by 2014.Chile2

Chile’s enduring appeal, like many of its South American counterparts, is intrinsically linked to its incredible natural resources and opportunities for adventure, and the new campaign seeks to tap into that, while creating a strong emotional bond with the consumer.

Jacqueline Plass, Chile’s Under Secretary for Tourism, explained "this new campaign…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."Chile3

The campaign is set to feature some of Chile’s most breathtaking adventure experiences, and some truly stunning imagery, including trekking through the world-renowned Parque Nacional Torres del Paine, river rafting through ancient forests, encountering imposing volcanoes, and the age-old culture of the Rapa Nui people, inhabitants of the remote and distant Easter Island.

The new campaign was launched at industry event World Travel Market Latin America, and will be on show all around the world, including the in the UK, France, Germany, Spain, the USA, Argentina, Mexico, Peru and Australia.

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