OOH regional campaign to promote tourism to Argentina
During the first months of the summer season in Argentina and to increase the influx of foreign visitors, as well as producing more foreign exchange and creating new jobs, the Argentine Government implemented a measure to benefit all foreign tourists with the reduction by 21% of the IVA in lodging expenses.
To this end, the Ministry of Tourism of Argentina worked with LATCOM to implement an Out-Of-Home communication campaign in the main cities and airports of Brazil, Chile, Colombia, United States, Ecuador, Uruguay, Paraguay, Peru And Mexico.
For airports, the strategy included a mix of LED screens distributed in high pedestrian traffic areas, such as main access, boarding, arrival and baggage claim.
To obtain impact and frequency of the message, the different cities were nourished of big and medium formats in addition to an important network of urban furniture in which mupis and bus shelters took the art of the campaign reaching thousands of daily impacts between the target audiences. In addition, numerous tactical elements distributed along important avenues and access to areas with high pedestrian traffic were implemented and the message coverage was complemented with transit assets such as buses and taxis.
In the case of Spain, the communication was centered on two important international fairs: FITUR (International Tourism Fair), one of the most important tourism fairs in the world and the renowned gastronomic fair, Madrid Fusión. To obtain reach and frequency of the message, different elements of street furniture were used as bus shelters and mupis and the communication in the main stations of the Madrid Metro. Also Premium Scrollers distributed in the main streets and avenues of the Spanish capital.
Thanks to the promotional efforts and a campaign of more than 2100 indoor, outdoor, digital and transportation assets, the Argentine Government estimates that during this year 95 thousand tourists will visit the country and leave an income of more than USD 70 million. In addition, it projects that will generate about 8 thousand new direct and indirect jobs because of it