For the past weeks, the South American country has been recognized for its angelic and adventurous landscape. More than three continents have witnessed a glimpse of Ecuador’s exotic locations filled with extroverted activities, relaxing atmospheres and a mesmerizing culture.
No more political campaigns, no more controversy regarding president Correa, and no more debates on the Yasuní. Ecuador has momentarily switched its main focus to its tourism publicity. The Ministry of Tourism is making drastic changes to the previous advertising plan that mainly concentrated on promulgation within the country. Even though the new campaign has had a minimum cost of 19 million dollars, it has been well received by the public because of its noticeable efforts to mark a change.
#All you need is Ecuador is a campaign that has been delivered to the whole world since April 01 2014. The campaign is made up of 19 outlandish places around the world. Each letter of the title of the campaign is located in different parts of the globe which represents a native product of the nation such as cacao, roses, among other emblematic cultural aspects. For example the A is found on the outside of Gare Station in Lyon Paris. One L is found in Antocha’s Station in Madrid, while the other in Morumbi Shopping of Sao Paulo. Similarly, the Y appears on Bogota’s central park named El Virrey. The O is found on the Gasenvoort Plaza of New York and the U in the Boulevard of Santiago de Chile’s Arauco Park. The word NEED is taken from each one of the letters from Sonny Center in berlin, London Victoria Station, Lima’s park named Salazar Lacomar and El Paseo La Reforma in Mexico D.F. The letters I and S are found on Amsterdam’s Schiphol Airport and in Puerto Madero in Buenos Aires. Finally and most importantly, the word Ecuador is made up of seven letters that represent different sites of the country. The E is on Plaza de Otorongo in Cuenca, C in Manta’s Muercielago beach, U in San Sebastian’s plaza in Loja, A in the Explanada Imax in Guayaquil, D in Mushualli in Tena, O in the deck of Santa Cruz-Galapagos and finally the R is in Quito’s Naciones Unidas Boulevard.
All these letters are designed to show the world that Ecuador has the capacity to receive thousands of tourists due to its cultural richness and outstanding biodiversity. The six mete tall letters around the globe are accompanied by a digital video that highlights the country’s best tourist spots. Ecuador is currently under a revolutionary stage of publicity.
Comercio. (n.d). Campaña turística fue tema del momento en 7 países. Retrieved April 3, 2014, from http://www.elcomercio.com/pais/campana-turistica-difusion-paises-ecuador_0_1113488644.html
Comercio. (n.d). All You Need is Ecuador también se vive en el país. Retrieved April 3, 2014, from http://www.elcomercio.com/pais/letras-ecuador-turismo-allyouneedis-fotografias_0_1112288967.html
Written by: Cristina Zaldumbide