Australia is one of seven markets Ecuador is targeting in an international tourism campaign aimed at turning the equator-straddling country from a boutique destination in South America into a mainstream one.
Based on the Beatles hit, ‘All You Need is Love’, which the Ecuador Ministry of Tourism paid rights to use, the ‘All You Need is Ecuador’ campaign was launched last year but phase two of the initiative, worth A$11.6 million, began this month inviting travellers to disconnect from the digital world and ‘feel again’ amongst the cultural, historical and scenic wonders of the country.
Targeting USA, Canada, UK, Germany, Brazil, Japan and Australia, the campaign includes press, TV, billboard and digital advertising as well as below-the-line activations. Promoting Ecuador’s diverse, multi-sensory experiences, the ‘All You Need is Ecuador’ campaign aims to make the country’s prospering A$1.9 billion tourism industry the nation’s major source of non-oil revenue by 2017. Located on South America’s west coast next to Peru, Ecuador attracted a record 1.5 million international visitors in 2014 – 12.3% up 2013, with overseas arrivals up 10.9% in the first four months of 2015.
International travel representatives, AVIAREPS, which was appointed last month to represent Ecuador Tourism in Australia and Asia, said the new phase of the ‘All You Need is Ecuador’ campaign was designed to help travellers forge deep emotional connections with the world and themselves.
“Ecuador wants to help travellers find authentic meaning and adventure in a highly digitalised world,” said AVIAREPS’ Australian Manager, Peter Power. “The campaign encourages people to visit Ecuador to feel emotions like wonder, curiosity, passion and love. Just 8% bigger than Victoria, Ecuador offers an incredible diversity of experiences from the snow-capped volcanoes of the Andes and the jungles of the Amazon to tropical beaches on the Pacific coast and the amazing Galapagos Islands – four very differing worlds all in one compact place,” Mr Power said.
“For Australians, Ecuador has historically been an exotic and relatively unknown destination known mainly for the wildlife-rich Galapagos Islands but the country is now spending 10 times more on tourism marketing than ibn 2006 as part of a bid to position itself as one of South America’s friendliest, safest, must-visit destinations.
“More luxury, adventure, cruise, rail and culinary products are now coming on line in Ecuador as well as infrastructure for conference and incentive groups to meet demand,” he said.
Drawcards in Ecuador include:
* Mt Chimborazo (6268m) – the closest point on Earth to the sun due to the planet’s equatorial bulge
* Mt Cotopaxi (5987m) – the world’s highest, active volcano
* The new-look Tren Crucero (or Cruise Train) – one of the world’s most spectacular rail trips from Quito in the Andes to Guayaquil on the coast, with the 453km journey talking four days, with stays at haciendas
* Chocolate – Ecuador makes 70% of the world’s fine cocoa, called Arriba, used in chocolate products worldwide
* The Galapagos Islands 1000km off the coast – one of the world’s foremost wildlife sanctuaries and diving spots
* Quito in the Andes – world’s highest capital city at 2850m with its World-Heritage-listed old town the best-preserved, historic centre in Latin America.
* Amazon jungle with the world’s greatest concentration of species by area, and also home to many remote tribes.
* Birds – Ecuador is home to 18% of the world’s birds and boasts the highest density of bird species on the planet per square kilometres.
* 50 surf beaches on the tropical Pacific coast
* Ciudad Mitad del Mundo (Spanish for Middle of the World) – an attraction near Quito where visitors can put one leg over the equator in each hemisphere.
* World’s Leading Green Destination – a World Travel Award Ecuador received n 2014