Peru’s tourism body, PROMPERÚ, officially unveiled its new international marketing campaign – ‘Peru, the richest country in the world’ – at World Travel Market (WTM) today. 

‘Peru, the richest country in the world’ embraces a new concept for the term ‘wealth’, and reimagines what ‘being rich’ is really about.

The campaign moves away from one-dimensional destination advertising and aims to present a contemporary creative strategy based on a current trend – the new perception that being rich is based on experiences, including travel, not acquiring more material possessions.

The marketing campaign is presented in the form of a documentary-style film. It  will be rolled out via digital and social media advertising.

The campaign has gone live in 20 countries: United States, Canada, Mexico, United Kingdom, France, Germany, Spain, Italy, Holland, Switzerland, Argentina, Brazil, Chile, Colombia, Ecuador, Uruguay, Japan, Australia, Korea and China.