News
Sponsored by Living in Peru Real Estate
Peru launches ‘Loreto, Italia’ the second national Marca Peru campaign
(Photo: PromPerú)
By Manuel Vigo
July 19, 2012
Related Articles
Marca Peru launched ‘Loreto, Italia’ its second national advertising campaign, on Thursday.
The new campaign, carried out by Y&R and Cine70, echoes the original ‘Peru, Nebraska’ ad, and features a group of Peruvians arriving in the Italian town of Loreto, with the aim of showing them about Peru’s culture.
The ad shows the Marca Peru (Peru Brand) bus arriving in the Italian town with shaman Luis Culquitón, head chief of the Bora community Rafael Flores, chef Blanca Cornejo, painter Christian Bendayan, musical group Los Wemblers, model Claudia Portocarrero, and chef Pedro Miguel Schiaffino.
Y&R executives Flavio Pantigoso and Christian Sanchez, said the new campaign aimed to represent the Amazon region, after the first Marca Peru campaign drew criticism for being too Lima-centric.
"In Peru there has never been a real effort to incorporate the jungle. [With this campaign] we aim to educate the rest of the country about this ignored region," Pantigoso said to El Comercio.
“We wanted to get away from the cartoonish and stereotypical views that sometimes Lima has about the jungle.”
The new campaign will include radio and TV spots, where the 15-minute version will be cut down to 11 different 30-second ads.
The ‘Loreto, Italia’ campaign had a total cost of 4 million soles, El Comercio reported.
Earlier this month PromPeru launched the first international Marca Peru campaign, with a 3-minute ad directed by former Oscar-nominated Peruvian filmmaker Claudia Llosa.
MORE NEWS
- Peru’s Toledo says controversial house purchase was funded by loan
- Peru’s Macho Train to restart service
- Peru: Arequipa airport closed over bomb threat
- Peru’s Kuczynski: ‘There are clear signs the economy is slowing’
- Peru’s Humala speaks of regional integration at Pacific Alliance summit
COMMENTS:
Total coments: 6
Commented By: Luisa Hall
On: July 19, 2012. 6:54 pm
I am so proud to be Peruvian! Well done, I enjoyed it very much..and I will share it with friends and family. Thank you!
Commented By: Maniti Expeditions
On: July 20, 2012. 8:45 am
Hats off to MarcaPeru and their ongoing campaigns to promote tourism throughout all of Peru!
Commented By: Peruvian_gringo
On: July 20, 2012. 9:31 am
A great way for the world to know about Peru and it's wonderful and beautiful culture. Keep up the good work. ¡¡Salud!!
Commented By: jimmyjames
On: July 20, 2012. 12:03 pm
BOTH OF THESE VIDEOS, PERU, NEBRASKA AND LORETO, PERU ARE FUN AND WITTY, FANTASTIC. MY QUESTION, ARE THEY BEING PROMOTED WITH A "FULL STEAM AHEAD" MENTALITY? ARE THEY REACHING ANYONE.....
Commented By: Francesco Sarno
On: July 21, 2012. 7:56 am
Peru and Loreto. My wife is Peruvian , but we have an apartament in Fano a few kilometers from Loreto. We go there every year in summer. And every year the Vergin Mary has given us the perfect solution for every problem.
Commented By: semp fier
On: July 21, 2012. 11:19 am
Peru with the wonderful people and some of the old cultural being so prominent is truly great Tourism is a great economic option for Peru
Leave a comment. It will be sent to a moderator for approval. We do not publish profanity or offensive remarks. We only publish comments in English.
