Get to know Peru's promotional efforts aimed at 2018 World Cup attendees

00:04 | Lima, May. 18.

From June onwards, the eyes of the world will be directed towards the 2018 World Cup and, thus, Peru —one of the 32 teams that will face off in Russia as part of FIFA's flagship event.

Therefore, the Inca nation will not pass up the opportunity to promote its tourist destinations, culture, and star export products.

In this sense, the Exports and Tourism Promotion Board (PromPeru) has prepared an intensive campaign.

The campaign will target markets like Germany, France, and the United Kingdom —main sources of high-spending tourists to the Andean country and whose teams also qualified for the World Cup tournament.

The strategy combines digital and TV platforms and will be broadcast by leading media outlets accredited to their countries' national team matches.

Running from June 11 to July 10, the campaign is expected to record 104 million impressions and reach 38.7 million people.
According to FIFA, an estimated 280 million people around the world watched the 2014 FIFA World Cup Brazil matches online or on a mobile device.

But in the case of Russia 2018, the figure is expected to rise to 460 million viewers, with Facebook, Twitter, and Instagram being the most frequently accessed sites.

Casa Peru in Russia

On the other hand, those who plan to visit Russia for the major international soccer competition will see noticeboards along the country's popular tourist route.

Digital screens will be placed at metro stations near Red Square and a giant one will be located very close to Saint Basil's Cathedral —the capital's icon.

Likewise, geolocation technology will be available for mobile devices, offering digital publicity about the South American country to pedestrians within a 1.5km-2km radius from Casa Peru.

Implemented by Peru's Country Brand, Casa Peru (Peru House) is featured at Manege Exhibition Center, as well as at Tsum Shopping Center and at three international airports.

The geolocation system will encourage Russians and foreign visitors to get to the House providing an easy-to-use map to them.

This strategy will be active in June and is projected to capture 44.8 million impressions, as well as reach more than 2.2 million people.

Casa Peru in Moscow will open its doors on June 18-28 to bring the best of Peru's tourist attractions, culture, food, plus star-export products such as pisco, cacao, and specialty coffees


Published: 5/18/2018