Peru’s tourism body, PROMPERÚ, has unveiled its new international marketing campaign - ‘Peru, the richest country in the world’.

The campaign embraces a new concept for the term ‘wealth’ and works to re-imagine what ‘being rich’ is really about by building on the current trend seen in travel where more value is being placed on fulfilling travel experiences.

The marketing campaign is presented in the form of a documentary-style film following Peru’s ‘trail of riches’ including its ancient history, adventure, nature and culture. The campaign’s promotional film will be rolled out via digital and social media advertising, with teaser trailers to entice viewers to watch the full inspirational video.

The goal of the campaign is to further position the country as a multifaceted and diverse destination where wealth is measured in experience, discovery and happiness and is part is part of a long term international tourism promotion strategy which originally began in 2008.

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