CENTRAL UNIVERSITY OF

ECUADOR
HISTORICAL CULTURAL TOURISM
TOURISM GUIDE
ALL YOU NEED IS ECUADOR
KAREN GARCS
April 12, 2014

"Ask yourself if what you're doing today you closer to where you want to be tomorrow"
(J. Brown)

ALL YOU NEED IS ECUADOR

Ecuador is a little hoard in the unknown depths of the planet land blessed by God and
constantly evolving is why tourism has become a source of cultural heritage, beautiful
scenery of an unforgettable scenic experience and this is how the Ministry of Tourism
together with the Government conducted a publicity campaign.
Does the new slogan will attract many tourists to Ecuador?
The campaign ALL YOU NEED IS ECUADOR was launched on 1 April this year
in 19 cities worldwide including 7 in Ecuador whose purpose is to be an accessible global
destination for everyone, so innovative is placing letters 6m high installed in squares, parks
and landmarks. This initial stage of the campaign is a 10-day launch in Paris , Madrid, Sao
Paulo, Bogota, New York, Santiago, Berlin, London , Lima, Mexico City , Amsterdam and
Buenos Aires; while the Ecuadorian cities where these letters appear are: Cuenca, Manta,
Loja, Guayaquil, Tena, Santa Cruz lyrics have a QR code, a web address and a hashtag for
the public to identify a flagship product of the country, as the chocolate, roses, orchids,
crafts, straw hats, representing the wealth of an area, the video is accompanied with the
song "All you need is love" by the British band the Beatles. The Ministry of Tourism is the
body responsible for the management, control, promotion and dissemination of the country
as a tourist power where visitors will find the 4 regions: Coast, Andes, Amazon and
Galapagos, highlighting the culture, nature, adventure, gastronomy giving welcome tourists
who decide to discover a single pass the entire country. University are the calls we
disseminate and promote domestic tourism meet ours to convey the magic of the country to
the world to give clear information of what has Ecuador creating competitive strategies as
potential entrepreneurs , giving a fresh image , designing a service only for visitors. The
country paid $ 1.3 million for the rights to use the song from the band, and it is estimated
that the total value of the investment of the campaign, until 2017 will be, of $ 620 million.

In conclusion, the new country brand seeks to position tourism as a way to diversify the
economy to realize the natural beauty, historical possess. But that promote foreign country
with a song that makes us feel a strange campaign to our beautiful songs sung with real
feeling should be a country of the original brand with our people and not put on the covers
of foreign tourists who do not represent us at all. With the advancement of technology
through links will be able to visit the pages related to the campaign very easily and to
disseminate visiting the strategic points where the lyrics and so citizens take a picture with
these promoting internal and external tourism by social networks.
BIBLIOGRAPHY
http://www.hoy.com.ec/noticias-ecuador/all-you-need.html
http://www.turismo.gob.ec/
http://www.elcomercio.com/pais/turismo-letras-campanaallyouneedisecuador.html
http://ecuador.travel/es