LIVETHELEGEND:

BUILDINGEXPERIENCES
Live the Legend: Building Experiences
A publication by the Peru Exports and Tourism Promotion Board ©PromPerú
Hecho el Depósito Legal en la Biblioteca Nacional del Perú
N° 2009-11886

First edition – September 2009

Edition and Graphic Design: Toronja Comunicación Integral

www.toronja.com.pe

Photos
PromPerú Archive: Enrique Castro-Mendívil, Eduardo Cayo, Luis Gamero, Fernando López, Inés
Menacho, Mayu Mohanna, Pilar Olivares, Aníbal Solimano, Gihan Tubbeh, Talía Vargas, Luis Yupanqui.

Prepress and printing

Enotria S.A.

All rights reserved. Total or partial reproduction of texts, graphics or photos from this book by any
means is prohibited - except for brief excerpts for reviews or quotes, provided the sources are quoted
- without express written authorization from PromPerú. Any illegal act against intellectual property
rights regarding this publication shall be denounced, pursuant to Legislative Decree 822 (Copyrights
Act) and the international laws that protect intellectual property rights.
LIVETHELEGEND:
BUILDINGEXPERIENCES
2-3
THEPERUEXPERIENCE
CONTENTS

Part 1
THE NEW TOURIST: THE EXPERIENCE SEEKER 6
• World tourism and the new market trends 7
• The new tourist 8
• Peru’s tourism positioning in the world  12
• Our main strength: authenticity  14

Part 2
CLASSIFICATION OF THE EXPERIENCE
SEEKING TOURIST 16
• Potential clients and target group 17
• Consumer grouping 20

Part 3
LIVE THE LEGEND: 8 KEY MOBILIZERS 22
• Transforming our tourism offering into experiences  23
• Associations with Peru’s image 24
•What are the 8 key mobilizers identified in Peru? 24

Part 4
BUILDING EXPERIENCES: THE “PERU,
LIVE THE LEGEND” CAMPAIGN  28
• Market analysis  29
• Communication strategy: from the product to the
experience 30
• Campaign objectives 32
• Evaluating prototypes for the new campaign 34
• Selecting the slogan for the campaign 34
• Topics / destinations used in the campaign 34
• Mass media used in the campaign 34
• Transforming products into experiences 36
• Guidelines used in the campaign which you
may apply to incorporate the experiences to your
business or company 41

Part 5
TOOLS FOR POSITIONING EXPERIENCES 42
• Creating a competitive offering 44
• The promotion of experiences and the
8 key mobilizers 44
• Promotional material 49
• An image is worth more than a thousand words 50
• The colors of promotional material 52
• Media advertising 53
• Improving the webpages 54
• Preparing a digital presentation 54
• Tour packages and their benefits 54

Part 6
FINAL RECOMMENDATIONS 58
4-5
The potential of Peru as a tourist
product is one of the largest in the
world. However, it currently has to
meet the challenges of a changing
and increasingly competitive market.
Market research conducted by the World
Tourism Organization (UNWTO) and other
prestigious consulting companies, such as
Euromonitor and FutureBrand, show that
tourists are not the same as they used to be
years ago.
Besides being more informed about the
destinations they choose to visit and demanding
quality services and infrastructure, today’s
tourists look for traveling experiences that
stimulate their senses, change their lives and
favor their self-realization.
In this document, PromPerú presents in a
practical manner the way it is developing its
current promotional proposal: “Peru, Live the
Legend”, aimed at directing the development of
an efficient tool to contribute to the positioning
of experiences as an added value offered to
modern-day tourists.
Thus, public and private tourism organizations,
together with tour operators all over the country
will form a team aimed at preparing a unified
proposal, built on the same criteria.
We also believe this is a great opportunity to
modernize and standardize our tourism industry
in line with the latest world market trends.
These are the topics we want to address and
share with you:

•Touristmarketsegmentationanalysis
based on the “travel motivation”
variable.
• Analysis of the association between
Peru’s tourism offering, and the needs
and wishes of the experience seeking
tourist.
• Grouping the country’s offering
according to the experience seeker’s
needs and preferences.
INTRODUCTION
• Analysis of Peru’s new tourism PromPerú is convinced that teamwork is the
promotion campaign and the only way of presenting a sustainable tourism
incorporation of new market trends. offering and consolidating Peru as one of the
world’s finest travel destinations.
• Definition of the process for
transforming the traditional offering
into an experience offering.
• Presentation of a toolkit that
will enable you to handle modern
marketing and communication tools
aimedatbenefitingtourismcompanies PromPerú
and businesses. The Peru Exports andTourism Promotion Board
6-7

PART 1
 THENEWTOURIST:
the experience seeker

The overall purpose of this chapter is:

• To offer a current overview of the world

tourist market, of the new experience
seeking tourist and of the position occupied
by our country in such segment.

• To analyze the tourist market segmentation

based on the “travel motivation” variable.

World tourism and the

new market trends

The way of doing tourism has changed over

the past few years. Market saturation and the
proliferation of new destinations have awakened
in tourists an eagerness for new experiences
and emotions.

Tourism, understood as the simple fact of

traveling to a more or less interesting destination,
has evolved towards more complex forms of
recreation and relaxation. Today’s tourists are
more sophisticated and difficult to please; they
want more and, that is why in their trips they seek
unique experiences that stimulate their senses.

Recent research conducted by specialized firms

such as Plunkett Research, Ltd.1, coincide in
pointing out that experiences are the axis of the
new trends in the world tourist market, under the
premise that even the simplest activity may be
transformed into an unforgettable experience for
the tourist, depending on how it is presented.

1
Plunkett Research, Ltd. “Travel, Airline, Hotel &
Tourism Industry Trends”. September, 2008.
<http://www.plunkettresearch.com>.
8-9
Part 1. The new tourist: the experience seeker
Proof of that is that cultural destinations,
such as Peru, which have a great potential to
offer experiences, are showing a noticeable
growth2.
Between 2000 and 2007, these destinations
increased their sales values by 51% in
average3.
The key: sell experiences, not
destinations
Experiencies are key for innovating
tourism businesses. They have the
capacity of creating indelible memories
in the tourist, which helps to build loyalty
to our products and give an added value
in the competitive tourism market. The
simplest way of building experiences is
learning to play with images, sounds,
aromas and flavors.
The new tourist
Currently, tourists are not longer happy with
just visiting a monument and taking some
pictures. They give greater importance to
what they feel, the emotions generated in
them by a given place or activity, and to the
memories they will keep when their trip is
over and they return home. In other words,
tourists are looking for travel experiences4.
“Even the simplest activity may be transformed into an unforgettable
experience for the tourist”.
2
United Nations World Tourism Organization (UNWTO), “International Tourism Outlook 2008”.
3
FutureBrand. “Country Brand Index 2007”.
4
Tourism Australia. “Research and Statistics”. <http://www.tourism.australia.com>.
5
Cramqiq Group International. “Focus group para percepciones de la marca”. <http://www.cramqiq.com>.
6
Ibídem.
Witnesses
“We are trying to escape the ordinary in
order to experience something very different
from our daily life”5.
Thomas Clark, United States
“What moves us is the wish to discover a
country on our own and experience something
authentic, impressive and wonderful which
surprises us with the unexpected”6.
Saki Anzu, Japan
What is the new tourist like?
• His or her values, attitudes and
motivations in life are aimed
at acting and not to be a mere
observer.
• Is aware of what is going on around
and in the world.
• Hasahighereducation,broadcultural
background and open mind.
• Is motivated by the opportunities
for his or her personal
development and self-realization.
• Although is not an expert, is able
to master a broad range of topics.
• Has a positive attitude, is curious,
cheerful, and enjoys life.
• Is not afraid of challenges.
• Has an income higher than average.
• Is a natural born leader looking for
experiences of which can boast of
in his social circle.
• Isawareofbrandsandcommunication
styles. Authenticity appears as a
key component in their recall of a
particular destination or brand.
• Prefers long trips and does not
mind spending more money.
• Is not materialistic and purchases
things guided by an ethical and
social equality spirit.
• Is aware of the impact of human
beings on the environment and,
therefore, prefers activities and
products that do not harm it.
What is the new tourist looking for?
• To learn about other cultures and
their history.
• To discover and educate
themselves while traveling.
• Opportunities that help them grow
as a person and achieve their goals.
• To live the “daily life” culture,
participating in the activities of the
people and the place visited.
Parte 1 Perú, país de oportunidades
 • To meet physical, mental and • The pleasure which experiences
emotionalchallengesinordertogrow. give to their senses.

• To interact with people, make
friends and become related.
• Personal and authentic experiences
thatbringthemclosertoculturesand
traditions which are different from
their own.
• Contact with the environment,
natural landscapes or places
which are outside the common
tourist circuit.
• To understand and experience
other lifestyles.
How does the new tourist choose where
to travel? Characteristics of the tourists who visit
Peru11
Research indicates that tourists choose their place
of destination guided both by the word of mouth Sources of information for
(relatives, friends, co-workers, etc.), as by what recreational trips
they find on the Internet8. The experience seeker 60% Internet
does not escape this trend, but unlike other market 31% Travel agencies
segments, they research, recollect, evaluate and 22% Relatives and friends
contrast the information in a more detailed way 21% Tourist guides
before making a decision.
Modality of travel to Peru
33% Used a travel agency
Channels used for choosing the (tourist package)
destination9 67% Traveled on their own

What motivates the new tourist to travel?7 35% Relatives and friends Age
18% Internet 11% 15-24 years old
• The enriching experiences. 13% T V show or movies 49% 25-44 years old
10% A rticle on newspaper or 34% 45-64 years old
• To discover something different, magazine 6% 65-over
authentic and exotic. 7% Special travel offer
6% Travel agency Travel group
• To learn about history and local 3% Advertising 40% Alone
cultures. 8% Other 30% With a partner
19% Friends and relatives
• To participate in activities that 11% Parents and children
make them involved with the Where do you look for additional
places they visit. information once you have chosen your Level of education
destination?10 16% Elementary / high school
• To break up with concepts and 16% Vocational school
certain standards. 67% Internet 36%College/universityeducation
12% Travel agencies 32% G  raduate studies, masters
• The empathy with a country and 8% Relatives and friends degreeanddoctoratedegree
its people.

“IfsomeoneIknowrecommendsmesomeplace,Itakethisrecommendation
very seriously. Then, I complement it with my own Internet research”.
Barry Cannon, Irlanda
7
Future Brand. “Country Brand Index 2006”.
8
Future Brand. “Country Brand Index 2007”.
9
Future Brand. “Country Brand Index 2006”.
10
“Menlo Consulting Travel Styles Focus on Peru 2005-2006”.
11
PromPerú. “The Foreign Tourist Profile, 2007”.
12-13
Part 1. The new tourist: the experience seeker

Peru’stouristpositioning
in the world Overall attribute performance12

Peru’s attributes as a tourist destination

are a series of advantages determining
its preference status over other travel
destinations in the world. Moreover, these
attributes define its identity for travelers
interested in obtaining experiences.

Note: Percentage of people who qualified a country of“Good”or“Very good”regarding the above mentioned
attributes. Size of sample: 1,526 people13 .

12
Future Brand. “Country Brand Index 2006”.
What are those attributes?

Market research indicates that Peru is perceived all over the world as a country possessing
a great historic legacy and as the bithplace of one the world’s most ancient and important • Culture
civilizations. This attribute makes Peru a destination that owns a great potential for
establishing emotional connections with the traveler. • History

The latest study conducted by the consulting firm FutureBrand (2008), based on a survey • Geography
with 2,700 travelers from nine different countries, places Peru as the most valued tourist
destination of the American continent regarding culture, history and authenticity. This is the • Biodiversity
reason why the Peruvian tourist industry is based on four pillars or strengths:
14-15
Part 1. The new tourist: the experience seeker

Our main strength: How do tourists all over the world see us?14
authenticity
Authenticityisaveryimportantcomponent
of the tourism portfolio. Today’s tourists
prefercountriesthatpreservetheirhistory,
culture and environment, and give the
sensation of being genuine and unique
places in the world.

In this sense, authenticity, as the essence

of travel experiences, is one of the main
advantages Peru has over its competitors.
The challenge is to learn how to
communicateandsellthisattributeaspart
of our business offer.

What some experts say about

authenticity113

“This is my advice: if you are able to offer

and provide authenticity, do so”.
“The ability of a country to be authentic,
to offer itself and communicate with
authenticity is probably one of its greatest
advantages nowadays as
a destination”.
“The ability of connecting with the
country and its people and creating
lasting memories contributes to the
success of an authentic destination”.
Why the experience seeker is our ideal target audience?
• BecausetheyhavethewishandtheeconomiccapacitytotraveltoPeru.
• Because they are receptive to the idea of living the experiences
the country has to offer, which will be beneficial to our industry.
• Because the experience of the destination prevails in them over
the quality of the infrastructure, which is limited in some of the
country’s destinations.

13
Future Brand. “Country Brand Index 2006”, “Country Brand Index 2007”.
14 
Future Brand. “Country Brand Index 2008”.
16-17

PART 2
classificationoftheexperience
seeking tourist

The overall purpose of this chapter is:

• To analyze the segmentation of the

experience seeking tourist.
• To explain the characteristics of:
- The niche experience seeker.
- The multi-thematic experience seeker.
- The fashionable experience seeker.

Potential clients and

target group

In order to design marketing and promotion

strategies based on experiences it is necessary
to know the type of client we are focusing on.

Formerly, the tourist market segmentation was

based on the traveler’s age, income, preferred
interests and activities.

Nowadays, the offering of experiences has

led to a segmentation based on the traveler’s
motivations, behavior and preferences.

We have classified the experience seeking

tourists into three types, based on the market
research:

• The niche experience seeking tourist.

• The multi-thematic experience

seeking tourist

• The fashionable experience seeking

tourist.
18-19
Part 2. Classification of the experience seeking tourist

The niche experience seeker

Is a specialized tourist who travels with a clear

objective: to carry out the desired activity.
Their motivations are related to discovery,
research and the love for scientific, cultural
or sports activities.
They are usually members of clubs or
institutions dedicated to their likings, and
respect the environment and the places they
visit.
Although they have no particular preferences
about the infrastructure, as they are likely to
sacrifice certain amenities in order to carry
out their desired activity, they are inflexible
about the quality, cleanliness and value of
the promised activity.
They have a greater budget and a better
level of education than the other types of
tourists, and, in general, they are used to
travel in groups.
This type of tourist is looking for experiences
that involve topics as diverse as bird,
wild fauna or plant (orchids or similar)
watching; visits to the communities in the
rainforest; the participation in archeological
Characteristics
excavations; the practice of sports such
as surfing; or the research on colonial
Personality What they value about a trip
mansions, among others.
• Good observer and planner • The practice of the activities they want to
• Patient and with an eye for details carry out
• Prefers to make things at his pace • The help and advice of guides trained in the
• Avoids strict itineraries activity
• Research-oriented • The discovery of places which are outside
the commercial tourist circuit where they
usually are able to calmly practice the activity
they are interested in

“It is essential to make tours in order to see all the key places of the region
you are visiting. I want to see churches. I want to take pictures. I want to
see nature and landscapes. I want to see everything I am supposed to see.
I always buy a map of the place”
Michael Hill, United States.
The multi-thematic experience seeker

They travel motivated by the search of experiences linked to specialized topics, but with recreational rather than educational purposes. They
prefer activities which are carried out in places that have not been altered by modernity. Also, they have greater affinity for the three main
tourism segments: culture, nature and adventure.

This type of tourist prefers the participatory tourism, which establishes a relationship, exchange and cooperation with the natural, historic or
cultural environments that are visited. The number of these visitors increases each year, and is the reflection of an increasingly stronger trend
towards a new way of spending the holidays.

Characteristics

Personality What they value about a trip

• Curious • To experience culture and history
• Flexible • To achieve personal development through
• Energetic the experience
• Creative • To cherish unusual adventures and
• Ecologically concerned experiences

The fashionable experience seeker

They choose destinations that stand out because of their cultural, natural and historic heritage, to visit them once in their lifetime. It is the most
extensive visitor segment among the experience seekers.

In general, this type of tourist looks for worldwide recognized attractions, in order to keep a memory they may subsequently share. They are pleased
with looking for basic and sufficient information about the attractions they have chosen to visit.

As accessibility and comfort are important for them, they choose destinations that are easily accessible. Likewise, they prefer to accumulate several
experiences and memories rather than deepening in any of them, therefore, they are also known as “collectors of experiences”.

Characteristics

Personality What they value about a trip

• Fond of style and comfort • Enjoy history and new cultures
• Favors safety • Leisure and comfort
• Plans everything in detail • To obtain a certain prestige in their social
• Does not like complications, therefore, environment because of the place they visit
generally contract with prestigious travel
agencies in the country of origin
• Will not fail to tour the most recognized
places of the country visited
20-21
Part 2. Classification of the experience seeking tourist

Consumer grouping15

Final Consumer Segmentation: Tourist

+
Niche experience seeker

Surf
Trekking
Archeology
Bird watching

Au
tic

the
Exo

Multi-thematic experience

• Adaptability to service level

nti
seeker

• Level of specialization
Surf Gastronomy

• Position in the world

Biking Festivities

• Average spending
White water rafting Communities
Trekking Natural areas
Sports Fishing Industrial
Archeology Insect watching
Butterfly watching Orchid watching
Bird watching Photography

Fashionable experience seeker

Main motivation: The country’s anchor icons
Macchu Picchu
Little adaptability to services

–
+

Experience and learning

“I like to combine experiences, whether it is a local or international trip.

I like to have all kinds of experiences in a trip: culture, tours, nature, people
and a fabulous hotel”.
Siu Li Kuong, China

15
Source: PromPerú.
22-23

PART 3
 LIVETHELEGEND:
8 key mobilizers

The overall purpose of this chapter is:

• To present the way in which we have

grouped the country’s tourism offering,
according to the needs and preferences of
the experience seeker.
• To analyze the 8 key mobilizers:
- Ancient Civilizations
- The Unexplored Amazon Rainforest and its
Exuberant Nature
- The Magical Andes
- The Mysterious Desert and the Beaches to
Discover
- A Celebration of Life
- Cities to Discover
- A Gastronomic Paradise
- Extreme Experiences

Transforming our
tourism offering into
experiences
The tourism world market’s orientation towards
experiences has provided PromPerú with an ideal
opportunity to meet the challenge of attaining a
predominant positioning for the country in the
new travelers’ preferences.

The first step to achieve this objective was to

perform an internal analysis of the characteristics
of Peru as a tourist destination, which helped us
to find out how the new tourists were identifying
us, and thus redesign the communication
strategy of the national tourism offering. For
this purpose, we considered our strengths as a
tourist destination, as well as the preferences of
our target audience: the experience seeker.
24-25
Part 3. Live the legend: 8 key mobilizers

Associations with • It is regarded as a representative What are the 8 key

Peru’s image
The analysis brought about the following re-
sults:
• Our country is regarded as a
destination that offers a rich and
authentic cultural experience.
• It is perceived as a country
surrounded by an air of mysticism
as well as the owner of several
ancient wonders.
Latin American country, a place mobilizers identified in
where the visitor may find a great Peru?
amount of attractions.
• Ancient Civilizations
Based on this information, we have identified • The Unexplored Amazon Rainforest
8 key mobilizers within which we grouped and its Exuberant Nature
all the national tourism offering. These • The Magical Andes
mobilizers serve as a guide to communicate • The Mysterious Desert and the
the tourism experience which the traveler Beaches to Discover
may live in Peru. • A Celebration of Life
• Cities to Discover
• A Gastronomic Paradise
• Extreme Experiences

Peru’s Key Mobilizers

Ancient Civilizations
Our vast archeological heritage is one of the richest in the world. The cultures that inhabited our
territory have left vestiges distributed into the most diverse natural scenarios. The experience
seeker may enjoy a first-hand experience of the grandeur of our past, by visiting monuments such
as Machu Picchu, Choquequirao, Kuélap, Chan Chan, the Huaca de la Luna, among others.
Anchors: Machu Picchu, the Moche route, Kuélap, Caral, Chavín de Huántar.

The Unexplored Amazon Rainforest and its Exuberant Nature

The Peruvian Amazon Rainforest is one of the regions having the greatest biodiversity of the planet.
It is not only characterized by its exuberant nature and its unexplored territories, but also because it
houses scores of ethnic groups, many of which are still relatively isolated from civilization.
These particularities make the Amazon Rainforest a matchless experience generator, as, among
other activities in there, the experience seekers may watch a great amount of animals and plants
that are unique in the world, explore vast natural resources, enjoy paradisiacal cruises by the
Amazon River, and interact with the native communities. Also, many lodges located in the middle
of the rainforest offer activities that help the tourists to get involved with the conservation of the
ecosystem and learning about the traditions and lifestyle of the local population.
Anchors: Amazon River, Amazon pink river dolphin, macaw clay licks.
The Magical Andes
The geography of the Peruvian territory is dominated by the Andes mountain range, which
presents an immense variety of natural scenarios favorable for carrying out activities, such as
landscape gazing and tours.
The experience seeker will find in trekking, mountain biking and rock climbing a great opportunity
for exploring mountains, canyons, volcanoes, rivers and lagoons, while they enjoy the unique
beauty of our highlands. Outdoor camping is a good option for experiencing open spaces,
forging friendships with people from all over the world, and participating in good environmental
practices.
Anchors: Pariacaca, Alpamayo, Huascarán, Ausangate

The Mysterious Desert and the Beaches to Discover

The landscape of the Peruvian coast is composed of beaches, dunes and oases, and it has
impressive archeological sites such as Sipán, Sicán and the Nasca Lines. The experience
seeker may also learn about the peculiar regional fauna (sea lions, birds, whales, etc.); relax
on paradisiacal beaches; practice surfing, windsurfing and sandboard; and experience high sea
fishing and underwater spearfishing. The coast also offers the tourist the opportunity of visiting
several regions renowned for the quality of their winemaking and pisco distilling.
Anchors: marine fauna, deserts, valley of Ica, the Moche route, Nasca Lines.

A Celebration of Life
Our national identity comprises a great diversity of cultures, whose richness is displayed through
art, dance, music and oral lore. They are living cultures that treasure their own languages
and traditions, which offer the experience seeker the possibility of participating in ancestral
community activities, magical-religious ceremonies, colorful popular festivities and countless
popular manifestations. These and other experiences are the best way the tourist may seize the
roots and traditions of our people.
Anchors: Ollantaytambo, Lamas, the Uros, Inti Raymi, the feast of Our Lady of Candlemas.
26-27
Part 3. Live the legend: 8 key mobilizers

Cities to Discover
Peruvian cities are the vivid expression of our culture and lifestyles. Through their architecture,
they offer the experience seeker an attractive mixture of history and modernity. Touring their
churches, convents, theaters, museums and colonial buildings is the best way to discover our
cultural diversity, while the shopping centers, art galleries, discothèques, pubs, festivals and
exhibitions offer the opportunity to have an up close experience of our most cosmopolitan side.
Anchors: Lima, Cusco, Arequipa.

A Gastronomic Paradise
Peruvian food is the result of the fusion of flavors, condiments and ingredients from several
continents and cultures, and may indulge the most demanding palates. Through the sense of
taste, the experience seeker may discover the mixture of our culture, learn about our history, and
understand the reasons that have made our cuisine one of the finest in the world.
Anchors: seafood on the pier, pachamanca in the countryside, fusion food, pisco in Ica’s
wine cellars.

Extreme Experiences
Our rugged geography offers ideal natural scenarios for the experience seeker who is hunting for
pure adrenaline. White water rafting through the deep canyons of Arequipa; mountaineering and
paragliding in Huaraz; mountain biking in the central rainforest; and trekking by the majestic Inca
Road System are only a few examples of these experiences. This field has a great potential, and
there is a lot to be done yet.
Anchors: trekking in the Huayhuash mountain range, mountain biking in the central rainfor-
est, surfing in Máncora, white water rafting in the Colca canyon.
 The 8 key mobilizers are a guide to meet the challenge of transforming our tourism
product into experiences. As you may see, these are not the only mobilizers we can work
with, but they are the most competitive, as they adjust to the experience seeker’s needs
and characteristics.

Peru’s 8 key mobilizers intend to transmit the following experiences to the experience
seeker:

• Amazement
• Discovery
• Learning
• Exploration
• Spiritual enrichment
28-29

PART 4
 BUILDINGEXPERIENCES:
the “Peru, live the legend” campaign

The overall purpose of this chapter is:

• To present the structure of the new

campaign for promoting the country.
• To analyze how experiences have been
incorporated into this campaign.

Market analysis

Three years after having launched the “Pack

Your Six Senses” campaign into the top priority
markets, PromPerú has deemed convenient to
develop a new advertising campaign that conveys
a message in accordance with the latest world
tourism market trends.

The starting point was to ask ourselves which

segment of the experience seeker tourist market
we wanted to target. To answer this question,
we conducted an analysis taking into account
factors such as market size, tourist needs and the
country’s current offering.

The following are the results of this analysis:

• The niche experience seeker is a very

reduced group that requires a very
high level of specialized information.
Its main advantage is its capacity
for “opening up” destinations which
otherwise any other type of tourist
would not visit.
30-31
Part 4. Building experiences: the “Peru, live the legend” campaign
• Themulti-thematicexperienceseeker
is a more significant group, which is
likely to sacrifice some amenities in
exchange for good experiences.
• The fashionable experience seeker
looks for worldwide recognized
destinations, such as Machu Picchu
and the city of Cusco. Since this is
the largest segment, it has been
the target of our campaigns in
recent years. As a result, we have
been able to position the country
within this market segment, and
ensure those visitors to come to
our country, as long as they can
enjoy quality services.
• Nowadays, the multi-thematic
experience seeker is the most
interesting and important market
segment for Peru. This is the
reason why we decided to target
the “Live the legend” campaign
towards that segment.
Top priority markets
An internal analysis conducted by PromPerú led
us to conclude that the top priority markets for
our country in 2009 are:
• North America: United States and
Canada.
• Latin America: Argentina, Brazil,
Chile, Colombia and Mexico.
• Asia: Japan.
• Europe:UnitedKingdom,Germany,
France and Spain.
Communication
strategy: from
the product to the
experience
In order to promote tourist destinations,
tourism companies used marketing strategies
exclusively oriented towards the selling
of products and services. This happened
because tourism businesses were designed
as companies with a single function within the
market, such as, for instance: travel ticket sales;
passenger transportation; sports equipment
rental; city tour organization; provision of
lodging, food and entertainment, etc.
The evolution of the world tourism market
has originated changes in tourists’ habits
and lifestyles and, in turn, has produced
growing demands in tourist products and
services. Consequently, the offer trend has
been oriented towards experiences, becoming
more distinctive and diverse.
This new scenario has led the countries to
add experiences as part of what they offer
and, consequently, of their promotional Offer
Oferta Characteristics
Características
campaigns.
• Goods - Perishable
Being aware of this new reality and, to avoid - Replaceable
lagging behind our competitors, PromPerú
decided the experience offering should be • Product - Tangible
the focal point of the “Live the Legend” - Follows a
campaign. standard
model
The first step to achieve this objective was
to prepare a communication strategy that • Service - Intangible
included the experience offering besides the - Customizable
selling of goods, products and services.
• Experience - Unforgettable
All these elements, which are important within - Personal
this new strategic concept, comprise our main
offering. Their main characteristics are listed
below:
32-33
Part 4. Building experiences: the “Peru, live the legend” campaign
Strategy tools
• Tourist assistance during their visit,
so that they may recommend it to
relatives and friends, and they may
repeat their trip.
• Preparation of specific advertising
for each consumer segment: niche,
multi-thematic and fashionable
experience seeker.
• To focus advertising on “anchor”
tourist attractions.
• To prioritize the use of online
media(Internet)forpromotingand
disseminating the attractions.
• To strengthen Peru’s positioning
as a cultural, natural and
authentic destination, capable of
transmitting unique experiences.
CAMPAIGN OBJECTIVES
• To motivate our target audience to
think of Peru as the best alternative
for their next trip.
• To avoid making Peru a massive
incoming tourist destination, thus
achieving a sustainable tourist
activity.
• To achieve that current tourists
repeat their trip and recommend it
to their relatives and friends.
Remember that:
Experiences are related to the stimulation of the
• To make potential tourists senses: they may be seen, felt, touched, smelled,
materialize their visit.
tasted and listened to. A product is something the
tourist buys; but an experience is something the
tourist will remember for a lifetime.
34-35
Part 4. Building experiences: the “Peru, live the legend” campaign
Evaluating prototypes
for the new campaign
Research and recollection of information are
vital for designing a successful promotional
campaign, as they help to define the
proposal of value. This is the reason why
PromPerú carried out a focus group among
tourists from Spain, United Kingdom, United
States and Brazil. The main results obtained
were the following:
• Peru is perceived worldwide as a
diverse country in many aspects.
• It is necessary to promote“anchor”
attractions, such as Machu Picchu,
which offer good services and
are surrounded by other tourist
attractions.
• Promotional campaigns must
convey positive sensations
experienced by tourists when they
visit Peru.
• The initial inspiration for picking
a trip usually comes from books;
magazines, such as National
Geographic; or television
documentaries, such as those
broadcast by Discovery Channel.
We have to use these resources,
as they awaken the tourist’s
interest and position the country
within the list of places they
would like to visit.
• Positive experiences told by
people who have already visited
the country are a very important
motivation for the selection of a
tourist destination.
• Internet is the first search
engine for information and price Topic/destination Characteristics
comparison, mainly of air tickets.
Machu Picchu Main icon
• Many tourists feel safer if they
book their trip through an agency, Lake Titicaca Living cultures
especially for long haul trips. and nature
• Some tourists enjoy traveling alone Nasca Culture
because this gives them more
opportunitiestolivearealadventure Chan Chan Culture
in an unknown destination.
Lord of Sipán Culture and
and Túcume nature
Amazon Rainforest Nature
Selectingthesloganfor
the campaign Scissors dancers Living cultures
The investigation confirmed that Peru’s White Mountain Nature
most outstanding characteristics as a tourist Range
destination are related to the diversity of
attractions, and the idea that it is a place Amazon pink Nature
where reality outdoes fiction. These special river dolphin
features are sustained by its several thousand
year-old culture, exuberant nature, great
biodiversity and ancestral living cultures. Mass media used
in the campaign
Then, the challenge consisted of trying to
summarize this perception in a creative • Television
concept that achieved a powerful synthesis,
capable of selling Peru’s image as a • Internet
tourist destination. This is how this phrase
originated: “Peru, Live the Legend” • Newspapers and magazines
oriented towards our target
audience.
Topics / destinations • Outdooradvertising:buses,palettes
used in the campaign in the main shopping centers,
billboards on the main avenues.
Machu Picchu was chosen as the main
campaign icon. Other destinations that are • Strategic alliance with 28 member
ready to be promoted within the scope of airlines of the One World Alliance,
incoming tourism were also selected. They are which have given the campaign
all attractions whose characteristics adjust to presence in 700 destinations in 150
the proposal suggested by the strategy. countries.
36-37
Part 4. Building experiences: the “Peru, live the legend” campaign

Transformingproducts
into experiences

Since television is the most effective mass media, we decided to create a TV spot that served as a catalyst for the new campaign. The
visual concept and the script were based on one premise: to communicate experiences. The other promotional materials, such as posters,
brochures, webpages, press advertisements, etc. were oriented into the same direction.

The script for the TV spot of the campaign and the promotional posters are shown below: These are practical examples of how to describe
our attractions in order to sell experiences: They may be subsequently contrasted with the traditional way of selling a tourist destination.
Before = traditional selling

• Machu Picchu is an archeological monument of the Inca culture discovered by the American explorer Hiram Bingham back in 1911...
• The Lord of Sipán’s tomb exhibits rich grave goods...
• The scissors dance originated in Ayacucho, Apurímac and Huancavelica...
• The Amazon pink river dolphin lives in the Amazon River...
• Chan Chan is an adobe citadel of the Chimú culture...
• The Nasca Lines are enormous figures representing mammals, insects and gods...
• Taquile is an island of craftsmen located on Lake Titicaca...
• Peruvian cuisine is one of the best in the world...
38-39
Part 4. Building experiences: the “Peru, live the legend” campaign

Now = selling of experiences

TV spot script

Video Audio
We enter a magical world, the camera flies over impressive In the land where the gods became mountains...
mountains and stops when it reaches Machu Picchu; the shot has a
different angle from the traditional postcard picture. We see the Inca
citadel.

We move to a shot of a man dressed in gold, such as the Lord of ...the children of the sun are clad in gold.
Sipán. It is a low-angle shot and the background is a magnificent
sky with adobe pyramids.

It is a rainy dusk, and we see three scissors dancers. majestically And mortals with scissor hands dance all day long.
leaping. We see a shot of the scissor cutting a raindrop..

We move to a shot of the jungle; the camera moves forward between

the trees and we suddenly see an Amazon pink river dolphin jumping Amazon pink river dolphins emerge from the waters.
in the air.

We then proceed to a shot of Chan Chan; the camera ascends by one A gigantic adobe city rises beyond...
of its walls, and we discover the city.

Now, in the desert, the sun enables us to identify the gigantic Nasca ...and kilometric ancestral figures left their mark in the desert.
Lines.

We pass to a sequence where we appreciate the interaction of This place exists. You may see it and feel it.
tourists with the places we have seen. We see a group of tourists in
a grand Andean festival, dancing and drinking chicha de jora (maize
beer); in the same festival there is a table with several plates of
typical Peruvian food.

We end with a pack shot of Machu Picchu. This image disappears Peru, Live the Legend.
and a Peru logo and the www.peru.info web site address are
overprinted on the black background.

To attract the experience seeker, it is necessary to rethink the way in which

we promote and offer our tourist products. The best way of
doing that is to appeal to their needs and emotions.
Posters
A. Mobilizers:
The Magical Andes
The Unexplored Amazon Rainforest and its Exuberant Nature
The children of the Sun emerge from the mirror of heaven.
At 3,800 meters closer to heaven, Manco Cápac and Mama Ocllo came out of the waters of Lake
Titicaca to fulfill the wish expressed by their father, the God Sun: to found a powerful empire that
should venerate him. The clouds seem to show us the path they followed. And the lake, as a mirror
of heaven, shows us the God Sun’s smile. This place exists. You may see it, feel it.
PERU, LIVE THE LEGEND

B. Mobilizers:
Ancient Civilizations
The Unexplored Amazon Rainforest and its Exuberant Nature
The Magical Andes
Where the gods became mountains.
The Inca ordered that gigantic blocks of stone should become alive and
ascend up to the clouds. Right there, he built his home with splendorous
gardens and gold-covered walls. At the gate of the sun, the clouds dissipate
to reveal that mystery that still inhabits one of the most majestic works
created by man. You may see it, feel it.
PERU, LIVE THE LEGEND

C. Mobilizers:
The Mysterious Desert and the Beaches to Discover
Ancient Civilizations
He came out of the sea and built eternal walls.
His name was Tacaynamo and, together with thousands of men, he built a city out of mud. Nearly
20 kilometers of engraved walls and narrow corridors, as vast as the horizon, are silent witnesses
of the mystery that has kept them standing for centuries. This place exists, come to see it, to live
it, to feel it.
PERU, LIVE THE LEGEND
40-41
Part 4. Building experiences: the “Peru, live the legend” campaign

D. Mobilizers:
The Magical Andes
The Unexplored Amazon Rainforest and its Exuberant Nature
Extreme Experiences
The land from where the stars may be reached rests inside her snow-white
wrap.
Millenary voices have named the land from where no star seems to be too far. Smiling gods may
be seen from its majestic and living mountains of over 6,000 meters of altitude. These snowed
peaks exist. You may see and feel them.
PERU, LIVE THE LEGEND

E. Mobilizers:
The Unexplored Amazon Rainforest and its Exuberant Nature
Green giants become alive and walk over their roots.
The voices of the rainforest say that the immense trees of the Amazon
come alive and move at will, as if they were zealous guardians deciding
whom they will show the mysterious places of amazing beauty. You may
see and feel the land of the green giants.
PERU, LIVE THE LEGEND

Tourists’ response to the campaign
“Mystery always sells. With this campaign you
are selling mystery and a way of escaping from
daily life”.
Nina Morgan, Canada
“I feel fascinated and, at the same time,
attracted “
Josh Neumann, United States
“This slogan awakens people’s imagination”.
João Proença, Brazil
“It gives you reasons to visit Peru. It is like the
History Channel. It offers abundant information
and history and tells you about its legends”.
Sabine Roll, Germany.
“At this very moment I am thinking: Wow!”
Jean-Jacques Blanc, France.
Guidelinesusedinthecampaignwhichyoumayapply
to incorporate the experiences to your business or
company
Include in your portfolio activities in which tourists may directly participate and become
involved with the inhabitants of the place they will visit. For example: knitting classes with
the dwellers of the Taquile island, flora and fauna watching with a local inhabitant, fishing on
totora reed boats, riding llamas, grape crushing in a vineyard in Ica, etc.
Include dance and music in your offering. Remember that Peruvian folklore is rich and
diverse.
Combine activities that include contact with nature and wild life. Remember that our
biodiversity and geography are unique in the world. For example: adventure sports (white
water rafting in the Colca canyon, parasailing, trekking), bird watching, stay in natural
reserves, etc.
Organize events (samplings, food and wine matchings, gourmet circuits, etc.), in order to let
tourists enjoy our gastronomy. Food is one of the most effective ways of stimulating their
senses.
Introduce a touch of modernity into your offering, including tours by the main cities, shopping,
visits to museums, art exhibitions, etc.
42-43

PART 5
for positioning experiences
TOOLS
The overall purpose of this chapter
is to share with you some of the
marketing tools we used in PromPerú
for creating and implementing the
“Peru, Live the Legend” campaign:

• Recommendations for making experiences

more competitive

• The promotion of experiences and the use

of the 8 key mobilizers

• Promotional materials

• The preparation of promotional materials:

- Voice, tone, verbal tense, style
- Practical advice

• The use of photos for selling experiences:

- Tips to get the maximum benefit out
of photos
- Practical examples

• The colors of the promotional materials

• The media advertising

- The press release
- The preparation of a kit for mass media
- The news bulletin
- Improving the webpages
- Prepare a digital presentation

• Tour packages and their benefits

44-45
Part 5. Tools for positioning experiences

CREATING A COMPETITIVE • Give the tourist the opportunity to

know the outstanding celebrities
OFFERING
of your location, such as: an artist,
These are some of the tips you may use to chef, craftsman, etc.
make the experiences more attractive:
• Use creativity to renew your
• Recollect interesting facts and offering every certain time, thus
information about the culture, you will give a fresh and innovative
history,traditions,geography,flora image, and will surprise the
and fauna of your area or location. travelers.
It will be useful to share it with
• Specialize your product offering
the tourists and to prepare your
according to the specific groups of
promotional materials.
clients.
• The experience seeker is eager
• Promote what distinguishes your
to learn. Promote activities that
product or business from all others.
involve contact with products,
food, drinks, clothing, tools, sports,
dances, etc.
The promotion of
• Use the environment and experiences and the
geography of your area to boost
8 key mobilizers
the selling of experiences.
We have taken as example four of the eight
• Use local personnel and products
mobilizers to prepare this guide, intended
made in your location, such as:
to illustrate in a practical way how can
building materials, handicrafts,
we transform our tourist attractions into
decorative objects, clothing,
experiences.
garments, etc.

• Offerinformationaboutthecultural
eventsofyourlocationandprepare
an updated database with the
addresses of shops, markets,
restaurants, museums, parks and
any other attraction which may be
interesting for tourists.
Mobilizer:
A Gastronomic Paradise

Resource:
The food sold by a restaurant.
The images of food plates serve to show the
client what he is able to order.

Product:
Articles such as the bill of fare, tables, chairs and
other restaurant furniture.
The images show the empty restaurant rooms.

Service:
The service the restaurant provides by means of
its employees.
The images show a smiling waiter taking a
client’s order.

Experience:
Our culinary wealth is transformed into a unique
experience when it is presented in a restaurant
located in some outstanding place because
of its history, traditions, natural beauty and its
typical food.
The images show the tourists enjoying the food,
with a spectacular landscape as background.
46-47
Part 5. Tools for positioning experiences

Mobilizer:
A Celebration of Life

Resource:
The totora reef boats and the rowers on Lake
Titicaca.
The images show the totora boats with their
rowers aligned on the lake shore, awaiting
the tourists.

Product:
A travel agency provides the guide,
transportation, food and lodging.
The images show the guide giving
instructions to the tourists.

Service:
The travel agency organizes an itinerary and
offers a specialized guide.
The images show the guide explaining the
tourists about the activities which local
inhabitants carry out.

Experience:
The client has the opportunity of spending
time with the Uros people and learn about
their customs and lifestyle.
The images show the tourists interacting with
the local dwellers.
Mobilizer:
The Unexplored Amazon
Rainforest and its Exuberant
Nature

Resource:
Nature, exotic landscapes and wild life.
The image shows the depth of the rainforest.

Product:
A lodge with a series of amenities for the
tourists stay.
The image shows the lodge’s features.

Service:
The lodge offers a series of additional
services, such as room service, spa, safety
boxes, etc.
The image shows a lodge employee waiting
on the tourists.

Experience:
The clients enjoy the contact with nature in an
exotic place.
The image shows tourists interacting with the
local fauna at the lodge facilities.
48-49
Part 5. Tools for positioning experiences

Mobilizer:
Extreme Experiences

Resource:
A river and the possibilities it offers for
adventure sport.
The image shows a view of the river and its
flow.

Product:
The sports equipment (rafts, oars, helmets,
lifejackets, etc.) and qualified instructors.

The image offers a view of the outside of the

shop and the equipment it rents.

Service:
Equiment rental, the guide and advice of
rafting instructors, luggage storage, safety
guides and a map of the tours according to
the water flow.
The image shows the instructors giving basic
classes to tourists.

Experience:
Tourists live a fascinating adventure by
navigating the waters of a river with a
large flow and at the same time enjoy the
incredible local landscape.
The image shows tourists practicing river
rafting.
PROMOTIONAL
MATERIAL
Promotional material, such as webpages,
brochures, posters and advertising in mass
media are vital to achieve the positioning into
the market. The functions of these materials
are the massive diffusion of experiences,
products or services and the attraction of new
clients.
Importance of promotional material
• They are the communication channel
with the client.
•  They inform about the advantages and
attributes of the tourist destination or
attraction.
• They help consolidate our image, and
distinguish us from our competitors.
• They strengthen our reputation and
give us prestige.
• They contribute to fixate the recall of
the attraction in our clients’ minds.
Communicating a tourism experience is very different from communicating a product.
When you promote an experience, you must speak of what the client wants to feel.
The preparation of promotional material
Promotional material must be prepared
having in mind the target audience and what
you want to communicate. Remember the
experience seeker is not only attracted by
large and expensive advertising campaigns,
but they rather prefer much more personal
forms of communication.
Keep these tips in mind when you are
preparing your promotional material:
• Think the promotional material is
targeted to people who are active,
curious and young in spirit.
• The language to be used must be
direct and concise, but, at the same
time, it must sound intimate and
personal, as if you were telling a story.
• Evoke feelings instead of simply
listing activities, attractions or
events.
• Your writing style must be simple,
cheerful and amusing. Avoid using
dense texts.
• Investigate, recollect and verify the
information before using it.
• Visit webpages, blogs or get in
contact with public or private
organizationsthatmayprovideyou
with reliable information.
The preparation of promotional material
To write about the experiences, we recommend
you to follow this concise style guide:
• Voice
Write in first person, whenever possible to
create a sensation of intimacy, as if you were
having a traveler-to-traveler talk.
• Tone
It must be conversational, relaxed and fresh,
neither refined nor pompous.
• Verbal tense
Use present tense in your descriptions to give
your texts a sense of freshness. For example:
“Machu Picchu is...”, instead of “Machu
Picchu was...”.
• Style
The style of your texts must be dynamic. Use
emotional verbs, such as “feel”, “experience”,
“taste”, “listen to”, “like”, “surprise”, “smell”,
“live”, ”discover, “relax”, etc.; and sensorial
adjectives, such as “big”, “brilliant”, “colorful”,
crystalline”,“deep”, “unusual”, “delicious”,
“daring”, etc., to make your texts and
descriptions more vivid.
50-51
Part 5. Tools for positioning experiences
Whenever you finish writing any text,
read it in full and out loud. Then, ask
yourself if it conveys:
• Energy
• Intimacy
• Naturality
• Originality
• Authenticity
Finally, ask yourself whether reading it
motivates you to travel and get to know
the place or the experience it describes.
To write about a tourist product or
destination, follow these tips:
• Use the 8 key experiences to “captivate”
your clients, by describing them
at the beginning of your promotion
material texts.
• Emphasize what makes your product or
destination different from all others, and
include details of the activities which are
part of the 8 key experiences.
• Highlight the experiences and everything
related to them, such as their diversity,
the environment, geography, inhabitants’
lifestyle, etc.
The most important function of photos as promotional material is to make
experiences look vivid. Thus, you must capture a moment in time and evoke
the sensations we wish to provoke in our visitors with the 8 key mobilizers:
amazement, discovery, learning, exploration and spiritual enrichment.
AN IMAGE IS WORTH MORE
THAN A THOUSAND WORDS
The power of images is such that, by
themselves, they may tell stories; generate
emotions, feelings and sensations; and even
convey messages. This is the reason why they
are a very efficient way of communicating our
experiences.
Selling experiences through images
The photos or images frequently used to
promote our country’s tourist attractions
generally show beautiful landscapes or
impressive archeological sites with few or
no people at all. To communicate and sell
experiencies through images, we must
show the tourists in action, in other words,
participating in the activities.
Tips to get the maximum benefit out of
photos
• Photos must show people in real
situations, participating in the
activities.
• They must look and feel natural.
Avoid using posed photos.
Remember that:
• Include the image of tourist
guides interacting with visitors in
your shots.
• Try to show in one photo as many
activities as possible.
• Make sure the photos show
tourists interacting with local
people and the surrounding
environment.
• Avoid taking and using photos of
empty landscapes.
• Do not use photos that show only
one person.
• Use photos that show tourists
practicing outdoor or adventure
sports.
• Use photos that show tourists
participating in art exhibitions,
food festivals, dances, carnivals,
popular and religious feasts, etc.
• Use photos that show tourists
interacting with celebrities (chefs,
artists, etc.) or funny characters.
PRACTICAL EXAMPLES

A classic shot A shot that shows experiences

52-53
Part 5. Tools for positioning experiences

PROMOTIONAL MATERIAL COLORS

PromPerú has developed a graphic line with the purpose of guiding people and/or companies in charge of preparing its publications and
promotional materials (brochures, two-page leaflets, posters, books, manuals, etc). Besides typography, supporting elements and other
parameters, it includes a color guide that you can use as an example to develop your own graphic line and, therefore, obtain a strong and
consistent visual identity for your offering. For further information about PromPerú’s graphic line, you may contact our marketing office.

Primary color
c 0
m 29
Brown
a 57 It identifies the publication as part of the same graphic line. It suggests the idea of a warm
n 90 country and, at the same time, it transmits authenticity.

Secondary colors
Through the title and/or graphic support elements, they identify the type of graphic material
to which the piece belongs to. It may be:

• General
c
m
0
55
Orange
a 100 This color presents the country through tourist destinations, by means of promotional and
n 0 informative material.

• Thematic
These colors present the country through tourist themes, and are divided into three catego-
ries:

c 70 a 100 Green
m 0 n 0 It represents nature.
c 0 a 100 Red
m 100 n 0 It represents culture.
c 95 a 5 Sky blue
m 0 n 0 It represents adventure.
 MEDIA ADVERTISING
Promoting yourself in the media does not
necessarily imply the spending of large
amounts of money. If we handle our public
relations with the press in an adequate
way, we will generate free advertising or
publicity.
• Do not use pretentious phrases or
abuse of technical language.
• Communicate the clever or
attractive twist of your business,
product, service or experience in
a clear way, stressing out what
makes you different from your
competitors.
• Prepare a contact list with the
names of journalists and mass
media. Send the press release to
the pertinent person.
• Make sure the information of your
press release does not clash with
the editorial line of the medium you
are sending it.

To achieve this objective, and if you do not
have your own Public Relations department,
you might learn to prepare promotional
material (press releases, news bulletins,
etc.) and organize press conferences or
other events, where journalists could have
direct contact with your offered destination
or product.
The press release
Is an essential public relations tool that
provides information ready to be published.
It is more effective when used to make any
announcement regarding the destination,
product or service, or to inform about any
particular aspect of the same.
You should consider the following tips to
write a press release:
To distribute your press release:
• The length of the press release
should not exceed one page.
• Be concise, go straight to the point
and avoid the use of slang.
• Do not use abbreviations or
contractions, nor assume that the
reader has previous knowledge of
the topics covered by your press
release.
• If you are going to write a heading,
it must be a summary of the press
release and should not have more
than two lines of extent.
• If you mention some person, write
their full name and position within
the company.
• Do not forget to include your data
or those of the person in charge of
public relations in your business,
as well as telephone numbers,
addresses, dates, email adresses
and webpages.
• Take into account the deadlines
for the publication of newspapers
and magazines.
• If you send your press release
through the email, include the text
in the body of the message and not
as an attachment.
• Donotattachhighresolutionphotos,
unless you are asked to do so.
Preparing a kit for the mass media
When we need to promote a new product
or service, announce the introduction of
changes in our business, or we are carrying
out an important event, it is necessary to
prepare a powerful promotional material.
As a general rule, a press kit must include:
• Press releases.
• The company’s brochure (history,
description,characteristics,awards
or distinctions, clients, telephone
numbers, addresses, etc.)
• Photocopiesofarticlespublishedin
the media regarding the business
or product.

• Always try to write in third person.

• The first paragraph must include Remember that:

the purpose of the release and the In terms of the cost/benefit ratio, one of the
most important ideas.
most effective ways of promotion is to disseminate
• The press release must answer the the information through the mass media
following questions: “who?”,“what?”, that are used by our clients.
“when?”, “why?” and “how?”.
54-55
Part 5. Tools for positioning experiences
• Complementary information.
• CD with photos and information in
digital format
Place all the above materials inside a cardboard
file, designed with the characteristic business or
product colors and logotype.
The news bulletin
News bulletins are a tool for disseminating
recurrent information about the business
and, at the same time, keeping our audience
informed.
Their preparation must be based on the
target audience and written in an informal,
dynamic style.
They may be prepared in diverse formats and
materials (black and white, in color), although
digital versions are preferable, because of
coverage and cost/benefit reasons, as they
allow to send them via email or place them
on your web page, if you have one.
Before preparing a news bulletin, you should
ask yourself the following questions:
• Whom are you writing for?
• What do you want to communicate
and inform?
• What articles are the most
adequate for that purpose?
• How can you prepare the bulletin at
the lowest possible cost?
• What should be the frequency of
publication?
• How can you reach the target
audience with your bulletin?
Improving the webpages
For the purpose of promotion, dissemination,
advertising and positioning, webpages are no
longer an optional tool, and have become a
necessity.
Their main objective is to expand client coverage,
provide with detailed information about a product
or service and increase sales volumes.
To obtain the expected results with this tool,
you must use the following general criteria:
• Develop the content of the page
accordingtotheneedsofyourtarget
audience.
• Choose backgrounds that do not
interferewiththereadingofthetext.
• Favor sober colors and avoid
phosphorescent shades.
• Avoid flashing or flickering in
words or images.
• Include your graphic line elements
in your design.
• Avoid long, block-like texts, and
write them following the tips
provided in this manual.
• Avoid the abuse of capital letters
and be careful with your spelling.
• Use photos according to the tips
provided in this manual.
• Update the contents on a regular
basis.
• Organize the information in a way
the user may find what they are
looking for in the least possible
number of steps (clicks).
• Make sure that your webpage
appears in the search engine
indices, such as Google or Yahoo!
Preparing a digital
presentation
Power Point and other similar programs are
very useful applications for the visual support
of the presentation of businesses, products,
services or projects. Its objective is to help
establish a more direct contact with the
audience and communicate the information
in a didactic and specific way.
In order to reach your goal and, given that
texts and images are the resources of this
kind of software, your presentation must
follow the criteria and guidelines provided in
this chapter as much as possible.
Tour packages and
their benefits
One way to develop and sell experiences
is by creating tour packages that include
complementary selected activities, that
respond to the experience seeker’s
characteristics, needs and wishes. Any
business, big or small, can coordinate a
package to sell its product.
It is not about assuming different roles,
but about coordinating with other services
to generate positive traveling experience.
For example, besides promoting its
accommodation services, the operator of a
tourist hostel located in a city like Arequipa,
recognized for its excellent gastronomy,
could promote attractions, such as the visit
 Remember that:
The organization of tour packages is an effective way of promoting a wide
variety of tourist attractions. The success of said attractions depends
on the mutual collaboration between the service providers of a determined
location or region, by means of offering quality products.
56-57
Part 5. Tools for positioning experiences

to a traditional picantería or typical food

restaurant, or the sampling of typical dishes
in a gastronomic fair. Thus, the offering is
enriched with an added value, making it more
attractive for the tourist.
The benefits of tour packages are listed below:
• They increase the tourism offer and help consolidate us as a competitive and
quality destination.

• They extend the tourist stay and increase the inflow of tourists to the country.

• They improve the distribution of profits among tour operators.

• They improve the profile and reputation of tourist companies or businesses.

 Remember that:
A selling experience is a group of smaller experiences
that work as chain links that complement each other.
58-59

PART 6
FINALRECOMMENDATIONS

Final recommendations

All along this manual we have shared with you a

series of marketing guidelines used by PromPerú
to achieve the transition of the country’s tourism
offer towards experiences.
These are some general recommendations
that will help you to get in tune with this new
approach:

• Remember Perú’s 8 key movilizers,

and think how the promotion of your
offering relates to them.

• Think which of the 8 key movilizers

your company or product is
identified with, and if it is using their
advantages.

• You already know the difference

between merchandise, product and
service. Now:

- Think of a way to transform your

product into experiences.

- Design a plan to achieve that purpose.

- Evaluate if your offering is related to

the key movilizers, and find the way to
differentiate it from your competitors.
If your business does not have the
capacity, look for strategic alliances
with other companies.

- Compare your costs with those of your

competitors. Take the quality of the
offering into account.

- Carry out your plan by using the tools

provided in this manual.
60
Part 6. Final Recommendations

• Seek the consultancy of tourism ¿WHERE TO LOOK FOR ORIENTATION?

organizations in the public or
private sector, at the regional or • http://www.promperu.gob.pe
national level.
• http://www.mincetur.gob.pe
• Reach out to other service
providers and tourist operators of You may access our virtual marketing module in this website:
your location to find the best way to
jointlyworktheexperienceoffering. • http://www.extranet.promperu.gob.pe

• Research and analyze the market If you want to know about successful experiences in other countries, you may visit:
studies on tourism that are
available.You may find them in this • http://www.earthrhythms.ca
webpage:
• http://www.tourism.australia.com
http://www.peru.info/s_
ftoPublicaciones.asp?HidAccio • http://www.gmist.ca/edge
n=Grupo&HidId=2&ic=1&SubTi
po_ZP=1 • http://www.thewhyoftravel.com

• http://www.canadianmountainholidays.com

• http://www.canada.travel