The campaign, “All You Need Is Ecuador” is recognized for its positioning in digital media

The campaign, “All You Need Is Ecuador” is recognized for its positioning in digital media

The campaign, “All You Need Is Ecuador” is recognized for its positioning in digital media
August 05
21:58 2014

Quito (Pichincha).- The Ministry of Tourism received recognition as an “Agent of Creativity” due to its campaign, “All You Need Is Ecuador,” and because of its strong presence in digital media outlets.

For the first time, this past Saturday, August 2, the Behance Review was held in Quito at the Universidad Tecnológica Equinoccial (UTE). The purpose of this event was to connect those who are part of the creative world and to have them interact with participants by sharing their professional work.

At Behance Quito, 11 conferences were given on editorials, illustration, lettering, creativity, publicity, branding, architecture, sustainable design, corporate social responsibility and digital strategies.

As part of the digital strategies conference, the “All You Need Is Ecuador” campaign was a clear example of strategic positioning. The conversation was led by the Digital Media Director of the Ministry of Tourism, Enrique Altamirano, who discussed the process that the campaign consisted of and presented on how a good use of digital media can produce positive results.

Altamirano stated that one of the tools that helped drive this campaign was creating public expectations. This was done through the hashtag #AllYouNeedIs, which generated a great amount of digital interactions and in just four weeks gained more than 170,000 followers.

Later, the complete hashtag #AllYouNeedIsEcuador was created which placed it as a trending topic in seven countries around the world including Ecuador, Colombia, Peru, Spain, Germany, England and Argentina.

Enrique Altamirano stated that the creation of the international campaign, “All You Need is Ecuador,” took four months of hard work. The results, however, were exceptional as it created an impact on more than 446 million people due to its circulation through digital media, television, billboards, etc.

Currently Ecuador has an official tourism page, “Ecuador.Travel”, which was created two and a half months ago and has had more than 365,000 visitors. The country also has an official Twitter account, @EcuadorTravel, with more than 185,000 followers.

The Director of Digital Media of the Ministry of Tourism invited all the participants to visit the web page, Ecuador.Travel and to join the social networks that it has such as Twitter, Facebook, Instagram, YouTube, Pinterest and Google+, thereby allowing for more interaction with one of the country’s economic sectors that is experiencing the most growth, tourism.

More than 260 participants attended the conferences at Behance Reviews, an event that occurs twice a year and that takes place in cities such as Sao Paulo, Mexico D.F, Barcelona, and Saudi Arabia, among others. / Ministry of Tourism.

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