Ecuador was largely unknown as a tourism destination in North America. In fact, the little that people did know was negative, mostly centered around destructive tourism practices threatening the Galapagos.
The blank slate aspect of Ecuador provided us the opportunity to plant a stake in the ground, and position Ecuador as taking a leadership position in sustainable tourism. And we know that 77% of Awakening Consumers want to understand the environmental and social impact of their travels.
We created a campaign that speaks philosophically and without hyperbole, about travel, and Ecuador’s commitment to sustainable tourism and maintaining its unique natural and cultural attractions. To diffuse any skepticism and add credibility to Ecuador’s claims, we brokered and communicated a partnership with Rainforest Alliance.