Beatles song to shore up Ecuador tourism

Published on : Saturday, April 5, 2014

EcuadorThe British band, Beatles, popularized the song, “All You Need is Love”. This song has been chosen to be part of the new tourism promotion campaign in Ecuador. After its official launch on Thursday, March 27, the South American country is now betting it all on its new tagline, “All You Need is Ecuador.” The first video in a series of advertising spots soon to launch showcases tourist destinations in the Costa, Sierra, Oriente, and Insular regions.

 

Ecuador has already made some important gains in its tourism industry. The capital city of Quito received the top prize in the World Travel Awards, and was recommended by the New York Times as one of its “52 Places to Go in 2014.” USA Today Travel chose the Galapagos Islands as its number one place to visit, and Cuenca was recognized as “the best city in the world to retire” by International Living.
 

This is also not the first time that Ecuador has launched a multimillion-dollar campaign to sell its tourist attractions. Both the 2010 campaign, branded “Ecuador Loves Life,” and now “All You Need” demonstrate the strong push by the government to convert tourism into a principal source of revenue for the state. Perhaps, for the first time, President Rafael Correa has realized that oil, the country’s current main source of income, will not last forever, and is attempting to use tourism as a way to diversify the economy.
 

Ecuador’s government paid US$1.3 million for the rights to use the famous song by the British band, and those promoting the scheme estimate that the total value of investment through 2017 will amount to US$620 million. As part of this costly strategy — paid for by the taxpayer — the slogan will be displayed strategically in places throughout America and Europe, except for cities within Ecuador itself.

 
This campaign has raised tourism expectations and is widely predicted to be a success. Ecuadorians enthusiastically support this effort, causing #AllYouNeedIs and #AllYouNeedIsEcuador to trend on Twitter since the launch of the international campaign on April 1.
 

While it appears that Ecuador has begun to realize the importance of tourism, an industry that has long been neglected, this effort must go beyond positioning a country brand. It should entail both the government and private citizens striving to compete and provide tourists with what they seek: security, quality service, human dignity, and — why not — even an environment attractive to foreign investment.

 

 

Source:- Ecuador Tourism

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