Ecuador is all you need

Australia is one of seven markets Ecuador is targeting in an international tourism campaign aimed at transforming the country from a boutique South American destination into a mainstream one.

Based on the Beatles hit, ‘All You Need is Love’, which the Ecuador Ministry of Tourism paid rights to use, the ‘All You Need is Ecuador’ campaign was launched last year but phase two of the initiative kicks off this month.

Worth AU$11.6 million, the campaign invites travellers to disconnect from the digital world and ‘feel again’ amongst the cultural, historical and scenic wonders of the country.

Targeting USA, Canada, UK, Germany, Brazil, Japan and Australia, the campaign includes press, TV, billboard and digital advertising.

Promoting Ecuador’s diverse, multi-sensory experiences, the ‘All You Need is Ecuador’ campaign aims to make the country’s prospering AU$1.9 billion tourism industry the nation’s major source of non-oil revenue by 2017.

Located on South America’s west coast next to Peru, Ecuador attracted a record 1.5 million international visitors in 2014, up 12.3% on 2013, with overseas arrivals up 10.9% in the first four months of 2015.

International travel representatives, AVIAREPS, which was appointed last month to represent Ecuador Tourism in Australia and Asia, said the new phase of the ‘All You Need is Ecuador’ campaign was designed to help travellers forge deep connections with the world and themselves.

“Ecuador wants to help travellers find authentic meaning and adventure in a highly digitalised world,” AVIAREPS’ Australian manager Peter Power said.

“The campaign encourages people to visit Ecuador to feel emotions like wonder, curiosity, passion and love. Just 8% bigger than Victoria, Ecuador offers an incredible diversity of experiences from the snow-capped volcanoes of the Andes and the jungles of the Amazon to tropical beaches on the Pacific coast and the amazing Galapagos Islands – four very differing worlds all in one compact place.

“For Australians, Ecuador has historically been an exotic and relatively unknown destination known mainly for the wildlife-rich Galapagos Islands but the country is now spending 10 times more on tourism marketing than in 2006 as part of a bid to position itself as one of South America’s friendliest, safest, must-visit destinations.

“More luxury, adventure, cruise, rail and culinary products are now coming on line in Ecuador as well as infrastructure for conference and incentive groups to meet demand.”

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