‘Colombia: the only risk is wanting to stay’ campaign
Key Objectives
To educate the target audience by raising awareness of Colombia as a tourism destination, showcasing its unique selling points and attractions to a wider audience.
To address and challenge the popular misconception amongst potential visitors that the country is an unsafe destination and with security concerns. This was a crucial factor during its early stage development in the UK market, as the tourist board looked to grow visitor numbers and attract more affluent travellers.
Core Activities & Strategy
For ProColombia’s largest-ever integrated campaign, we combined traditional and social media, outdoor advertising, experiential activations, and guerrilla marketing to promote the country’s diverse tourism offering to both consumers and the travel trade.
The campaign centred around seven visually led adverts showcasing Colombia’s culture, nature, and heritage, supported by a major outdoor advertising presence across the London Underground and key billboard locations. A six-week Colombia-themed takeover of the National Geographic Store in London became a focal point of the campaign, featuring branded installations, media activity, radio partnerships, and a series of high-profile travel and consumer events with speakers including BBC Wildlife expert Nigel Marvin.
Additional experiential activity included a salsa-themed flashmob at Westfield London and commuter engagement at Victoria Station using branded giveaways and live performers. The campaign was further amplified through targeted digital advertising, social media management, SEO activity, and high-level stakeholder visits, including the Colombian Vice President.
