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PromPerú launches media campaign to promote Peru, the homeland of Paddington Bear

Paddington Bear
PromPerú, the Export and Tourism Promotion Board for Peru, has launched a media campaign to raise awareness of Peru as a holiday destination coinciding with the cinematic release of Paddington.    The campaign includes digital elements across TheGuardian.com and Telegraph.co.uk targeting the family market whilst a brand partnership with ActivInstinct.com will reach consumers interested in sport and outdoors activities.

30 second advertisements showcasing Peru’s accommodation, attractions, landscapes and cuisine will be shown in cinemas ahead of Paddington screenings and also on YouTube, using contextual targeting to reach families, DINKS and Empty Nesters.    

All activity will encourage people to discover Paddington’s homeland with the chance to win a family holiday Peru in conjunction with tour operator Journey Latin America. The competition is hosted on a microsite (www.travelpromos.co.uk/paddingtonperu) alongside further information on Peru’s cultural attractions, natural wonders, the ‘Spectacled Bears’ of Peru and Paddington trivia.

As well as coinciding with cinema screenings of Paddington, PromPerú’s media campaign runs alongside The Paddington Trail in London, a series of 50 individually designed Paddington statues placed around central London. PromPerú has designed three of the Paddingtons to give Londoners a flavour of the bear’s homeland. Wonders of the World Paddington, beside The Shard, illustrates Peru’s most iconic archaeological wonder, Machu Picchu; whilst Taste of Peru Paddington sits in Borough Market symbolising Peru’s growing reputation for food and drink. Bearodiversity can be found on Glasshouse Street near Piccadilly Circus, reflecting Peru’s position as one of the most biodiverse countries in the world.  

The lead charity partner of The Paddington Trail is the NSPCC who will be auctioning off the bears with Christie’s, both online and in a live auction in December, with all the proceeds going to the charity. It is hoped that The Paddington Trail and associated activities will raise more than £500,000 for the NSPCC and its ChildLine service, online bidding takes place until 3pm on the 7th January 2015 at www.christies.com/paddington.  

“Paddington is said to hail from ‘darkest Peru’, but this media campaign will illustrate that Peru is anything but dark,” comments Jaime Cardenas Perez, Director of Trade & Investment Peruvian Embassy. “Through our integrated campaign, we will entice families and adventurous travellers to visit Peru to experience the country’s colourful landscapes, vibrant culture and mystical heritage.”  

To drive travel bookings to Peru, PromPerú is running a simultaneous trade incentive for travel agents, who can win cinema tickets to Paddington through logging the bookings they make on holidays to Peru.

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