LATCOM DEPLOYS CAMPAIGN FOR PROCOLOMBIA
The Campaign achieved excellent results with its OOH campaign "Finding Encanto"
In Times Square (New York) and Piccadilly Circus (London), two iconic cities that together host 33% of the total global tourists. With a very high pedestrian and vehicular traffic flow, the campaign reached the target audience, garnering over 356,000 views.
ProColombia, the government agency responsible for promoting Colombian exports, international tourism, and foreign investment, renews its focus on inbound tourism. Latcom, a globally specialized media trading company, particularly in Out of Home (OOH) advertising, was tasked with the strategy and implementation of the “Finding Encanto” campaign, creating a presence in two iconic cities: London (England) and New York (USA). The campaign aimed to announce the launch, promoting the charm of Colombia—a country with vast and generous geography, featuring landscapes, mountains, seas, jungles, history, and a rich cultural and gastronomic offering.
To achieve this, brand presence was established through a large digital format in Times Square and Piccadilly Circus—two locations with high pedestrian and vehicular traffic, impacting the target audience and inviting them to experience Colombia. The goal was to generate brand experiences with impact, recall, and a call to action.
A QR code was used, inviting viewers to watch a premium series without a subscription. The series “Finding Encanto,” consisting of 6 episodes, not only highlights Colombia’s diverse geographies but also showcases its gastronomic variety, culture, art, music, mysticism, and the warmth of its people. The choice of two high-traffic spots allowed for excellent results, reaching over 356,000 views of the series among the target audience.
“The development of the ProColombia campaign involved our global coordination and local execution, both in NY and London. The successful results we achieved with this campaign in strategically located spots are a clear example of the effectiveness of OOH communication to promote tourism and boost the sector. Outdoor media allows for coverage and reach, with highly segmented audiences and the use of high-impact elements. For this, we utilized LATMS, our Management Tool that enables Planning, Implementation, Control, and Analysis of each campaign integrated into a single platform,” says Karina Vazquez, LATAM and LATAM USA Commercial Director at Latcom.
Mauricio Torres, Andean Hub Manager at Latcom, adds, “We have a significant commitment to the region with specialized teams in each of the countries, making clients of this importance trust us. We understand that the reactivation of the tourism sector is key to the regional economy, and our model allows us to be a key ally in developing globally coordinated strategies implemented locally in each market. Today, it is essential to have OOH media strategies with innovation applied to the system that allows amplifying messages on different platforms and having different KPIs for more precise measurements. 2023 is a year of growth for our HUB, adding regional clients from the tourism sector such as Procolombia, Avianca, IHG Hotels, Promperú, Ibis Hotels, Tourism of the Dominican Republic, among others, with a favorable outlook for the end of the year and the challenge of continuing to grow with our teams.”
