Peru, dedicated to the world and all over the world

By Francisco Espinosa Reboa

Magali Silva Velarde-Álvarez, minister of Foreign Trade and Tourism of Peru, and president of the board of PromPeru, a public organism aimed to promote the country, presented the new international campaign of the country: "Perú, dedicado al mundo" ("Peru, dedicated to the world"). 

The campaign, launched in the city of Lima on June 7, is based on an audiovisual spot that shows the world famed diversity of the country. 

"We know that one of the strengths of Peru are its cultural and historical attractions. In that sense, the strategy of the campaign, directed to all foreign audiences, is to use that cultural and historical position to publicize other pillars of our Country Brand, with the aim that Peru will be perceived as an integral whole that also has tourism, gastronomy, investment and export values and opportunities", said Silva during the launching. 

In addition to the main spot, four additional audiovisual works haven been developed and will be soonly presented. They specifically show the growth and importance of Peruvian gastronomy, pisco, and textile and agro industries. 

A TV series is also on the way: television channel National Geographic will host eight 30-minute episodes dedicated to Peruvian dishes, superfoods, fashion, music, art, sports and cinema.