The Kindest Peruvian

This case study describes how Peru's Ministry of Foreign Trade and Tourism (MINCETUR) used a national search to find the kindest Peruvian to boost tourism and encourage return visits to the country.

The Kindest Peruvian

Gloria Herrera, Luis Uchima and Humberto Polar

Campaign details

Lead agency: MediaConnection BPN and FCB MAYOCountry: PeruIndustry Government, social policyChannels used: Earned media, buzz, Internet - general, Internet - microsites, Internet - search, Newspapers, Online video, Public relations, Radio, Social media, Television, Word of mouth, advocacyMedia budget: $1 - $3 million

Executive summary

This case study describes how Peru's Ministry of Foreign Trade and Tourism (MINCETUR) used a national search to find the kindest Peruvian to boost tourism and encourage return visits to the country. Every year, millions...

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