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...