ARGENTINA TOURIST BOARD

Brief

Argentina Tourist Board: To showcase the country as an inspirational travel destination when the pandemic had closed borders.

STRATEGY

Jori White PR developed an influencer campaign on behalf of the Argentina Tourist Board to present the country as an inspirational travel destination at a time when the pandemic had closed borders.

Hampers comprising Indigenous Argentinean items such as Malbec wine, dulce de leche, books and fashion items were created.

A small selection of influencers were paid for. The majority did not receive a fee; they were sent hampers but were not compelled to post.

The paid-for activity reached an audience of nearly 3 million and achieved 1.2 million impressions.

Of the 60 unpaid influencers who received boxes, 44 posted, despite no financial incentive.

The agency also placed editorial features highlighting why Argentina is the ultimate travel destination. These included leading digital magazines, Luxury London and Sunday Express S Magazine.

Results

The result was a clear communication that Argentina should be the number one destination of choice for the adventurous traveller once restrictions are eased.