On Sunday 1st February 2015 the Super Bowl XLIXwill be played at the University of Phoenix Stadium in Glendale, Arizona. Every year they have one of the world’s biggest stars perform during the halftime and this year it’s Katy Perry. However something else will also be vying for the attention of the estimated billion people who will be watching worldwide, the country of Ecuador.
They are making history by being the first foreign country to have a tourism commercial during the Super Bowl. The advert is 30 seconds long and is played out to the Beatles song, “All you need is love”. To air it has cost Ecuador $3.8 million. It’s actually part of a much larger campaign aimed at the US market called “All you need is Ecuador”.
Ecuador are spending millions on improvements to their travel infrastructure. After Colombia the US is their second biggest tourist market for tourists. The number of visitors from the US has grown steadily over the last few years and if they see just 1% growth (or 13,000 more US tourists) this year they will cover the cost of the advertisement. It is also now a popular destination for American expats to relocate to and was recently named in a report as the top destination for retirement out of 160 locations.
Ecuador wants to show they are more than just the Galapagos Islands. High on the list of places to promote are Quito’s urban life, Cuenca’s colonial charm, and the diverse rainforests. Although no one is sure yet what the contents of this advert are they only have 30 seconds to showcase the best of Ecuador. The advert will only be shown in major cities as tourist officials are hoping to attract high end travellers.
“Advertising during the Super Bowl means we dare to dream big,” Ecuador’s Tourism Minister Sandra Naranjo said recently at a press conference. It is hoped that the campaign benefits will equate to 15 times what has been invested, although no statistics have been offered to back this up.
If you want to visit Ecuador before it is over-run with tourists visiting as a result of this expensive campaign, then there is no time like the present to go to this marvellous country. Have a look at Historic Haciendas for some of the finest places to stay.