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case studies
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Turismo Chile
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| “Thanks to DCI’s strategic media placements, Chile’s star is rising among affluent travelers, as are our visitor arrivals.” |
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Pablo Moll
Director
Tourismo Chile | | |
The Challenge
Chile's experiences were not top-of-mind for North American travelers. As a result, Chile Tourism sought to position the nation as South America’s emerging adventure getaway, replete with experiences travelers could have "Only in Chile".
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The DCI Roadmap
• Develop a communications campaign and messaging that highlights the adventures available “Only in Chile;”
• Commence extensive outreach to members of the Society of American Travel Writers to secure attendance at the association's annual conference being held in Chile and promote key experiences;
• Identify and secure coverage of Chile through desk-side media appointments and editorial research visits within well-established print, broadcast and online media that offer tips to American travelers on where to plan their next international adventure.
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The Results
• DCI secured editorial print coverage of Chile's travel experiences in outlets such as Enroute, Inc., Kiplinger's Personal Finance, National Geographic Adventure and Travel + Leisure.
• On behalf of Chile Tourism, DCI generated broadcast coverage of Chile's stunning landscapes and unique travel adventures on CNN, NBC, PBS, and Travel Channel.
• Without advertising in the North American market, Chile Tourism visitor arrivals grew 9 percent in the U.S. and 17 percent in Canada over a one-year time frame.
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