Home Travel News

Ecuador creates a first for Super Bowl 2015

Ecuador Tourism has spent US $3.8 million to showcase its first ever Super Bowl ad for 2015.

Ecuador Tourism has spent US $3.8 million to showcase its first ever Super Bowl ad for 2015.

 

 

Titled ‘All you need is Eccuador’ the 30 second ad is most definitely a first versus the usual clever array of big budget snack (hello Doritos), auto, beer and soft drink ads competing for precious mid-game eyeballs and viral gold.

But bigger than that, it’s also the first foreign country EVER to feature a destination ad at the annual behemoth event.

The ad features legendary Beatles track ‘All you need is love’ and as you would expect is a visually striking montage of the natural and cultural beauty Ecuador has to offer.

All part of a bigger campaign entitled #AllyouneedisEcuador which is running concurrently.

Ecuador_karryon_superbowl2

A tad risky I hear you cry? Well maybe not given Ecuador’s strategy is to position the country and it’s crown jewels ‘The Galapagos Islands’ as being the next Costa Rica and hot destination for American travellers.

In an interview with Yahoo Travel, Ecuador’s ambassador to the United States, Nathalie Cely, said that U.S. tourism has grown 4 percent a year for the last 10 years, and the country wants to double that over the next five. Already US travellers to Ecuador are only second to Colombians.

Ecuador states that just 1 percent growth in stateside visitors will bankroll the money spent on the Superbowl ad. So perhaps not such a risky strategy after all?

Ecuador_karryon_superbowl

Maybe one day we’ll see a Tourism Australia ad at the Superbowl with a bunch of American folks playing gridiron on Whitehaven beach. With Lara Bingle.

Stranger things have happened.

What do you think? A waste of money? Or marketing genius?