The world premiere of the movie “Transformers: Rise of the Beasts,” filmed in the stunning Peruvian locations of Cusco and Tarapoto, has become the centerpiece of an ambitious inbound tourism campaign undertaken by PromPeru in prominent capitals around the world. The government agency responsible for promoting Peru’s image, tourist destinations, and export products has decided to capitalize on the impact of this cinematic production and estimates that it could generate an increase of up to 50% in foreign visitor arrivals to the country.

Tourism promotion is once again on the rise, and PromPeru has invested in or focused on the massiveness and coverage of Out-of-Home (OOH) advertising in collaboration with Latcom, a renowned company specializing in outdoor advertising. As part of their strategy, they have targeted major cities that attract millions of travelers, such as the iconic Times Square in New York City, xxx in Los Angeles, and xxx in Mexico City, where the “PromPeru Transformers” campaign can be enjoyed during the movie premiere. The OOH campaign has been deployed through large digital billboards on the streets (in New York and Mexico) and screens in premium cinemas across all markets, connecting the release of this mega-production with the beautiful and unique landscapes offered by Peru’s diverse and magnificent geography.

The campaign’s theme is perfect for capturing attention towards the spectacular billboards, which aim to consolidate and increase inbound tourism through innovative strategies that promote Peruvian tourist destinations. PromPeru plays a fundamental role in the economic recovery and the dissemination of the cultural and natural wealth that make Peru a privileged destination in the world, thanks to its beauty, gastronomy, and diversity of landscapes, climates, and cultures.

In this way, PromPeru reaffirms its leadership in export promotion and the projection of the country’s image as a tourist destination, with the coordinated participation of all stakeholders involved, thereby contributing to the competitive internationalization of businesses. For Latcom, it is a beautiful challenge to bring this campaign to life, surprising pedestrians in iconic cities and providing visibility to a country like Peru, which has so much to offer in terms of tourism.