How to showcase travel experiences to increase visibility for El Salvador tourism
Client: El Salvador Tourism
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Goal
To help promote tourism to El Salvador by highlighting its culture, people, and beautiful destinations through unique media deliverables. In addition, host a wellness travel experience to bring travelers to El Salvador.
Outcome
Live Better produced commercial grade videos and a wellness retreat experience in partnership with Avianca Airlines as the El Salvador Ministry of Tourism. The combined results of the project have generated millions of impressions to an international audience of travelers.
The Challenge
Overall, El Salvador itself was having trouble connecting with North American travelers, travel agents, and other operators due to a lack of experience and negative perceptions about the safety of the country.
The Live Better Solution
Firstly, in 2016, the Live Better team visited El Salvador as part of a tourism trip to highlight the country as a tourism destination. The goal was to establish a wellness retreat destination for Live Better, which would then promote El Salvador as a tourist destination focused on safe and sustainable travel.
Introducing Live Better Wellness Retreats
Second, Live Better hosted its first “Live Better Wellness Retreat” experience in 2017 with a hand selected group of participants, which generated over 10+ million impressions for El Salvador as well as Las Flores Resort.
As a result, this laid the groundwork for Live Better to host more retreats in the future, with the six experience occurring in 2021. In six wellness retreat experiences, Live Better has brought over 100+ retreat participants directly to El Salvador, each for a 5-night stay.
In Partnership with El Salvador Ministry of Tourism
Then, in 2017, Live Better was also contracted by PHG Consulting on behalf of the El Salvador Ministry of Tourism to produce media for an advertising campaign to promote travel to El Salvador.
The goal was to highlight El Salvador as an beautiful travel destination with a focus on extending length of stay, spend, and promoting a safe travel experience.
The Results
As a result, Live Better produced eight, commercial grade videos and hundreds of photos highlighting traveler testimonials, destination experiences (beaches, jungles, volcanoes, waterfalls), culture highlights of the people of El Salvador, and tour guide partners.
Live Better also produced a kickoff wellness retreat experience at Las Flores Resort in partnership with Avianca Airlines as the El Salvador Ministry of Tourism. Live Better has now hosted six retreats to date in El Salvador in the past five years bringing 100+ people to the destination.
According to PHG Consulting, the results of the advertising campaign they led included:
- Fodor’s Travel included El Salvador on its “Go List” of destinations to visit in 2019
- Secured 2,631 positive articles about El Salvador, resulting in more than 595 million media impressions in 2018
- Increased arrivals from the North American market along with length of stay and spend
- Educated over 420 travel agents across North American on the products and offerings in El Salvador
- Advertised El Salvador during an LA Galaxy soccer match and a Houston Astros baseball game reaching a combined audience of over 1 million consumers
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