Ecuador saw a 14% increase in international tourism between the years 2013 and 2014 and are hedging their bets that an expensive ad during the Super Bowl on February 1 will have big payoffs for even greater numbers of visitors in 2015.
Ecuador is the first foreign country to buy an advertising spot during the Super Bowl to promote tourism. According to Ecuador’s Ministry of Tourism, the 30 second Super Bowl ad that boasts, “All You Need is Ecuador,” cost $3.8 million (earlier news stories reporting lower amounts did not include taxes).
The Super Bowl advertisement will be featured during half time and will be aired in 13 major markets, including New York, Boston, Philadelphia, Chicago, Seattle, L.A., San Francisco, Dallas, Houston, Denver, Atlanta and Miami. There will be an additional 8 commercials that will run during NBC’s “Today Show” leading up to the Super Bowl.
The focus of this bold campaign is to highlight Ecuador’s four unique tourist destinations: Galapagos, Coast, Andes and Amazon. Truly, this small country has a lot to be proud of!
Inspired by The Beatles’ “All You Need is Love” tune, the first phase of the “All You Need is Ecuador” campaign was launched in April 2014 and was featured in 19 major cities throughout the world including NYC, Paris, Madrid, London, Berlin, and Amsterdam to name a few. The $19 million campaign lasted 10 days and consisted of displaying one giant letter in a major plaza of each participating city. Together the letters formed the words “All You Need is Ecuador.” Each letter was covered with iconic images that show off Ecuador’s tremendous beauty and diversity, including giant tortoises, rare birds and orchids, colonial buildings and cathedrals, and spectacular natural landscapes.
In conjunction with the theme of “All You Need is Ecuador,” the government of Ecuador has adopted the slogan of “Ecuador: Ama la Vida“ which can now be seen on buses, sides of government buildings, and even Ecuadorian product packaging. This upbeat reference to savoring life is reminiscent to me of Costa Rica’s famous “Pura Vida!”
While the first phase of the “All You Need” campaign focused on highlighting the richness and diversity that Ecuador has to offer, the airing of Ecuador’s Super Bowl commercial presents the second phase which aims to emphasize how all of these incredible experiences are concentrated into one tiny country. “One Country. Like Nowhere Else, All in One Place, So Close” is the motto.
Ecuador’s government increasingly recognizes the economic potential of tourism saying that it is the future of Ecuador. Last year, approximately $600 million dollars was generated by the tourist sector. The goal of Ecuador’s Super Bowl ad is to make the estimated 120 million spectators fall in love with this little known place and come visit. Of the 1.5+ million tourists to Ecuador in 2014, twenty-one percent visited from the U.S. Officials say that a 1% increase in U.S. visitors to Ecuador in 2015 will cover the money invested on the Super Bowl ad.
To wrap up this post, below is a playlist of eight promotional videos from the Ministry of Tourism that are definitely worth the watch.
It is no doubt an exciting time to be here in Ecuador watching a myriad of transformations taking place. When we bought a house on the coast in 2006 we never could have imagined how quickly Ecuador would become a global destination for both tourists and expats alike.
**UPDATE (Feb 5): Here is the final advertisement that was run at halftime.