Feel Your Nature, the new international promotion strategy developed by Argentina, highlights various experiences of tourists visiting that country.
The goal of this initiative, according to a press release from the Tourism Board of the Nation of Argentina, is to position the country as an international destination, increasing receptive tourism by sharing in a renewed way the destinations offered by this territory.
Feel Your Nature showcases three videos with different protagonists and stories, all recorded in Argentina’s Patagonia region and connected by the same concept: to discover nature. The chosen destination was Los Glaciares National Park, in the province of Santa Cruz.
The Videos of Feel Your Nature
In the video Siéntete Pequeñito (Feel Small), a 2.17-meter-tall basketball player explores the Perito Moreno glacier. Through this comparison you can see the contrast between the immensity of the landscape and how small the traveler feels, regardless of his height.
Then in Siéntete Único (Feel Unique), a professional photographer looks for never-before-seen images, not those frequently known and taken, but the ones showing lesser-known yet dazzling trails.
Finally, the video Siéntete Libre (Feel Free), shows a woman unplugged from her smartphone and completely connected to the environment, looking for ways to shed everything mundane and bond with nature.
Positioning Strategy
Gustavo Santos, Argentina’s Secretary of Tourism, explained that through this project “we seek to increase the flow of foreign tourists using a promotional plan for markets and audiences that allows better dissemination. This positioning of our country as a travel destination in the world accompanies other measures to increase our tourism, such as reimbursing of value added tax (IVA) on accommodation, increasing air travel routes, facilitating visas, and eliminating reciprocity rates.”
In addition, this digital strategy includes actions with influencers, high-impact activations and cooperative actions with airlines within the digital universe to encourage the purchase of tickets to Argentina during 2019.
