“Action Hero” Stars in Argentine Campaign for North American Tourists

"Bruce Willis" viaja a Argentina para la campaña "Vacation Home of the Brave" (Foto: Secretaría de Turismo de la Nación Argentina)

The Tourism Board of the Nation of Argentina launched a digital campaign that seeks to attract tourists from the United States with a familiar face. Continuing the creative promotional efforts of their Feel Your Nature initiative, the organization produced three videos starring renowned North American actor, producer and action star, “Bruce Willis.”

Source: Secretaría de Turismo de la Nación Argentina / YouTube

The campaign, called Vacation Home of the Brave, in reality features Pablo Perillo, a local actor and Bruce Willis impersonator, as he enjoys Argentina starring in “action” situations. These faux movie trailers were filmed at Iguazú Falls, in Misiones; in snow-covered Cerro Bayo at Villa La Angostura, Neuquén; and at the Autonomous City of Buenos Aires. All three videos are available on the campaign’s YouTube channel, Visit Argentina.

A “Bruce Willis” from Buenos Aires?

The idea behind Vacation Home of the Brave is to pit our Buenos Aires “Bruce” against risky and suspenseful situations that unravel as relaxing vacation moments. The goal of this campaign is to encourage every tourist to come to Argentina and become the “protagonist of their trip.”

As Gustavo Santos, Argentina’s Secretary of Tourism, explained: “Tourist arrivals from the United States to our country grow year after year. We’ve made progress in terms of connectivity with new flights arriving from Los Angeles, New York and Miami. This enhances our ability to receive and offer new experiences to be found in Argentina, and brings us closer to one of the main emissive markets in the world.”

Source: Secretaría de Turismo de la Nación Argentina / YouTube

Why the United States Market?

According a the press release from the Tourism Board of the Nation of Argentina, the United States is one of the strategic countries within the market segmentation of the National Tourism Promotion Institute (INPROTUR).

During 2018, North American arrivals increased 7.4 percent over the previous year, reaching a total of 420,175 tourists. In addition, in the first seven months of 2019, Argentina received more than 290 thousand North American travelers, 14.5 percent more than in the same period of 2018.

More Visit Argentina Activations

Argentina has been implementing several creative activations as part of their Feel your Nature campaign. There were video-testimonials from three travelers discovering the Perito Moreno Glacier. Another, Feel Like You’re on Mars, was filmed at the Desierto del Diablo (Devil’s Desert) in Salta and focuses on the similarity of its terrain to that of the planet Mars.

At Iguazú Falls, former basketball player Manu Ginóbili invited American tourists to visit that Natural Wonder of the World, through a video filmed from the imposing Devil’s Throat. As for the City of Buenos Aires, six tourists from different countries participated in a a 12-hour broadcast that showed the diversity of tourist options the nightlife in Buenos Aires has to offer.

Source: Secretaría de Turismo de la Nación Argentina / YouTube