The 'Banana Ambassador' Campaign Invites Tourists to Visit Ecuador
Alexander Lam — May 28, 2013 — Marketing
References: turismo.gob.ec & adsoftheworld
In order to increase tourism to Ecuador, the Ecuador Ministry of Tourism commissioned a campaign called 'Banana Ambassador' that uses bananas to bring in more tourists. Since Ecuadorian bananas are shipped worldwide, they are the perfect carriers for a tourism advertisement.
Replacing the conventional fruit sticker, ambassador stickers are affixed to bananas leaving Ecuador. Since fruit stickers have a small surface area to communicate a message, the stickers have a QR code that lead to a promotional video. With over 24 million tons of bananas leaving Ecuador, the campaign is sure to have an extremely long reach. Even if conversion rates are low, the amount of people reached through the bananas more than make up for it.
Replacing the conventional fruit sticker, ambassador stickers are affixed to bananas leaving Ecuador. Since fruit stickers have a small surface area to communicate a message, the stickers have a QR code that lead to a promotional video. With over 24 million tons of bananas leaving Ecuador, the campaign is sure to have an extremely long reach. Even if conversion rates are low, the amount of people reached through the bananas more than make up for it.
Trend Themes
1. QR Code Advertising - Using QR codes on everyday products, like bananas, to deliver promotional content and engage with customers.
2. Ambassador Marketing - Utilizing ambassadors or branded stickers on products, such as bananas, as a unique and creative way to promote a destination or message.
3. Creative Guerrilla Marketing - Implementing unconventional and attention-grabbing marketing tactics, like using bananas as advertising platforms, to stand out and increase brand awareness.
Industry Implications
1. Tourism - Leveraging innovative marketing strategies, like the 'Banana Ambassador' campaign, to attract more visitors and boost tourism in a specific destination.
2. Food and Beverage - Exploring novel ways, such as using fruit stickers for advertising, to market and promote food products to a wide audience.
3. Marketing and Advertising - Embracing disruptive and out-of-the-box approaches, like ambassador marketing through bananas, to create memorable brand experiences and reach a larger audience.
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