Vende Patria
Ministerio de Turismo El Salvador
Project: Pitch
Result: Won
Agency: 4am Saatchi & Saatchi.
Country: El Salvador
Context
During 2015, San Salvador has been positioned by media as the “Homicide Capital of the World,” affecting El Salvador’s global perception.
Worried about the decrease in tourism entries, the Ministry of Tourism of El Salvador asked agencies for proposals to increase interest among American citizens. “We don’t need to generate interest. We need to change the conversation,” we responded.
According to Gallup’s latest poll, 40% of Americans trust mass-media such as newspapers. Nielsen, on the other hand, reported that 67% of Americans trust “Editorial content such as newspapers articles” while 84% trust “Recommendations from People I Know”. The gap is relevant.
Travelers and tourists who have been to El Salvador know that the country’s greatest asset, besides its beaches, is its people. El Salvador may not have iconic landmarks but one thing is true: Salvadorans make for the friendliest hosts in Central America.
How to use our people to leverage our country’s reputation?
Opportunity
With more than 1.2 million Salvadoreans already in the US, we have an unused platform of people already trained to change the conversation about El Salvador.
issue
How to inspire confidence? Why would a Salvadoran want to talk positively about their country?
Insight
As Salvadorans, we value 4 things: our mother, our religion, our ”Selecta”, and being an expat, our country. No one can talk bullshit about these values, not even another Salvadorean.
Challenge
Defend the name of El Salvador.
strategic idea
Vende Patria (“country-sellers”)
execution
No Salvadoran wants to be seen as a «Vende Patria» because it means he/she has no values at all. So, what happens when he/she declares to be a Vende Patria? By playing with the word “Vende Patria” we tickle Salvadoran’s pride to transform them from passive expats to active «country-sellers»
CASE SUMMARY
(via Case Study: MITUR)
TEAM:
Agency: 4am Saatchi & Saatchi El Salvador
Account Director: Juan José Pineda
Research & Strategy: Delmy Alvarenga, Karim Bukele
Creative Directors: Melvin Rodríguez, Paul Sierra
Copywriter: Karla Rauda
Graphic Design: Enrique Ayala, Alexia Herrera
Production: Andrés D’Antonio, Estalisnao Gallegos
Media Planning: Meylin de Sánchez
This case was prepared by Delmy Alvarenga, Creative Strategist at 4am Saatchi & Saatchi Guatemala and El Salvador. It was written as a basis for class discussion rather than to illustrate effective or ineffective strategic developments. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means— electronic, mechanical, photocopying, recording, or otherwise—without the permission of the 4am Saatchi & Saatchi Guatemala.
Delmy Alvarenga 
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