Vende Patria
Ministerio de Turismo
El Salvador
Project: Pitch
Result: Won
Agency: 4am Saatchi & Saatchi. 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?
The 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.
The issue
How to inspire confidence? Why would a Salvadoran want to talk positively about their country?
Our 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.
Our challenge
Defend the name of El Salvador.
The idea
Vende Patria (“country-sellers”)
The 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”
(via Case Study: MITUR)
CREDITS
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
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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.
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