Vende Patria

Vende Patria

Ministerio de Turismo
El Salvador

Project: Pitch
Result: Won
Agency: 4am Saatchi & Saatchi. El Salvador


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)

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. For authorized copies inquiries, email

By sinrevelar

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