Last Thursday, members of the Uncover Colombia team in London attended one of the roadshow events in the UK organised by Proexport (the Colombian government agency responsible for promoting Colombia’s products and services abroad) to promote the new international tourism campaign ‘Colombia, Magical Realism’ among the British tour operators and travel agents. The roadshow covered four UK cities: London, Birmingham, Manchester and Glasgow.
‘Colombia, Magical Realism’ was created as part of the new Colombia brand strategy with the slogan ‘the answer is Colombia’ following the success of the previous campaign: ‘Colombia, the only risk is wanting to stay’. The new campaign’s aim is to let the world know what Colombia can now offer for tourism and business, after the huge improvements made in security in the country during the last 10 years.
‘Colombia, the only risk is wanting to stay’ was a powerful campaign focused in changing the international bad reputation of the country and promote Colombia as a safe tourist destination. This campaign brought not only an increase in the number of visitors travelling for holidays but also in the number of people and companies interested in doing business in Colombia. The image of the country has improved and now it is time for the next step up and for a new message.
During the event on Thursday, the director of Proexport in London, Juan Guillermo Perez presented the new campaign and spoke to representatives of the UK tour operator and travel agency communities about Colombia’s tourism offering in terms of nature, adventure, sun and beach, culture and as a destination for business.
The keynote speaker of the event was none other than Dr Jago Cooper, the British archaeologist who travelled to various countries in South America including Colombia as part of the BBC series the Lost Kingdoms of South America. Dr Cooper also talked about how Colombia has changed since his previous trips and the amazing things to see there.
After the presentations and very nice promotional videos (see some samples below), the good people of Proexport had organised a “quiz night” with four rounds of 10 questions about Colombia. The questions were based on the presentation made by the Mr. Perez and other general knowledge about the country. As the only Colombia specialists in the room (and Colombian nationals), our reputation and pride were at stake and we knew we had to win this one.
There were 11 teams participating in the quiz, the competition was really good and fun. At the end, there was a tie between 3 groups, and in a fire question tie-break, the team conformed by members of Travel the Unknown, Travelink Group and Uncover Colombia won the competition. It was meant to be!
All in all, a great Thursday night out. We would like to thank the guys at Proexport UK for inviting us to the event and for working tirelessly to promote Colombia all around the world. We are really excited by the great material and positive messages presented in the new tourism campaign and we look forward to the official launch of the campaign to the general public in the UK. Watch this space for news about this last point and for more great Colombia promotional material.
In the mean time, have a look at some of the promotional videos of the campaign ‘Colombia, Magical Realism’. We would love to read your comments.
- Do the videos excite you to visit Colombia?
- What do you think of the topics covered, images, music, etc?
The Uncover Colombia team
- Colombia, Magical Realism (www.colombia.travel)
- Proexport Colombia, United Kingdom (www.proexport.com.co)
- Inaugural Colombia roadshow to target four cities (axistravelmarketing.wordpress.com)
- Dr Jago Cooper: Lost Kingdoms of South America (www.wanderlust.co.uk)
- El Dorado: The truth behind the myth (www.bbc.co.uk)
- The Answer is Colombia (guernicamag.com)
- Explore Colombia with Uncover Colombia: Check our new tours (uncovercolombia.wordpress.com)