The initiative was developed throughout 2016 for Facebook and Instagram users from countries such as the United States, Germany, France, South Korea, Argentina, Chile and Brazil.
It reached over 80 million people worldwide, who were invited to Peru, a country full of amazing treasures waiting to be discovered.
Through captivating images and inspirational videos, the strategy showcased the Andean nation not as "a place you discover," but rather "a place where you discover yourself" through authentic experiences.
Likewise, it highlighted Peru's wide array of "treasures" to cater for every taste: from the enigmatic Nazca Lines to sandboarding in the desert and community-based tourism in the Amazon jungle.
Imagery was complemented by enticing thought-provoking messages, such as Machu Picchu's indescribable beauty, for which "140 characters are never enough," and world-renowned cuisine that evokes "feelings" rather than mere flavors.
The campaign thus promoted Peru's natural beauty, cultural heritage, adventure destinations, gastronomy, as well as luxury experiences, PromPeru indicated.
Its effectiveness was measured through the Brand Lift survey in Facebook.
According to the study, the strategy increased the country's recognition in South Korea (by 17%), Germany (8%), France (7%) and Argentina (7%).
"Peru, land of hidden treasures" was developed in cooperation with Irismedia (Madrid) and Starcom (Miami) media agencies.