Paddington and PeruUse of a widely known and well loved children's story to meaningfully connect our target audience with a little known destination
Potential visitors to Peru have little awareness of what the destination has to offer (apart from Machu Picchu)
The 50th birthday of Paddington Bear supplied suitable awareness and an interesting and famous story, to lure in travellers
Activity with Borders Bookstores, Harper Collins , Paddington Station plus a Real Travel Magazine print promotion
-Total Campaign Reach: 24.61 million
-Total Campaign Value: £320,000
-Total Campaign Engagement: 968,333
-Total Competition Entrants: 62,209
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