Paddington and Peru
Use of a widely known and well loved children's story to meaningfully connect our target audience with a little known destination
The Challenge
Potential visitors to Peru have little awareness of what the destination has to offer (apart from Machu Picchu)
The Idea
The 50th birthday of Paddington Bear supplied suitable awareness and an interesting and famous story, to lure in travellers
The Execution
Activity with Borders Bookstores, Harper Collins , Paddington Station plus a Real Travel Magazine print promotion
The Results
-Total Campaign Reach: 24.61 million
-Total Campaign Value: £320,000
-Total Campaign Engagement: 968,333
-Total Competition Entrants: 62,209
Project Details
- Peru
- January 2015
- www.paddingtonperu.co.uk
Project Results
- Reach: 24.61 million
- Impact: 4.90 million
- Engagement: 968,333
- Competition Entrants: 62,209
- Value £320,000
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