Peru
PROMPERU x Paddington 2
We partnered with Paddington 2 (Studio Canal) to create a series of meaningful brand partnerships. The activity included a retail promotion (M&S), multichannel cinema campaign (Odeon) and a native content and digital partnership (Telegraph).It required considerable negotiation and use of contra partnership support to deliver such an extensive and high-profile campaign against a relatively limited budget for such a large scale movie release
Challenge
Peru is a destination with extraordinary appeal, but in the crowded UK travel market it competes with countless big-spend tourism boards and blockbuster campaigns. With a relatively limited budget for a partnership of this scale, the challenge was to create a nationwide moment that could cut through, feel premium, and reach families at scale-all while tying Peru authentically to the global excitement surrounding the release ofPaddington 2, one of the year’s most anticipated films.
Insight
Paddington is more than a movie character—he’s one of the UK’s most beloved cultural icons, and his origin story is rooted in Peru.That connection offered a rare opportunity: to tap into genuine emotional affinity and introducePeru to UK audiences through a character they already adore. By aligning with Paddington’s warmth, curiosity and sense of adventure, we could bring Peru into British homes in a way that felt organic, joyful and far more powerful than traditional destination marketing.
Solution
We built a fully integrated campaign in partnership withStudioCanal, activating across retail, cinema, media and digital to bringPeru to the forefront of thePaddington 2 conversation. A nationwide retail promotion withM&S, a multichannel cinema partnership with ODEON, and a native content series with TheTelegraph created layered touch points that worked together to drive awareness, engagement and data capture. Through smart negotiation, contra-value partnerships and tight creative alignment, we delivered a high-profile, big-brand campaign that punched well above its budget and turned a movie moment into meaningful destination inspiration.