Peru has been becoming increasingly recognized as a world-class gastronomic destination.
We developed a co-branded sweepstakes with the Grand Prize being a culinary-themed trip for two to Peru. We recruited a group of partners to promote the campaign, including tour operators, media partners and nine New York City Peruvian restaurants.
To support the campaign, we created Peru Restaurant Week, where our nine NYC Peruvian restaurant partners offered special deals and menu items.
We launched Peru Restaurant Week with a robust kick-off event for 100+ invited guests that included key tour operators and members of the media.
More and more Peruvian restaurants have been opening in New York City, with their customers representing a new and viable audience of potential visitors to Peru.
The sweepstakes campaign garnered over 15 million impressions, and over 40,000 new emails for the partners' databases.
The participating restaurants saw increased customer traffic during and after Peru Restaurant Week.
The kick-off event was attended by 100+ tour operators and members of the media, who enjoyed food from the participating restaurants, plus pisco sours and Peruvian beer. The event garnered a feature article (that promoted the sweepstakes campaign, the restaurants and Peruvian cuisine in general) in The New York Post.
