El Salvador. How to turn a country into a tourist destination

The challenge

El Salvador is a small Central American country with a unique natural environment and spectacular beaches, but as a tourist destination it is mainly known for being dangerous. The new administration has set out to clean up the country’s image and make it an attractive destination for tourism and safe for business. IM+C has been chosen as a strategic partner to help create and communicate this new country positioning.

The solution

Surfing is a sport on the rise worldwide, so much so that it will make its debut as an Olympic sport in the next Olympics in Japan. And El Salvador has some of the best beaches in the world for surfing, with right-handed waves that are especially valued by surfers. Our proposal is to use surfing as a springboard, and to unify all its beaches into a new destination for surfing lovers: Surf City El Salvador. This way we will attract thousands of surfers from all over the world, establish a sustainable and competitive tourism model, and attract investment proposals that will improve local commerce.

The results

You only need to click “El Salvador” in the search engines to discover that something is changing. There is less and less news about gangs and violence, and more about plans for growth, improvements in the country, and of course surfing. Surf City El Salvador is a journey that has just begun, and there is still much to do, but we are delighted to participate in a project whose ultimate goal is to improve the lives of Salvadorans in a sustainable way that respects their natural resources and the environment.

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Frit Ravich: Using Social Media for brand development

The challenge

In early 2020, Frit Ravich’s marketing team asked us to help manage the conversation between the brand and its followers on social networks, with the objectives of (1) improving their visibility and (2) publicising launches and promotions.

The solution

We decided to adopt a territory totally related to the moment the brand’s products are consumed the most: TV series. And all content published by Frit Ravich on networks has been consistently linked to fashion shows, classic series and new products on the different platforms.

The results

The brand has significantly grown its follower base and has achieved levels of engagement that it had never enjoyed before, well above its competitors. Most importantly, it has been able to build a solid rapport with consumers, which will allow it to continue to improve its image and differentiate itself from the competition.

If you have to introduce a new establishment and there is a popular place nearby … Get it!

The challenge

We launched the Desigual Flagship Store in the city of San Francisco with an ‘Undie Party’ action and a limited budget. Desigual is a little known brand in the US, which is a market with very high competition that invests large amounts of dollars in advertising.

The solution

We 100% personalized the Powell Street station of SF Cable Car – located a few meters from the actual store – with different messages introducing the Undie Party, and showing the items that could be purchased in the store. And we hired “pedicabs” to animate the pedestrian streets of San Francisco.

The results

As this video shows, the event was an absolute success and for one whole day we collapsed the streets of San Francisco with hundreds of people in their underwear.

We brought Boteman back from holiday to save the world from boredom.

The challenge

After a year of silence, the online games company Botemanía launched a competition to create a new campaign with the character that launched the brand in Spain… and we won.

The solution

Boteman returned to the screens with a TV campaign and outdoor formats. We decided to take the website out of the house and focus our communication campaign on the mobile app, which allows you to play anywhere.

The results

The campaign won many excellent evaluations in all tests previous to its national launch, and we don’t doubt that its emission will maintain, or even improve the notoriety and remembrance that the brand already enjoys.

Ovoplus, an egg innovation.

The challenge

In 2019, the Andalusian egg producer Álvarez Camacho, decided to try what no one had done before: make an egg with less calories, less cholesterol and easier to store and use. And just like that, the shell-less eggs were born, a product new to domestic use.

It sounds very good, but changing habits is hard, so Álvarez Camacho asked IM+C for help to manage its communication strategies. The agency was put in charge of creating the designs and managing the media.

The solution

This innovation, unique in the world, arrived to the public in November of 2020. It is called Ovoplus, it is healthier than conventional eggs and is sold in bottles and ready to use. The communication strategy that we planned was to create a natural and fresh brand such as Ovoplus, highlighting the commodity and ease of use. And present this revolutionary product using a TV campaign and social media using the slogan “Life Plus Easy”.

The result

Ovoplus is a new way of consuming eggs that is now widely adopted by thousands of Spanish consumers. And product distributors such as the UK, US, Chile, Poland, Germany, Italy, France and Greece have shown interest in the product, so this innovation could possibly soon become a global phenomenon.

The use of Virtual Reality and Street art multiplied by 50 the amount of visits to Catalan Tourism website

The challenge

In 2018, la Agéncia Catalana de Turisme de Catalunya had a great integrated campaign in NYC based on the Catalan legends, landscapes and traditions. IM+C won the pitch to manage the media strategy.

The solution

We gave visibility to the campaign using the creativity proposed by Aftershave thanks to a mix of conventional media and unconventional ones. Indeed, we used traditional media such as print and outdoor and ones not traditionally used such as Street Art, Augmented Reality app presentation in Central Park.

The result

A campaign lasting 2 months, which reached 24,588,843 impressions, 38,980 clicks at a CTR (click-through rate) of 0.16%, positioning much higher than the mean market benchmark. 3,177,122 interactions, and more than 114,300 PS4 VR game downloads.

A unique show needed planning of the same stature.

The challenge

The new show Cirque du Soleil inspired by Messi first appeared in Barcelona in October 2019. through the acrobatics was shown the athleticism and spirit that football and circus share. We were in charge of making the show known to the public.

The solution

The campaign was planned in three stages aiming to impact mainly the Barcelonian public through exterior advertising, digital advertising, press and a television campaign. We also dedicated a part of the budget to reaching the national public and the tourists intending to visit Barcelona during those dates. As well as the more conventional campaign, we also planned some special actions to give the campaign more notoriety.

The result

Success in entry sales, more than 100,000 spectators enjoyed the show during the three months that it was in Barcelona for.

A campaign for Cola Cao Ivory Coast created, produced, recorded and bought from Barcelona

The challenge

Cola Cao asked us to develop a campaign for the launch of their product Cola Cao Complet in Ivory Coast. This campaign required us to do an extensive study in order to understand the local media panorama, the behaviour of Ivorian society and competition analysis in the market.

The solution

We developed a media plan that optimized the allocated budget and created a 10 second spot on Cola Cao Complet to be played alone or just after the original 20 second Cola Cao’s spot. We used specific comic tones for the spot that appealed to the sense of humour of the children in the Ivory Coast.

The results

We had a campaign during the 1st quarter of 2019 with the number one channel group in Ivory Coast: RTI. We planned 135 spots of 30 seconds (20 seconds Cola Cao + 10 seconds Cola Cao Complet) aimed at a family / children target in order to maximize costs.

We promoted Catalan villages to families by recovering and collecting the Catalan Legends

The challenge

Once a year, La Generalitat de Catalunya organizes a weekend promoting escapes for families with children. The goal is to encourage activities out of the city where families can discover the cultural diversity of the Catalan region.

The solution

Using the concept “Leyendas en Familia”, we searched, selected and refreshed the legends of 26 Catalan towns that were then registered in the program “Hola Familia”. We created a mobile app using Augmented Reality for children to experience the legends in their own environment.

The results

For the first time, the Catalan towns’ city halls got involved in the Generalitat tourism campaign. They promoted their legends, creating their own personalized activity. During both campaign weekends, more than 3.000 families uploaded the app and played with the legends. The app jumped to position 27 on the Appstore in the Family category, with an average score of 4.6 out of 5.