Emerging Destination

Raised awareness for Quito, Ecuador as an emerging destination for North American travellers by positioning it as an adventure hub.

The team leveraged its relationships with PEAK Adventures, LAN Airlines, Timbuk2, the Adventure Race World Championships and Intrepid Travel to drive online traffic. This was accomplished via a Facebook contest for a free, 10-day adventure trip, in order to collect opt-in email addresses through a specially-designed landing page. The email list was then used to build a North American consumer database for future communications and promotions. 


The campaign earned 146,000 views and 54,000 contest entries. Quito’s database grew from zero to 53,000 targeted consumers. Quito earned $544,740 in media coverage including coverage in outlets like Chatelaine, TravelAge West, Powder, the Vancouver Sun, Miami Herald, and Le Devoir.