Campaña BTL para promover el turismo del cantón Arenillas aplicado en la ciudad de Cuenca

Abstract

In our country, turism is essential for the economy, according to the Ministry of Tourism in 2017, international visits reached 1,617,914 people, and it is expected that by 2020, it will reach 2 million people, also in 2017, almost half a million people were employed, generating jobs in different sectors. In addition, Ecuador is a recurring winner of international tourism awards and recognitions, mainly in the World Travel Awards, which puts our country in the sights of people looking for a place to vacation or even reside. Local tourism is also fairly considered as a source of income, several Ecuadorian people take advantage of holidays to travel different destinations offered by our country, thus moving the national economy. For this reason, cities and cantons recognize the importance of showing themselves and attracting people, tourists and investors, to activate development and the economy. In this project, an innovative campaign is proposed which seeks for new media to introduce the charms of Arenillas canton, with ideas that goes beyond the traditional ones, as the advertising spots, which had been handled previously and did not provide the expected results; rather, direct strategies in which people actively participate in the campaign and help to spread and promote this canton through word of mouth or through social networks and thus, persist in the minds of the public.