PromPerú – Suitcases of Peru

Tourism boards often spent shitloads of money on digital display in major airports. Instead of burning their marketing budget on this expensive way of advertising, Peru’s tourism board came up with an out-of-the-box media idea. The country’s Ministry of Tourism created a set of good looking suitcases with majestic prints of Peruvian tourist highlights. It then gave them to some of the country’s most recognizable and best-travelled citizens, like artists, scientists and chefs. In this way they claimed an undiscovered eyeball hotspot: baggage carousels around the world. The campaign has been expanded and now every Peruvian can order a suitcase. According to the case video there are thousands of ambassadors around the globe.