Many companies that haven’t traditionally bought ads for the Super Bowl will be jumping into the market this year. Companies like The Verge, Squarespace and Wix are all getting into the ad race in one way or the other but one company will be making history with their Super Bowl ad and they might be the most unlikely Super Bowl advertiser of all-time.
The South American country Ecuador, which has around 5% of the population of the United States, will be breaking the bank in hopes of getting a big boost in tourism. TravelPulse.com states that Ecuador’s 2013 tourism budget was $5 million for the entire year. They will be spending around $3.8 million this year on a 30-second spot that is expected to air in major cities targeting upscale travelers.
This Super Bowl ad will make history as Ecuador will be the first foreign country to run a tourism ad during the Super Bowl. While Ecuador doesn’t come to mind when I think about South American tourism, they do have some of the top spots on the continent.
One of the most popular ways to get to the Amazon is through Ecuador’s capital city of Quito. Ecuador also boasts the Galapagos Island which is famous for it’s unique animal species and beauty.
One very interesting aspect of the ad that viewers will definitely enjoy is the soundtrack. The ad will feature “All You Need is Love” by The Beatles as the campaign is called “All You Need is Ecuador”.
It’s a bold strategy, but Fusion.net’s Manuel Rueda thinks it will pay off for them:
Tourism officials predict the Super Bowl gamble will pay off in the form of 13,000 more Americans tourists visiting Ecuador this year and a $60 million boost in tourism revenue.
“Advertising during the Super Bowl means we dare to dream big,” Ecuador’s Tourism Minister Sandra Naranjo said at a press conference last week.
The ministry said it expects the campaign’s benefits will “be the equivalent to 15 times what was invested” in the Super Bowl ad
The Super Bowl ad hasn’t been leaked yet, but it’s expected to be similar to this (except of course, much shorter)….