PROMPERÚ - Peru

Peru is one of the most varied countries in the world, with the destination being made up of three key and differing environments; coast, highlands and jungle. Home to 13 UNESCO World Heritage Sites and more than 5,000 archaeological sites, its history has been defined by ancient civilisations that have the power to transport visitors back to time periods beyond imagination. Whilst the sacred Inca city of Machu Picchu is of course a huge draw for those visiting Peru, the country has so much more to explore. 

Peru is known for its delicious food, with the capital city of Lima being the location of three of the World’s 50 Best Restaurants, with each of them being prime examples of Peru’s world-renowned gastronomic excellence through their use of the country’s abundance of local ingredients. 

For nature lovers, Peru is one of the world’s ten most biologically diverse countries, with the rainforest areas being a must visit. Loreto is the largest region of Peru and is located in the eastern part of the Peruvian Amazon, and is the home of the Amazon River. With animal rescue centres, white sand forests and other unusual ecosystems, Loreto is also home to a number of native communities, allowing visitors to encounter the culture and traditions of Peru in their most authentic state. 

• In 2024, Machu Picchu’s status as a “Carbon Neutral Destination” was reaffirmed, with the archaeological site still being the only Wonder of the World with this distinction. The attraction was first certified in 2021 by Green Initiative, highlighting Peru's leadership in environmental sustainability.
• Outside of promoting the key tourist attractions such as Machu Picchu, Peru is keen to offer a range of community-led and nature-focused experiences, which provide income for the local people and aim to continue the practice of more responsible tourism in the country.

Showcase Peru's diverse regions beyond Machu Picchu - its culture, cuisine and lesser-known areas - while maximising visibility around the UK release of Paddington in Peru and the film's connection to the country.

We borrowed a cultural moment rather than competing with one

A major film release generates enormous editorial appetite for a destination, but only briefly, and only if you're ready. We built the six-month programme around that window, using the film's connection to inspire travel beyond the iconic Inca site.

We deliberately pitched the lesser-known regions

Every pitch focused on Peru's attractions beyond Machu Picchu. This is harder - the famous thing is always the easier sell - but coverage of the famous thing wouldn't have moved the objective at all.

We combined media relations with real-world moments

Alongside editorial outreach, we secured 15 high-profile media meetings at World Travel Market, brought 25 media attendees to an event at the British Museum, and ran four press and influencer trips.

44 pieces of editorial coverage across six months in publications including BBC Travel, Wanderlust, The Independent and National Geographic - supported by 15 WTM media meetings, 25 media attendees at the British Museum event, and four press and influencer trips.

How can a destination use a film release for PR? A major film generates a temporary surge in editorial interest. The value lies in preparing a programme that redirects that attention toward the destination's wider offering. PROMPERÚ's campaign secured 44 pieces focused specifically on Peru beyond Machu Picchu.