PROCOLOMBIA is the Colombian tourism board that promotes international tourism, foreign investment and non-traditional exports in Colombia. Together with FRAMEN they ran multiple campaigns to promote Colombia to European travelers.

The Goal

After the pandemic, everyone wants to travel again. As any traveler knows, there are endless destinations to explore and new experiences to be had. But with so many options, it can be difficult to know where to go next. It was a priority effort for Colombia to promote their gorgeous travel destination as they welcome tourists again. That’s why PROCOLOMBIA recently launched a new campaign aimed at enticing travelers to visit the country. The campaign featured a series of amazing shots showcasing Colombia's diverse landscapes and culture. These videos were designed to inspire travelers to explore the country and experience its many wonders.

The Solution

PROCOLOMBIA decided to promote their campaign not only on social media but also on DOOH screens with FRAMEN, that focuses on the right context. “Through digital out of home, we can target the customers precisely” - Jewgeni Patrouchev, Senior Tourism and MICE Representative Central and Eastern Europe - PROCOLOMBIA. To achieve exactly that, the FRAMEN Ads Manager displayed the campaign in premium locations across Europe such as coworking spaces, gyms and banks. There you found people who fit Colombia tourism in terms of income, areas of interest and need. By promoting the campaign in these high-traffic areas, they were able to reach a wider audience and make a bigger impact. Watch the whole interview.

The Result

By reaching out to the right traveler audience, they were able to garner the attention of people who are interested in new destinations and cultures. "Millions of people are thrilled for the take off" Jewgeni Patrouchev tells us. Thanks to this campaign, more people are aware of PROCOLOMBIA and the exciting possibilities of traveling to Colombia.

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