Cases

Utilizing Word of Mouth Marketing for ProChile

To position Chile as a top destination in Latin America for business development, exports and tourism, the Ogilvy PR team collaborated globally to launch a word-of-mouth marketing campaign highlighting Chile’s natural resources and beauty, stable economy and entrepreneurial spirit.
Tasked to engage travelers and business people worldwide in discussions about Chile and how it is an excellent choice for businesses and consumers alike to spend and invest in, the team developed a plan for various Chilean areas of interest.
Creating a global framework to generate word of mouth and media coverage, Ogilvy PR focused on exports of Chilean products, tourism and a promotion of foreign investments in Chile. To successfully introduce the world to and differentiate Chile as a tourism, investment and import/export leader, the team executed media and influencer familiarization trips, a social media strategic approach, local market events and trade show support.
Demonstrating the country’s key attributes, several local events featured Chile’s gastronomic, wine, art and film offerings. Brand programming included three gastronomy dinners with Chilean chef Pilar Rodriguez in Miami, New York and Philadelphia; coordination of a blogger; and a Travel Channel trip to Chile to showcase various destinations.

The ProChile campaign also boasted a robust news engine resulting in more than 10 million media impressions in only four months, with national placements such as USA Today. The program secured various influential blog posts and local market broadcast coverage, enhancing awareness and contributing to the trade growth of Chile.