RIO DE JANEIRO, BRAZIL – In Brazil there is practically no snow. A few centimeters of snow that do not always cover shoes are only episodic. We can say that seeing snow in Brazil is a rarity.
But in neighboring Argentina the reality is different. In the country of the “hermanos” (brothers), as the fellow nationals of both countries greet each other, snow produces ski slopes. With this in mind, the Argentinian government has been intensifying the promotion of its icy cities.
“Every year, the Brazilian market is one of the great players in Argentina’s inbound tourism. Being able to entice it, is one of our greatest challenges,” said Tourism Secretary Gustavo Santos.
Digital marketing in tourism
The latest strategy is a YouTube video recording on the Kondzilla Channel. The VJs traveled to the Bariloche region to record the video. Diffusion of the National Institute of Touristic Promotion of Argentina (INPROTUR) emphasizes that “Argentina continues to develop its digital strategy in an innovatve and dynamic way to capture not only the young public but also all users who are willing to embrace new experiences.”
In the video, the youths are seen performing incredible tricks with their skis — equipped with boots, jackets, hats, gloves, and goggles to protect themselves from the ice.
The coordinator of the digital campaign of INPROTUR, Lucas Unzaga, recorded the following video exclusively for the Rio Times, in which he explained the campaign. Unzaga points out that the Kondzilla channel is an important Brazilian worldwide reference, with great reach among the campaign’s target audience.
INPROTUR’s release says that in the “almost three-minute video, artists MC Jottapê, DJ RD, and Negro Dub place music on the route through different Argentinian ski centers. There, they can be seen in iconic locations in Bariloche and San Martín de los Andes, among others.
“The action is focused on the Brazilian public, who every year seek new adventures in the winter centers of Argentina. Besides, the famous Kondzilla channel is widely popular in Brazil. When setting up production, it was found that Konzilla did not have any content with snow. Thus, and knowing the Brazilian tourist’s taste for the Argentinia snow, the promotion was channeled in an original way through the digital world in combination with music”, highlights the tourism department.