Colombia is implementing an ambitious tourism promotion campaign at the Exosphere in Las Vegas, United States. The “Colombia: Country of Beauty” advertising campaign, which features migratory birds guiding visitors through the country’s different regions, is being screened on the exterior of Las Vegas’ iconic Sphere. This venue, the world’s largest and most advanced LED screen, is the perfect stage to highlight Colombia’s unique tourism offerings.
The campaign is being implemented by Colombia’s Ministry of Commerce, Industry and Tourism and ProColombia, the country’s official tourism promotion entity, to promote international tourism to the country.
Colombia offers tourists emblematic destinations, unique sites, and incredible nature and biodiversity.
Colombia conducts tourism campaign at Las Vegas Exosphere, US
Colombia’s tourism promotion campaign aims to attract still more visitors to the country, in a year that is already set to break all previous tourist arrival records.
The president of ProColombia, Carmen Caballero, said that the campaign was launched in one of the most innovative places on the planet, the Exosphere in Las Vegas, U.S. The Exosphere is the exterior of the emblematic, dome-shaped arts and music arena The Sphere.
It is made up of 580,000 square feet in size, or nearly 14 acres, of programmable LED panelling, whose 1.2 million LED pucks are capable of displaying 1 billion colors, and lighting up the Las Vegas skyline. Colombia’s tourism promotion videowill be screened on this surface until next Sunday, December 1.
The campaign follows the flight of a migratory bird to showcase Colombia’s beauty and biodiversity. It features iconic destinations including, amongst others, Tayrona, Cartagena, Caño Cristales and the Cocora Valley. The Exosphere screen also generates a QR code that can be scanned, revealing exclusive Black Friday, Cyber Monday and Travel Tuesday offers that will encourage potential visitors to plan a trip to Colombia.
The Exosphere is a high-visibility space in Las Vegas, a world-renowned tourist and entertainment destination. The Exosphere’s screens captivate thousands of people with its impressive realistic and immersive images.
Renowned artists such as U2, who performed the Sphere’s inaugural concert, and The Eagles, have given memorable performances inside the iconic venue. On the outside of the venue, on the Exosphere, several large consumer brands have screened their campaigns, attracting attention thanks to the Exosphere screens’ vibrant, 16K resolution images.
In addition to its main video campaign, Colombia’s tourism promotion advert also includes digital media, native ads, and collaborations with renowned influencers, who will share content inspired by Colombia’s biodiversity and showcase the country’s unique tourist experiences.
‘Colombia: the Country of Beauty’ aims to promote sustainable tourism and conserve ecosystems
The advertising strategy will be developed in four stages: the expectation state; the launch at the Exosphere; promotions; and sustainability.
“This is a great opportunity to show the natural wealth of our territories, the transformation, and the work that we in the Government are doing to promote Colombia as a high value destination for international tourism that offers unique experiences in emerging and sustainable destinations,” said the Minister of Commerce, Industry and Tourism, Luis Carlos Reyes.
Caballero, of ProColombia, said of the campaign: “we have special promotions for the purchase of tickets and hotel reservations, as well […] activities. […] We hope to surpass the incredible figure of non-resident visitors that we recorded in 2023.”
Via the campaign, ProColombia aims to reach 210 million impressions, 47.1 million views and attract 270,000 international travelers. “This campaign not only seeks to promote Colombia as a tourist destination, but also reflects our commitment to the conservation of ecosystems and the promotion of sustainable tourism,” said Caballero.