"In Peru, everyone is crazy about the World Cup because the country hadn't managed to qualify for 36 years and they are following their team with a 'Supertruck', showcasing typical Peruvian things to all World Cup fans, tourists and Russians," says Maria Moreno, of Somos Mint. "There are activities of all kinds, but a key one is the promotion of traditional foods (their 'Superfoods') through tastings. To this end, they have sent several reputable chefs (from different parts of Europe!)."
The strategy combines the use of digital and television platforms, and the message will be disseminated in the media that are also broadcasting the matches of those countries. For this campaign, which will be active between 11 June and 10 July, the prospect is to reach 104 million hits and 38.7 million people.
"According to FIFA, during the 2014 Brazil World Cup, there were 280 million viewers from mobile devices, and for Russia 2018, this figure is expected to reach 460 million, with Facebook, Twitter and Instagram as the most used social media." Therefore, PROMPERÚ will not stop betting on these platforms in its promotional campaigns.
The "Casa Perú" in Russia
Moscow's "Casa Perú", which will promote the country's tourist destinations, cultural expressions and gastronomy, will showcase some of the flagship export products, such as pisco, cocoa or specialty coffees. It will remain open until 28 June.
The organization of "Casa Perú" has been led by Mincetur, through Promperú, and has the support of the Ministry of Foreign Affairs, the Ministry of Culture, the Association of Exporters (ADEX) and the regional governments of Tacna, Ica, Piura, Lima, Junín, Arequipa and Cusco, where many of the products that will be presented come from.
"There will also be a Virtual 'Casa Perú' that can be visited at www.casaperu.pe, as well as a mobile 'Casa Perú' that will depart from Moscow and travel through the cities of Yekaterinburg, Saransk and Sochi on the days that the national team faces its rivals, carrying out various promotional actions and trying to persuade visitors from all over the world to become 'fans' of our country."
The mobile "Casa Perú" will also hand out t-shirts and superfoods from Peru, such as energy bars based on Peruvian quinoa and chips.
The "Casa Perú" in Russia was inaugurated on Monday, 18 June, by the ambassador of Peru in that nation, Luis Benjamín Chimoy Arteaga. The event was also attended by the first vice president of ADEX, Max Alvarado, and the president of the Pisco Committee at the union, William Urbina, as well as by the Director of Communications and Country Promotion at Promperu, Isabella Falco.
Exports to Russia
"The value of food exports to Russia could reach US$ 150 million next year thanks to Peru's rapprochement to that country, mostly as a result of our participation in the World Cup and the setting up of "Casa Perú" in that country, which will serve to promote out national products in several cities," said the Association of Exporters (ADEX).
ADEX also reports that food shipments to Russia were worth a total US$ 33 million 298 thousand between January and April, which is 41% more than in the same period of 2017. The most important products were pomegranates, grapes, squid, mangoes, avocado, hake, prawns, squid and trout.
The president of the union, Juan Varilias Velásquez, highlighted the joint work of ADEX, PromPerú and Mincetur, which has made it possible to bring Peruvian products to the Eurasian giant (food, textiles and handicrafts), as well as the support of the regional governments of Arequipa and Junín and also of Cusco, Ica, Lima, Piura and Tacna.
"We are talking about the supply of around 90 exporting companies, which will proudly represent Peru in a special environment. Tourists from all over the world will appreciate our gastronomy and our nature, full of beautiful landscapes that call for adventure," he said.