Let us celebrate! Film in Peru, the film location promotion strategy of the Commission for the Promotion of Peru for Exports and Tourism (PROMPERÚ- Promoción del Perú para la Exportación y el Turismo), received an important award from the Interactive Advertising Bureau – IAB association for the advertising campaign behind the movie “Transformers: Rise of the Beasts.” The award was under the category Best use of digital tools by the State, in promoting the film in countries such as the United States, Spain, Mexico, among others in the region and the world.
The Film in Perú campaign was executed to promote the seventh film in the blockbuster saga, which was shot almost entirely in Cusco and San Martín. The development of the strategy could be seen in various areas at a national and international level, with actions such as the Routes Transformers landing, the delivery of a silver medal made by Peruvian artisans to the actors and production team, as well as advertising on public roads and in cinemas, standing out the screens in Times Square in New York.
This work conducted by PROMPERÚ, through the Film in Peru team, is part of the implementation of the strategy that aims to promote our country as an attractive destination for film locations. Currently the Entity is participating in the “Executive Board for the promotion of Peru as a destination for film locations” which seeks to promote the creation of a film commission and economic incentives that increase the arrival of large international productions.
The Interactive Advertising Bureau is an association that brings together companies related to interactive advertising in the main markets of the world and since 1996 is responsible for promoting the use of the Internet as a communication tool for brands and encouraging them to take advantage of the effectiveness of online advertising. Today it is present in more than 44 countries worldwide.
Data:
- “Transformers: Rise of the Beasts” has become the highest-grossing film in our country during 2023, raising more than 60 million soles, thanks to the 4 million people who attended the various movie theaters.
- With the numbers obtained, the feature film directed by Steven Caple Jr, and starring Anthony Ramos and Dominique Fishback, contributed 3% of the film's total income, placing our country in position No. 4 in the world for this Paramount Pictures title.
