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PromPeru, the Peru Export and Tourism Promotion Board, is launching a tactical campaign geared toward clients flying out of LAX, its target market. The discounted airfare aims to get travelers from the West to check off Peru from their bucket lists — now.
“California is our top market,” said Elisabeth Hakim, tourism coordinator for North America and the United Kingdom at PromPeru. “This is where our preferred clients are.”
The campaign promotes three booking windows for a discounted airfare rate to Peru from LAX via Latam Airlines Group. The $749 rate — which includes taxes and surcharges — covers roundtrip airfare from LAX to LIM (Lima) or any other domestic destination in Peru besides CUZ (Cusco), which costs $849 roundtrip. There are three waves for this deal: Aug. 25 to 31; Sept. 15 to 21; and Sept. 29 to Oct.5. The airfare is valid for travel from Sept. 20 to Dec. 12, 2014.
PromPeru will be promoting this deal directly to potential clients, which it has identified as active baby boomers and couples, through multiple outlets. Some of these include popular radio and television stations such as CBS, K-Earth 101 and The Wave; a Peru-branded bus that will drive through Beverly Hills, Calif., Hollywood, Santa Monica, Calif. and Sunset Boulevard; elements at The Grove Mall in Los Angeles; and online and print publications.
Hakim believes that this promotion is a great opportunity for travel agents to reach out to clients and sell Peru.
“Tell your clients,” said Hakim. “The whole trip is an opportunity for the travel agent. Peru is a rich, complex destination, and travel agents know how to sell the destination. They are well-prepared, and they have us — my job is to help travel agents.”