Friday, March 28, 2014

All You Need is... Ecuador

By Russell Maddicks

You can't get much bigger or more internationally famous than Liverpool band the Beatles, so it should come as no surprise that the government of Ecuador has paid $1.3 million for the right to use the Beatles' song "All You Need is Love" to launch the biggest tourism campaign in its history.

With the slogan "Like nowhere else, all in one place, and so close. All you need is... Ecuador", the country is hoping to capitalize on its world-renowned natural beauty spots like the Galapagos Islands, its snow-capped Andean volcanoes, the magnificent colonial-era cities of Quito and Cuenca, and its bio-diverse Amazon rainforest, which are all packed into an area slightly larger than Great Britain or the US state of Colorado.

The idea is to boost visitor numbers and make tourism the country's third biggest revenue provider after oil, and agricultural exports of bananas and cocoa.

The new campaign will launch on 1 April in 12 cities across the globe, including Paris, Madrid, Sao Paulo, Bogota, New York, Santiago, Berlin, London, Lima, Mexico City, Amsterdam and Buenos Aires.

Seven cities in Ecuador will also participate: Quito, Guayaquil, Cuenca, Manta, Loja, Tena, and Santa Cruz.

The idea is to have a different letter of the phrase "All you need is Ecuador" in each city as a form of teaser campaign, which includes quick response (QR) codes, a dedicated webpage, and a hashtag - #AllYouNeedis (@AllYouNeedis_ -,to encourage passers by to find out what the letters mean.

In Paris, France, the letter A will be displayed in the Gare de Lyon train station with an image of the Toquilla straw used to weave the iconic, but erroneously-named Panama hat.

In Madrid, Spain, the letter L will be displayed at the main Atocha railway station, with an image of colorful masks from Ecuador's many folk festivals.

In Sao Paulo, Brazil, the letter L will be displayed at the Morumbi shopping mall showing a snow-capped mountain from the Valley of the Volcanoes in the Ecuadorian Andes.

In Bogota, Colombia, the letter Y will be displayed in El Virrey Park with an image of Baroque art, representing the colonial splendor of the churches of Quito and Cuenca, which are recognized as UNESCO World Heritage sites.

In New York, in the United States,the letter O will be displayed in Gasenvoort Plaza, with an image related to the country's production of fine aromatic cocoa beans that are used in some of the best chocolate in the world.

In Santiago, the capital of Chile, the letter U will be displayed at the Parque Arauco boulevard, with an image of the fine textiles produced by Ecuador's many highland indigenous groups.

In Berlin, Germany, the letter N will be on display at the Sony Center, with an image from the recently reopened and revamped narrow-gauge railway line that links Guayaquil to Quito, crossing dramatic Andean valleys with antique steam trains still working along some sections.

In London, England, the letter E will be displayed at Victoria Station, with an image of one of the spectacular birds that draw international birders to the country. A relatively small country with an incredible geographical diversity that includes Andean mountains, Amazon rainforest, lowland desert, high paramo, Pacific coast and the Galapagos Islands, Ecuador is home to over 1,630 species of birds.

in Lima, Peru, the letter E will be displayed at Salazar Park - Larcomar, with an image of extreme sports. While climbing with crampons across the glaciers of the highest active volcanoes in the world has brought mountaineers to Ecuador for many years, there is now a wide range of adventure sports available in places like BaƱos de Agua Santa, a popular stop for travelers.

In Mexico City, the letter D will be displayed at the Paseo de la Reforma, with an image of the Galapagos Islands, known for their biodiversity and their connection to Charles Darwin and his Theory of Evolution.

In Amsterdam, in the Netherlands, the letter I will be displayed at Schiphol Airport, with an image of the country's famous orchids, another legacy of its extreme biodiversity.

In Buenos Aires in Argentina, the letter S will be displayed at Puerto Madero, with an image of roses, one of Ecuador's key exports, especially to the United States, where a large percentage of the roses bought on Valentine's Day come from Ecuador. Some 40% of Ecuador's roses are exported to the United States, 25% to Russia and 9% to the Netherlands.

So what makes you want to visit Ecuador? Let me know by leaving a comment below and I'll feature your suggestions in future posts.

Visit the official All you need is Ecuador website for photos, videos and more information about where to visit and what to in Ecuador.  

On Twitter use the hashtag #AllYouNeedIsEcuador

1 comment:

  1. We are traveling to Ecuador in three weeks for a two week vacation. My 14 year old son and I will be visiting Galapagos Islands, a hacienda in the Andes, Quito and Cuenca. We have never been there before and I'm so excited to discover it all with him!