School Project for Tourism in El Salvador
The Challenge:
Many Canadians vacation in Central and South America, often favouring destinations like Costa Rica, Cuba, and Mexico. However, El Salvador is eager to welcome more visitors to discover its charm. Nestled in Central America, this hidden gem offers unique experiences waiting to be explored.
The Solution:
Promote El Salvador, the hidden gem of Central America! A vibrant destination offers thrilling adventures, breathtaking landscapes, and rich culture—all at an affordable price. Whether you’re exploring pristine beaches, lush volcanoes, or bustling markets, El Salvador promises an unforgettable experience without breaking the bank. Make it your next exciting getaway
Art Direction: Maira Rodriguez
Design & Video Edition: Maira Rodriguez
Brand: El Salvador Tourism
Tagline: A Dream Adventure You Can Afford
The tagline strategically targets the budget-conscious Gen Z audience with limited funds by placing a strong emphasis on affordability. Recognizing the financial constraints of this demographic, the campaign aims to highlight cost-effectiveness as a key factor, appealing to the practical and value-oriented preferences of young consumers.
The 'X' on a map typically denotes a point of interest or a specific location, often serving as a marker for a landmark, destination, or treasure. It is a common symbol used in cartography to indicate a spot of significance.
As for a dashed line, it is commonly used to represent boundaries, routes, or paths. Dotted lines can indicate various features such as roads, trails, or boundaries between different regions. The dashed line in the shape of a wave also represents the waves of El Salvador, which are one of the main attractions of the country. El Salvador, with surfable waves all year round, is an ideal location for both beginner and experienced surfers. The country is also frequently chosen to host surfing championships. However, El Salvador is not as widely recognized among the general public as a surfing or tourist destination.
I art directed a commercial for El Salvador tourism, envisioning young adventurers, backpackers, and even solo travellers who prefer discovering a new hidden gem for their vacations rather than visiting a more mainstream destination in an all-inclusive hotel. El Salvador is the perfect destination for those on a tight budget who enjoy exploring, immersing themselves in the culture, trying local food, and making new friends along the way. Overall, with the script, I aimed to create the sensation of a must-visit destination for your next vacation, encouraging people to experience the world and reconnect with themselves in a tranquil yet exciting place like El Salvador.
Posters
Social Media Strategy
People will be given a tourist map showcasing the most popular spots in El Salvador. By sharing it on their Instagram stories and posts using the hashtags #travelling, #tourism, and #surfing, they can participate to win prizes.
