Integrated Communications Drives Tourism

Y&R, Wunderman, Burson Marsteller, MEC, Uruguay

Uruguay's Ministry of Tourism has worked with a team of WPP agencies for over a decade to promote Uruguay as an international tourist destination. 

Client: Ministry of Tourism and Sports, Uruguay


Realising the potential of tourism as an economic engine, Uruguay (with a population of less than 3.5 million) has begun to promote itself more aggressively as a global tourism and investment destination. But with the pressure to compete against countries with greater tourism promotion experience as well as larger promotional budgets, small countries such as Uruguay have to make the most efficient use possible of their limited resources in order to make an impact.

Campaigns and Activities

For Uruguay's campaign to break through internationally, it needed to be truly integrated to make the most of every Peso. So we formed a tight team of experts from advertising, digital, media relations, public affairs, event organisation, crisis management and training. We used diverse channels and strategies to maximise the impact, from collateral materials, multimedia and presentations, to training seminars for Uruguay's tourism executives on media and crisis management, coordinating promotional events and trade missions, supporting Uruguay's participation in tourism trade fairs, media and stakeholder outreach. 


Tourism has become the main income for Uruguay in terms of GDP with an impact of 6%. Our partnership with the Ministry of Tourism coincided with five years of unprecedented growth in Uruguay’s international tourist arrival numbers and tourism revenues.  This is despite one of the most severe global economic crises in decades which hit Argentina - traditionally Uruguay's largest source of tourists - very hard.  

Lessons Learned

The project demonstrates that truly integrated communications can achieve demonstrable results. 

'For the Ministry of Tourism and Sports, working with Young & Rubicam, Burson Marsteller, Wunderman and MEC, has enabled us to achieve an integral campaign, with all the components of strategic planning, advertising in all the traditional and online media, public relations, and media strategy, both national and internationally. Counting on a team of people specialized in different areas that work synergically as a team.' – Benjamin Liberoff, Director of Tourism, Uruguay


WPP International Partnership Awards - runner up 2013

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