In 2016, Koenig and Partners hired Bloom Consulting to research Ecuador’s Country Brand in the Tourism Dimension and compare it to selected Latin American competitors. In addition to obtaining a general overview of the Digital demand for tourism in Ecuador, Bloom Consulting was asked to measure the impact of the “All You Need is Ecuador campaign which was created for the Ministry of Tourism by Koenig and Partners. The campaign was launched in June 2014 involved placing each individual letter of the slogan “All You Need is Ecuador” in iconic places of 19 Cities around the world. The 6-meter-tall letters were interactive, e.g. inviting people to take pictures with the letter and posting them on social media with the hashtag #allyouneedisecuador.
Bloom Consulting used their proprietary Digital Demand - D2© software to conduct the research. The study revealed that searches performed by global citizens towards Ecuador increased by 35% in the month of the launch of the campaign. Based on the findings of the study, Bloom Consulting made several recommendations for the short, medium and long-term, which should enable Ecuador to further boost its Country Brand.
