Ecuador Tourism
Multi-platform content strategy
The brief
Ecuador Tourism worked with the National Geographic Traveller (UK) Branded Content team to craft a dynamic campaign showcasing the country’s rich culture, diverse cuisine and vibrant communities. The campaign aimed to inspire travellers to explore Ecuador’s unique destinations and embrace authentic, immersive experiences.
Positioning Ecuador as the ‘Country of the Four Worlds,’ the initiative showcased its stunning landscapes — mountains, islands, coastlines, and rainforests — to reinforce its appeal as a top destination for adventurous travellers.
Our approach
The Branded Content team approached the campaign with creativity and purpose, crafting a range of engaging deliverables designed to inspire UK readers to travel to Ecuador.
Key campaign details
- A commissioned writer, photographer and video team embarked on a week-long journey through Ecuador, immersing themselves in the country’s traditions and capturing authentic experiences to share with our audience.
- A series of digital features were created for the National Geographic Traveller (UK) website, each exploring different aspects of Ecuador’s culture, cuisine and communities.
- A feature video, hosted on YouTube, was also produced, highlighting Ecuador’s unique traditions and landscapes alongside trailers, which were created for social promotion.
- Prominent placements in National Geographic Traveller (UK) newsletters which drove traffic to the online content.
- All online content was housed on a dedicated branded hub on the National Geographic Traveller (UK) website, creating a cohesive experience for our visitors.
- Participation at the National Geographic Traveller (UK) Food Festival, where cooking demonstrations showcased Ecuadorian cuisine.
- A range of advertorials in The Guardian and The London Standard Travel Guides, utilising APL Media's unique role as the leading advertising reseller for these publications. This strategy ensured broader visibility and increased reach.
Our results
Working with Ecuador Tourism, the National Geographic Traveller (UK) Branded Content team successfully delivered a multi-platform campaign that brought the country’s cultural and ecological diversity to the forefront. Leveraging National Geographic Traveller (UK) as the lead editorial platform, the campaign combined immersive digital features, original video content and social-first storytelling to engage UK audiences with Ecuador’s lesser-known regions. The Ecuador Tourism Campaign has been shortlisted for Best Campaign in the BSME 2025 Talent Awards and Commercial Partnership of the Year for the PPA Awards 2025.
The Branded content features published on National Geographic Traveller (UK)’s website significantly surpassed performance benchmarks for this style of content, supported by a high-impact YouTube video with above-average view duration. Paid social content across Facebook and Instagram delivered standout reach and engagement, amplifying campaign visibility across platforms.
Audience response was further enhanced through a successful in-person initiative at the National Geographic Traveller (UK) Food Festival, where live cooking demonstrations offered a direct and emotive connection to Ecuadorian culture. The campaign was praised for its editorial richness and visual authenticity, with the client reporting strong satisfaction and a clear interest in exploring future collaborations.
Ecuador Tourism is currently working with the team for the next 2025 campaign. More details to follow.
