Ação de Co-branding Chile e Shopping Centers de São Paulo e Rio de Janeiro

Challenge:
Developing a co-branding action in partnership with a commercial establishment, focusing on classes A and B with high potential for purchase and promoting the destination through a promotional action. Main objectives: increasing the brand awareness, stimulating the desire to travel to the destination and deepening the consumers’ engagement with the Chilean brand.

Strategy:
Imaginadora has partnered with two of the most important luxury malls in Brazil (one in Rio de Janeiro and one in São Paulo). It was a special action for Father’s Day, and the promotion consisted of offering the participants who bought a certain amount in stores in these malls an opportunity to participate in a cultural contest, in order to be granted trips to Chile. The winning participant would be able to choose the itinerary! In total, there were 8 complete trips with one companion to Patagonia, Atacama Desert, the Lake District and Santiago.
As it was a co-branding action, the malls offered all the promotional structure inside the malls, exchange kiosks and helped to publicize the promotion; and Chile cooperated with travel awards. The action was supported by the social media strategy for engaging with consumers.

Result:
The action directly impacted more than 15 thousand consumers in the malls during the promotion period and more than 60 thousand consumers in social networks.