(Quito, Pichincha. 07/21/2016) .– «In Ecuador love is in the air and all you need is in Ecuador». This phrase sums up the approach to this second stage of the international campaign All You Need is Ecuador (AYNIE) 2016.

The inaugural event was held in the city of Quito on Thursday July 21, in the Chapel of Man, the museum of the late Ecuadorian painter Oswaldo Guayasamín. Representatives of the tourism industry, entrepreneurs, investors, government officials as well as both national and international media attended the event.

The strategy for the tourism promotion campaign ALL YOU NEED IS ECUADOR 2016 emphasizes our diversity, because no other country in the world can say that it is like nowhere else, all in one place, and so close.

The essence of the first part of the campaign (launched in 2014) remains, now enriched with the element of love. For this purpose, Ecuador acquired the license for the song «Love is in the air» written by world renowned Scottish songwriter John Paul Young.
On Friday 22 July, Ecuador will begin its promotional strategy, and with it international media and social networks in the United States, Canada, Brazil, Argentina, Chile, Peru, Colombia, England, Spain and Germany will be activated; expecting to impact about 446 million people around the world. In addition, inter-institutional, Ecuadorian state authority and public servant accounts have been enabled.

Vinicio Alvarado, Coordinating Minister of Production, Employment and Competitiveness expressed pleasure with the continuity in this new opportunity for the successful AYNIE campaign. He called on all Ecuadorians to endorse this new stage of international promotion: «I would invite citizens to build on a comprehensive national vision, a vision that should not be just a roadmap of the current government, but a policy of transcending the state. A policy in which all citizens share cohesive objectives and resources at the service of the people and all are involved in uniting us as a country,. «

TourCert, a German non-profit association aimed at managing aspects of Corporate Social Responsibility (CSR) with an emphasis in tourism, was represented at the event by Günter Koschwitz, its director and managing partner.

Koschwitz in his speech commented that » We have been impressed with Ecuador and its great tourism potential as well as a tourism policy which is clearly committed to quality and sustainability. We see Ecuador as a pioneer destination in quality certification and social responsibility in South America. «

It should be noted that on Monday, the 18 July the Ministry of Tourism and TourCert signed a strategic alliance committing to their common effort of raising the quality and sustainability of tourism to a level of excellence, with the objective of continuing to meet the demands of the market and position the products and destinations of Ecuador in Europe.

Fernando Alvarado Espinel, Ecuador’s Minister of Tourism in his speech at the inaugural ceremony discussed the new phase of the international promotion campaign AYNIE, and the need of Ecuador’s inhabitants, «this  campaign is belongs to all Ecuadorians. Ecuador is a country that loves life, our country needs to be more united  than ever to move forward. This campaign belongs to you, to all Ecuadorians and with it you have in your hands a powerful tool to help the entire world fall in love with Ecuador».

The Minister also reviewed recent efforts from the private sector towards the international promotion of the country, including the documentary, Ecuador: The Royal Tour, released a few weeks ago in Guayaquil.

The Minister of Tourism also highlighted the number of international recognitions received by the country in the World Travel Awards 2016 (WTA). Ecuador was awarded: Green Destination Leader in South America for the fourth consecutive year, Destino Leading Regional Destination (Quito), Best Luxury Train South America (Tren Crucero) and leading business destination in South America (Guayaquil), among others.

This second stage of the AYNIE campaign, which can be seen around the planet, highlights the tourism potential of Ecuador and its four worlds. The Governments efforts are aimed at making tourism the first source of non-oil revenue in the country. (currently tourism ranks third.)

Campaign All You Need Is Ecuador (Part One)

The first part of this campaign was launched on April 1, 2014, and was activated simultaneously in 19 cities worldwide as well as 7 cities within Ecuador. The world watched as letters, 6 meters high, appeared with the phrase «All You Need is…» across squares, parks and iconic landmarks of France, Spain, Brazil, Colombia, United States, Chile, Germany, England, Peru, Mexico, Holland and Argentina. While the letters that make the word “Ecuador” were placed in some cities such as Cuenca, Manta, Loja, Guayaquil, Tena, Galapagos and Quito.

The campaign generated a return that far exceeded expectations. By the end of 2014 a growth in arrivals compared to 2013, of 14% was recorded, and generated revenue of around $ 1,500 million.

As of April 15 of that year, Ecuador began an aggressive campaign with giant billboards placed at strategic locations to capture the attention of travelers from around the world. These could be seen in international halls and boarding areas of Pearson Airport in Toronto – Canada, public buses in Berlin – Germany, along the streets and squares of London – England and Milan – Italy, the Glorieta de Bilbao and the Gran Vía in Madrid – Spain. In the halls of international airports in Washington DC and New York – USA, Metro stations in New York – USA, and billboards on interstate entrances to the cities of New York and Chicago – USA.

PHOTOGALERY