≡-Colombia Wins Big at Cannes Lions, Securing Gold, Silver, and Bronze Awards for Groundbreaking Tourism Campaigns – Viral of Today

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Home » America Travel News » Colombia Wins Big at Cannes Lions, Securing Gold, Silver, and Bronze Awards for Groundbreaking Tourism Campaigns Saturday, June 28, 2025In its first official participation at the prestigious Cannes Lions International Festival of Creativity, Colombia made a historic impact by earning three significant awards, showcasing the country’s innovative marketing strategies. The campaigns presented not only aligned with a broader narrative that has become a cornerstone of Colombia’s identity—Colombia, the Country of Beauty—but also brought global recognition to the nation. These awards were a testament to Colombia’s exceptional ability to blend creativity, technology, and its rich natural beauty into compelling tourism marketing.The Humanimal Tourism campaign stood out as a key achievement for Colombia, winning both the Gold Lion in Creative Strategy and the Bronze Lion in Creative Data. This campaign was revolutionary, turning the migratory routes of more than 1,200 species into personalized travel messages targeting travelers in over 30 countries. The campaign used cutting-edge technology to bring Colombia’s incredible biodiversity to life, offering travelers a unique way to interact with nature. It was a blend of art and science that demonstrated Colombia’s global significance as a leader in sustainable tourism. This innovative approach helped position the country as the world’s top destination for nature lovers, effectively elevating its international reputation.Another standout, Runways of Hidden Beauty, won the Silver Lion in the Brand Experience & Activation category. This campaign spotlighted the renovation and development of airstrips and regional airports in Colombia, focusing on destinations that are off the beaten path. These newly improved locations cater to a growing interest in unique, undiscovered areas. By promoting these lesser-known destinations, the campaign helped expand Colombia’s tourism reach beyond traditional hotspots, encouraging travelers to explore the country’s hidden gems. This campaign was not only a strategic move in promoting diverse regional experiences but also a statement of Colombia’s commitment to sustainable tourism development in areas that are often overlooked by larger-scale tourism efforts.The success of these campaigns can be quantified by impressive results. Over 300,000 bookings were recorded from travelers across 13 different nationalities, and there was a remarkable 64% increase in new visitors to the country. These figures are further supported by Colombia’s expansive reach in more than 30 international markets, a staggering 535 million impressions, and over USD \$96 million in media value. This data proves the direct correlation between the country’s innovative marketing and its increasing visibility on the global stage.The campaign slogan Colombia, the Country of Beauty is more than just a catchy phrase—it is a driving force behind the country’s recent tourism surge. Colombia has been breaking international tourism records year after year, with the United States emerging as its primary source of visitors. In fact, Colombia now ranks among the top 12 destinations globally for U.S. travelers and is the number one destination choice in South and Central America. These achievements are a reflection of how the country’s marketing strategies have resonated with international tourists and positioned Colombia as an attractive, must-visit location.But Colombia’s success at Cannes goes beyond just marketing strategy. It represents a paradigm shift in how the world views the country. For many years, Colombia struggled with a perception of violence and instability, but today, its narrative has been reshaped. The nation’s tourism campaigns have played a pivotal role in transforming the image of Colombia on the global stage, showcasing its incredible landscapes, diverse cultures, and commitment to sustainability. The country is no longer just seen as a beautiful place to visit—it has emerged as a leader in eco-tourism and innovative marketing within the travel industry.By participating in the Cannes Lions festival and winning prestigious awards, Colombia has reinforced its status as an international tourism powerhouse. These accolades mark a pivotal moment in the country’s tourism sector, signaling its potential for further growth in the global tourism market. The country has successfully turned its inherent beauty into a valuable marketing asset, leveraging its diversity and unique offerings to attract travelers from across the globe.“This proves that the broader narrative of Colombia, The Country of Beauty didn’t remain on paper, we brought it from the desk to the regions, and from the regions to the world. Today we show that Colombia has a story that moves, that inspires, and that captivates on global stages. This is a Colombia that embraces its diversity, protects its essence, and transforms it into a powerful, authentic, and profoundly beautiful message,” said Carmen Caballero, President of ProColombia, the country’s promotion agency and the organization leading these efforts.In conclusion, Colombia’s success at the Cannes Lions Festival of Creativity marks a defining moment in the country’s tourism journey. The Gold, Silver, and Bronze Lions awarded to Humanimal Tourism and Runways of Hidden Beauty reflect the nation’s ability to create innovative, impactful marketing campaigns that resonate with audiences worldwide. Colombia has proven that beauty, diversity, and creativity are more than just concepts—they are powerful drivers of change and growth. The nation’s tourism sector is now poised to thrive, bolstered by its strategic use of creativity to drive results and change global perceptions.«Enjoyed this post? Never miss out on future posts by following us»

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