Launched in April 17, 2013, by The ColombiaCountry Brand, a competitive tool of the National Government of Colombia, the live auction is take a place in the heart of New York City (NYC), Times Square.
With a single sentence “The Answer is Colombia”, the ColombiaCountry Brand is presented a novel of interactive marketing action in the heart of New York City’s emblematic Times Square. As kick off of the festive, two-time Latin Grammy winner, Fonseca, is presented along with coffee legend mascot Juan Valdez , Queen of the 2013 Barranquilla Carnival, Daniela Cepeda Tarud , and 5,000 Colombian flowers, and auction off six unique cultural experiences the country has to offer, giving the winner of each auction the chance to live it out.
During the week, between 3 – 5:00 p.m., visitors and tourists passing through the area of 46th Street and Broadway should find an interactive billboard, where videos of these six experiences is shown. On the ground, Comedy Central comedian and cartoonist, Craig Baldo , is played the role of auctioneer, inviting people to participate by using their mobile devices.
People who like to participate could open a mobile app (using their smartphones and tablets) and connect the social media profiles of the Colombia Country Brand, through which the participant to invite his or her friends to vote. The person who gets the most votes within 30 minutes wins an all-expenses paid trip to live the experience that was up for auction.
The experiences to be auctioned include:
- Sighting of Humpback Whales in the Colombian Pacific
- Bogota, through the eyes of the Ibero-American Theater Festival
- Live the Coffee Route and its cultural landscape
- Relive the historical magic of Cartagena, Mompox and the Colombian Caribbean
- Get to know Medellin, the most innovative city of the world in 2013
- Discover the largest group of megalithic religious monuments in San Agustin and Tierradentro, department of Huila
As part of the interactive marketing strategy, The Answer is Columbia’s website also has been developed. Through the site travelers could scan the QR code that appeared on the interactive billboard or log in directly from their smartphone to the application http://www.theansweriscolombia.co
Travelers also could find a video of the experience that is being auctioned which they could share it on their Twitter, Facebook and Google+ profiles and ask their friends to vote on their post.
The most votes is the winner who receive a trip to Colombia that includes airline ticket, hotel, and a specially designed tour for each of the six experiences.
Photos / Pictures / Images Gallery of The Colombian Auction, Tourism Marketing Campaign of Colombia