Transforming destination perception to drive trade growth and significant visitor increases
Axis partnered with ProColombia to deliver a transformative campaign that shifted negative perceptions and drove a dramatic increase in UK visitation. The strategy repositioned Colombia as an attractive, accessible destination through integrated trade development, targeted consumer marketing, airline partnerships, and proactive media engagement.
We were instrumental in launching the “The Only Risk Is Wanting to Stay” campaign, centred on authentic expatriate-led storytelling distributed nationwide via broadcast and out-of-home channels. This integrated programme blended robust trade activation, tailored itinerary development, airline collaboration, dynamic co-marketing campaigns, and a structured visiting journalist initiative to secure positive media coverage and restore destination confidence in the UK market.
Results
- Supported development and rollout of a nationally promoted destination campaign.
- Established new travel trade opportunities and expanded distribution channels.
- Secured Avianca direct air service from London.
- Delivered multiple co-marketing campaigns driving product visibility and sales.
- Generated $29.9 million in media exposure through visiting journalist activity.
- Increased UK visitation from 15,000 to 50,000.
- Expanded tour operator partnerships from 2 to 60.
The programme fundamentally repositioned Colombia in the UK market, transforming destination perception and delivering exponential growth in trade engagement and UK visitor numbers.
