Our partners at PromPerú invited a select group of integrated and digital agencies to develop what they envisioned as “the Google of Domestic Tourism.”
The result was the launch of YTuQuePlanes, the digital platform created by Ministerio de Comercio Exterior y Turismo (MINCETUR).
Its mission was to position domestic travelers as a central driver of regional economic development, while diversifying Peru’s tourism offering through dynamic, digitally powered content.
Through in-depth research into the four primary domestic traveler segments, we identified the most relevant and high-impact digital touchpoints that could be activated through highly segmented paid media strategies.
To support this, we developed a scalable content matrix built around 800 travel motivations, segmented by:
Travel date
Region
Desired experience
Travel companion
This structured framework enabled us to determine which content pillars should be prioritized and amplified across social media channels to maximize media efficiency, audience relevance, and campaign performance.
Following a 2013 launch that fell short of expectations, we recognized the need for a strategic redefinition of the platform.
We undertook a comprehensive redesign of the website’s information architecture, restructuring it from the perspective of the defined target segments. The objective was to reorganize the user journey so visitors could discover relevant travel experiences in four clicks or fewer, aligning navigation with traveler intent rather than institutional categorization.
This long-term effort involved continuous content curation, production, optimization, and performance analysis over a five-year management period (2013–2017), both across multiple agency partners and within the institution itself.
The foundational strategic structure developed during this process remains in place today.
Strategic Planning & Content Marketing
2013 – 2017
Tribal 121
Atomikal
Ministry of Tourism and Commerce – Perú
PromPerú
