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Ageless in Argentina
Argentina – Cross-cultural agency La Comunidad has released a new tourism advertising campaign aimed at Baby Boomers.
- The campaign was designed to encourage local and international tourism in Argentina
- It was released alongside another film aimed at young consumers
Taking a humorous approach to promoting the country, the campaign was created for the government.
The ad features an older couple undertaking extreme sports and putting themselves in extreme situations, all while shouting expletives and how it feels good to be alive. The ad plays on the fact that Empty Nesters have both the time and the budget to travel. Some 99% of Baby Boomers in the US expected to travel for leisure in 2016, with 45% planning both domestic and international trips, according to AARP.
The film was released alongside another video aimed at young people that cited Argentina as the perfect place to explore if you’ve just started dating. Both campaigns are intended to encourage international tourists and local residents to explore their own country by highlighting a selection of the country’s most memorable and stunning locations.
The Big Picture
At a time when people are neither held back nor defined by their age, ad campaign-creators are directly targeting an older demographic. For more, see The Flat Age Society macrotrend.
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