How to attract tourists to El Salvador, the most violent country in the world? Read the full case applying design thinking process for strategic and creative development.

1. This document is intended solely for educational purposes during the Digital Creative Strategy Course,
imparted by Delmy Alvarenga for Escuela de Negocios Alto Nivel, Guatemala. For educational purposes only.
Any other use is prohibited.
Vende Patria
El Salvador Ministry of Tourism
During 2015, San Salvador has been positioned by media as the
“Homicide Capital of the World,” affecting El Salvador’s global
perception. Worried about the decrease in tourisim entries, the
Ministry of Tourism of El Salvador asked agencies for proposals
to increase interest among American citizens. “We don't need to
generate interest. We need to change the conversation,” we responded.
According to Gallup's latest poll, 40% of Americans trust
mass-media such as newspapers. Nielsen, on the other hand,
reported that 67% of Americans trust "Editorial content such
as newspapers articles" while 84% trust "Recommendations
from People I Know". The gap is relevant.
Travellers and tourists who have been to El Salvador know
that the country’s greatest asset, beside its beaches, is its people.
El Salvador may not have iconic landmarks but one thing is true:
Salvadorans make for the friendliest hosts in Central America.
This case was prepared by Delmy Alvarenga, Creative Strategist at 4am Saatchi & Saatchi Guatemala and El Salvador.
It was written as a basis for class discussion rather than to illustrate effective or ineffective strategic developments.
No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form
or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the 4am Saatchi
& Saatchi Guatemala. For authorized copies inquiries, email dalvarenga@4amsaatchi.com

2. This document is intended solely for educational purposes during the Digital Creative Strategy Course,
imparted by Delmy Alvarenga for Escuela de Negocios Alto Nivel, Guatemala. For educational purposes only.
Any other use is prohibited.
THE OPPORTUNITY
With more than 1.2 million Salvadoreans already in the US,
we have an unused platform of people already trained to
change the conversation about El Salvador.
THE ISSUE
How to inspire confidence? Why would a Salvadoran want
to talk positively about their country?
OUR INSIGHT
As Salvadorans, we value 4 things: our mother, our religion,
our ”Selecta”, and being an expat, our country. No one can
talk bullshit about these values, not even another Salvadorean.
CHALLENGE
Defend the name of El Salvador.
IDEA
Vende Patria (“country-sellers”)
EXECUTION
No Salvadoran wants to be seen as a "Vende Patria" because
it means he/she has no values at all. So, what happens when
he/she declares to be a Vende Patria? By playing with the word
“Vende Patria” we tickle Salvadoran’s pride to transform them
from passive expats to active "country-sellers"
Main copy: “Soy Salvadoreño y soy Vende Patria”
This case was prepared by Delmy Alvarenga, Creative Strategist at 4am Saatchi & Saatchi Guatemala and El Salvador.
It was written as a basis for class discussion rather than to illustrate effective or ineffective strategic developments.
No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form
or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the 4am Saatchi
& Saatchi Guatemala. For authorized copies inquiries, email dalvarenga@4amsaatchi.com

3. This document is intended solely for educational purposes during the Digital Creative Strategy Course,
imparted by Delmy Alvarenga for Escuela de Negocios Alto Nivel, Guatemala. For educational purposes only.
Any other use is prohibited.
VENDE PATRIA
Creative development
Vende Patria. Communications Platform
Strategy?: Vende Patria.
Goal: Recruit Salvadorans and international travellers to sell positively El Salvador
How?: Enabling a platform where users learn how to “sell” El Salvador attributes to others.
Action
“Soy Vende Patria"
Action
“Historias de Patria"
Action
“Así vendo El Salvador”
Objective
Tickle Salvadoran pride by
stating that “vender patria” is
good.
Objective
Teach expats and
international travellers
how to sell our country
positively to others.
Objective
Real life stories from
Salvadorans (musicians,
cooks, entrepreneurs) how
they sell their country.
Who is our target?
Salvadorans in USA
Who is our target?
Salvadorans in USA
International travellers
in El Salvador.
Who is our target?
American Millennials who
travel to emerging
destinations. Surfers &
Backpackers.
How to reach them?
- Online ads.
- Website.
- OOH, Newspapers.
- Planes. (flights SAL to
USA)
How to reach them?
- Physical Souvenirs Kit
delivered via US mail, or
pick up at airport and
embassies.
- Local events with
Salvadoran communities in
Los Angeles, Texas and
Maryland.
- Print .
- Website.
How to reach them?
Online content:
- Videologs
- Documentaries
- UGC
This case was prepared by Delmy Alvarenga, Creative Strategist at 4am Saatchi & Saatchi Guatemala and El Salvador.
It was written as a basis for class discussion rather than to illustrate effective or ineffective strategic developments.
No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form
or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the 4am Saatchi
& Saatchi Guatemala. For authorized copies inquiries, email dalvarenga@4amsaatchi.com

4. This document is intended solely for educational purposes during the Digital Creative Strategy Course,
imparted by Delmy Alvarenga for Escuela de Negocios Alto Nivel, Guatemala. For educational purposes only.
Any other use is prohibited.
VENDE PATRIA
Creative development
ONLINE VIDEO AD —We see Salvadorans from different demographic backgrounds talking to
camera, telling a brief summary of who they are and affirming they are “Vende Patrias”. The
video ends with an invitation to join the movement at www.vendepatria.org.
Main copy: “Soy Salvadoreño y soy Vende Patria”
WEBSITE —The story continues on the website where an extended clip explains that Vende
Patria means to talk to others about the possitve memories, places, traditions and culture of El
Salvador. Users opt-in to become Vende Patrias. The registered users will receive a physical kit
with souvenirs, gifts and instructions on how to sell El Salvador to Americans.
(1) (2)
(1) Website with extended video and individual character’s stories.
(2) Physical Vende Patria Kit with souvenirs and instructions.
This case was prepared by Delmy Alvarenga, Creative Strategist at 4am Saatchi & Saatchi Guatemala and El Salvador.
It was written as a basis for class discussion rather than to illustrate effective or ineffective strategic developments.
No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form
or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the 4am Saatchi
& Saatchi Guatemala. For authorized copies inquiries, email dalvarenga@4amsaatchi.com

5. This document is intended solely for educational purposes during the Digital Creative Strategy Course,
imparted by Delmy Alvarenga for Escuela de Negocios Alto Nivel, Guatemala. For educational purposes only.
Any other use is prohibited.
PRINT MEDIA —Newspapers and OOH will show what it means to “vender patria” and teach
Salvadorans how to sell El Salvador to the world.
Copy: “Soy Vende Patria porque vendo lo delicioso de mi país”
Copy: “Soy Vende Patria porque vendo lo exótico de mi país”
ONLINE CONTENT —While expats learn how to sell their country in USA, here in El Salvador,
we will recruit international Vende Patrias. We will find travellers to “review” and share their real
experience in El Salvador in the form of videologs and brief documentaries.
Video logs and testimonials of “acquired Vende Patrias”
(travellers who are fond of El Salvador.)
CREDITS
Agency: 4am Saatchi & Saatchi El Salvador | Account Director: Juan José Pineda
Research & Strategy: Delmy Alvarenga, Karim Bukele | Creative Directors: Melvin Rodríguez,
Paul Sierra | Copywriter: Karla Rauda | Graphic Design: Enrique Ayala, Alexia Herrera
Production: Andrés D’Antonio, Estalisnao Gallegos | Media Planning: Meylin de Sánchez
This case was prepared by Delmy Alvarenga, Creative Strategist at 4am Saatchi & Saatchi Guatemala and El Salvador.
It was written as a basis for class discussion rather than to illustrate effective or ineffective strategic developments.
No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form
or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the 4am Saatchi
& Saatchi Guatemala. For authorized copies inquiries, email dalvarenga@4amsaatchi.com