Ecuador goes for Super Bowl exposure with halftime ad

A pair of marine iguanas keep one another warm before entering the ocean on the shore of Isla Fernandina in the Galapagos Islands off the coast of Ecuador. The country plans to run an ad to promote tourism during the Super Bowl on Feb. 1.
(Steve Stroud / Los Angeles Times)

During Super Bowl halftime Feb. 1, you can expect to see high-priced commercials for beer, fast food, cars, soft drinks and a small South American banana exporter.

Ecuador is expected to become the first foreign country to buy a 30-second ad during the Super Bowl game to encourage Americans to visit the tiny country along the equator.

The ad -- featuring the Beatles’ song “All You Need Is Love” -- will air in 13 major U.S. markets, including Los Angeles, San Francisco, Miami and New York. The government paid $3.8 million for the ad, plus eight other commercials that will be shown during NBC’s “Today Show” leading up to the Super Bowl.


“Our small country offers travelers a large array of outdoor adventures, from beautiful beaches on the Pacific Coast, to the Andes Mountains, to the Amazon rain forest, to the Galapagos Islands,” Nathalie Cely, Ecuador’s ambassador to the U.S., said in a statement. “It’s everything you need and all in one place.”

Ecuador is one of the smallest Southern American countries, with a population of fewer than 16 million. But the nation is also known for its diverse wildlife, including a variety of species on the Galapagos Islands.

Last year, the country launched a tourism campaign with the motto “All You Need Is Ecuador,” helping to boost foreign visitation 14% and generating $545 million in revenue, according to the Ecuador government.

The U.S. is the second-largest source of tourism to Ecuador after its neighbor Colombia.

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