Campaña publicitaria Topando el Sol: Manifestaciones Culturales de Chimborazo.

Abstract

The aim of this research was to develop an illustrated advertising campaign for social networks, which evidences the main myths and legends surrounding the Chimborazo volcano in order to promote literary tourism. The methodology used for the collection of information is an exploratory type of research, where we carried out a bibliographic compilation of secondary sources such as books, web pages, scientific blogs, theses, among others. In order to make a critical and careful reading and reflect them in record cards, developed to determine the profile of the population and the objective audience, identifying three legends around the Chimborazo volcano with no known author, as they are transmitted from generation to generation among the inhabitants. Regarding the design methodology, they were made separately for better results. The illustration was developed with a creative methodology that started with a brainstorming to identify concepts, followed by collection and analysis of visual references that served for the creation of characters and scenarios, to make simple sketches characterized in an appropriate manner with physical and personality traits defined to continue with the illustration in manualmixed and digital techniques. Finally, an advertising brief was developed for the advertising campaign, highlighting aspects such as the advertising objective, the objective audiences, the budget and the schedule. It was also identified that the profile of the objective audiences are young people between 18 and 25 years old, to design a campaign for the social network Instagram. The proposed objectives were achieved, so it is recommended to encourage literary tourism with the creation of advertising programs to promote the narrative expressions of the province.