Cusco’s new "Double Rainbow" visual identity embraces inclusion to boost tourism
The global landscape of the last 3 years has impacted Peru and the economy of its tourist capital, Cusco. In fact, the number of visitors has plummeted by 90%. Among those tourists, members of the LGBTQIA+ community, who are interested in not just the historic and local attractions, but also in what appears to be city’s inclusivity Cusco’s official rainbow flag, waving on every corner of the town, bears a close resemblance to the Pride flag. But every June during Pride month, it becomes clear that Cusco may not be inclusive as it seems when tensions arise with conservative people.
That´s why Inca Kola, Coca-Cola’s leading brand in Peru, one focused on bringing people together in “a Peru that pleases us” – is now encouraging citizens to embrace diversity with an initiative inspired by one of Cusco’s natural wonders: the double rainbow.
The new logo and visual identity incorporate both the Cusco and Pride rainbows, signaling those businesses that open their arms to the LGBTQIA+ community. This idea, created with McCann Lima, is now featured in signs on 80% of small shops, restaurants, hotels and tourist spaces where workers have been trained in the best inclusion practices related to colleagues or clients of the community thanks to a partnership with PRESENTE, an NGO that works for the rights of LGBTQIA+ people developing projects for them in the country. The new design identity was also incorporated into a print and digital tourist guide that highlights these businesses, giving them more visibility among the LGBTQIA+ community and allies.
Credits:
Client: McCann Lima / Inca Kola
CCO / Copy writer: Christian Caldwell
General Creative Director: Hugo Elepuru
Bussines Leader Director: Catalina Forero
Executive Producer: Craft Lima / Cocler Díaz
General Head of Art: Julio Ortega
Brand identity: Gitanos, Daniel Montiel / McCann Lima
