This is the best piece of writing I've ever done. I think. These ran as double-page spreads around the world in Rolling Stone, the others single page (as well as four TV spots). Opting for very long copy with small visuals, as you might imagine, was a bit of a tough sell.
People say no one will read all this. As a colleague of mine used to say, "It doesn't matter. The takeaway for the ones who don't, is that there must be a lot going on there worth seeing."
Needless to say, the campaign worked very well and won numerous awards. Until the next year. When a new government was voted in. And the reverted to the typical tourism ads we've all come to ignore.
"Mrs. Sanchez" :30