The Argentine province of Mendoza has launched a new tourism promotion campaign that aims to capture the unique essence of its land and people. Under the slogan “Mendoza, Manso Destino”, this initiative—targeting both national and international audiences—goes beyond showcasing landscapes and flavors: it seeks to strengthen the province’s image as an attractive, modern, and accessible destination for all, all year round.
One Word, One Identity: “Manso,” the Soul of Mendoza
In local slang, the word “manso” goes far beyond its traditional meaning of “calm” or “gentle”—it becomes synonymous with something amazing, majestic, or thoroughly enjoyable. The campaign reclaims this term to create a more relatable and familiar connection with the audience, linking it to the experiences, activities, and places visitors can discover in Mendoza—from enjoying an epic asado to admiring the majestic mountain landscapes.
Our article: Mendoza, a land of flavors, adventures and Argentine traditions
The official launch took place at La Enoteca, in the presence of provincial authorities. During the event, Mendoza’s ongoing efforts to position itself in competitive sectors such as viticulture and tourism were highlighted—today, the province is recognized as the eighth wine capital in the world.
Worth noting: this campaign is just one of many initiatives aimed at establishing Mendoza as a top-tier wine tourism destination. One particularly clever initiative allows travelers to carry up to six bottles of wine in their hand luggage when departing from Mendoza—supporting local producers while offering visitors a memorable souvenir to take home.
A Campaign that Mirrors Its Land: Bold, Genuine, and Creative
To embody the concept of “Manso Destino”, the campaign features beloved local figures, such as actor and musician Mike Amigorena. Known for his versatility and humor, Amigorena brings a touch of spontaneity and charm to the ad spots. Alongside him, Fran Velardes—the young boy from Córdoba who went viral for his passion for football—represents the Argentine tourist arriving in Mendoza to enjoy unforgettable experiences.
The chosen soundtrack for the campaign is “La muralla verde” by Los Enanitos Verdes—a song that evokes national identity and a deep connection to the region. Known across generations, the tune brings a nostalgic and festive tone to the visuals. The entire audiovisual production was developed in-house, showcasing Mendoza’s creative talent at every stage of the project.
A Multichannel Strategy with Local Flavor
The campaign is rolled out across multiple platforms to reach both domestic and international audiences. On TV, the spots air during prime time on major networks, as well as on popular sports and entertainment satellite channels. Radio coverage is also robust, with ads running on the country’s top stations.
Digitally, the campaign features prominent placements on Argentina’s leading news portals and high-traffic sections. A dedicated landing page has also been launched, featuring an AI-powered chat assistant that offers travel tips and personalized recommendations about Mendoza’s attractions—in Spanish, English, and French.
More Than a Trip: A New Way of Experiencing the Land
“Manso Destino” isn’t just about attracting tourists—it offers a different perspective on how to engage with a place. In a time when many destinations compete with massive marketing budgets and generic global narratives, Mendoza chooses authenticity: a local voice, a unique rhythm, and an original aesthetic that doesn’t try to mimic others. And that choice echoes far beyond its borders.
In a region like Latin America, where diversity and sophistication are embraced, Mendoza stands as a shining example of how to build identity without losing touch with one’s roots. More than just a travel invitation, this campaign delivers a deeper message: inhabit the landscapes, engage with the cultures, and understand that every journey—near or far—can be “manso.”
Photos: Gobierno de Mendoza | INPROTUR
