Inprotur’s campaign “Argentina Late con Vos” set out to reframe the country’s tourism identity by moving beyond traditional landscapes and landmarks to capture the authentic rhythm of Argentine life. Produced by Sake, the centerpiece was an 18-minute suspense short film shot across iconic locations, showcasing how Argentina truly comes alive after dark. The narrative leaned into the country’s nocturnal culture—cafés buzzing past midnight, tango spilling into the streets, and conversations that stretch until dawn—positioning Argentina as a destination that shares your wavelength and never sleeps when you arrive.

Supported by a redesigned digital hub and a suite of audiovisual and social content, the campaign created a unified storytelling platform that made the “trip begin before arrival.” By selling mood and connection rather than just attractions, “Late con Vos” stood out in the competitive tourism market, strengthening Argentina’s image as a vibrant, emotionally resonant destination. It became a benchmark in cultural destination marketing, demonstrating the power of immersive, long-form storytelling to inspire anticipation and deepen the bond between travelers and a place.