Mexico

The Long-Term Promotion

THE CHALLENGE
Puerto Vallarta and Riviera Nayarit are two stunning neighbouring regions along Mexico’s Pacific Coast. They embarked on a joint marketing campaign and needed a PR communications plan in the UK following the launch of new direct flights from London and Manchester. After successfully winning a pitch to represent the destinations, we were tasked with raising awareness among the UK press and consumers, while preserving the signature identities of the regions. We wanted to establish the reputation of Mexico’s Pacific Coast as a hotspot for everyone, from a family wanting an adventure holiday to a couple seeking a romantic retreat.

THE STRATEGY
To launch the destination to the UK market, we organised a press conference which was attended by 80 journalists representing some of the most well-known publications, including Conde Nast Traveller, Sunday Times,Telegraph, Independent,The Sun, Mirror, Mail Online, Food and Travel and TTG. The event was hosted by representatives from the regions and generated a strong interest in upcoming press trips to the destination and news stories.

We combined the press conference with media missions in Manchester, where the regions’ reps were able to meet one-to-one with the most well-established print publications and online outlets, from regional leading news sites to bloggers.

We created and pitched strong, innovative angles about the destinations via press releases, positioning it as a winter sun destination, an escape not to be missed. We met journalists on a weekly basis, we replied to all media requests,

distributed information and created an impressive buzz for Mexico’s newest hot spot. Furthermore, we approached top national, online and luxury lifestyle publications that catered to our target consumers and arranged 40 individual and group press trips, TV filming and fashion shoots, giving journalists and the audience a taste for the vibrant destinations.

THE RESULTS
Coverage: 180 clippings
Outreach: 8,3 million (print and broadcast media) + 706 million (online media; unique visitors)
AVE: 1,4 million

The joint campaign has since gone from strength to strength; in a recent study carried out by the Riviera Nayarit Tourism Board, inbound tourism from the UK was increased by 5% in the past year alone. The client has confirmed the ‘the return was 100 percent greater than the initial investment.’

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