2. Table of Contents
Situation Analysis...................................1
Campaign Strategy.............................18
Creative Plan..........................................33
Media Plan...............................................45
Public Relations Plan.........................59
Sources.....................................................77
3. Credits
Situation Analysis
Emma Martin - Research Director
Campaign Strategy
Max Rosenberg - Account Director
Creative Plan
Megan Gasper & Brendan Fellenz - Creative Directors
Media Plan
Kaitlin Kumbalek - Media Director
Public Relations Plan
Cassidy Neuville - Public Relations Director
4. Situation Analysis
History of Mexico Tourism
Tourism in Mexico has long been known as a very popular industry for the country as a
whole. Beginning in 1967, Cancun, Mexico was decided as a perfect location for a resort,
with beautiful beaches and a foreign feel of an exotic getaway. From then on nearby places
such as the Riviera Maya have become popular destinations for eager vacationers to come to
relax, and experience Mexico. While people from all around the world come to see all that
Mexico has to offer, the majority travels from the United States, but also Canada, European
and Asian countries. This happens especially during peak spring break times as well as in
December during the holiday season.
Starting in the 21st century, tourists began to worry about the war waged on the drug cartel,
and ever since 2010, the violence has become severe from people involved with the cartels,
gangs and even innocent bystanders. According to reports on CountryWatch.com, at the
beginning of 2010 the country had 7,000 drug-related deaths. This is because of the
government’s emphasis on counteracting the organized crime and drug trafficking groups.
Since then violence gained increasing prominence throughout the country leaving people
weary of traveling to the country for fear for their lives. Currently there is a Mexico Travel
Warning issued by the United States, the country from which Mexico gets many of its’
tourists from. However, with a new leader in charge of the country, the government is now
focusing on tourism and less on waging war against the drug cartels.
Despite violence, The Mexico Tourism Board, the government entity created through The
Mexican Secretariat of Tourism, has a lot to work with to get people to travel to Mexico.
Tourism adds direct and indirect employment for the country, in numbers upward of nine
percent, but also an opportunity to show off all the cultural and environmental appeals
along with beautiful beaches, historical landmarks and attractions associated with its
national identity. The website also concluded that Mexico tourism contributes to eight
percent of Mexico’s total GDP, with many of those tourists being Americans.
1
5. Consumer Analysis Data
After analyzing travel and tourism data for the United States using Simmons
Database, there has been information discovered regarding consumer-buying
habits for Mexico, as well as other foreign travel.
Demographics for Foreign Travel
In the last three years, women were five percent more likely to travel to foreign
places than men, but men were more likely to travel on business to foreign
countries. Of all ages, those 55 and older have had the most foreign travel in the
last three years with 34 percent, and those ages 18 to 24 had the least foreign travel
with 12 percent. Those with ages in between had 17 percent and 19 percent. All ages
were not more or less likely than the average to foreign travel.
Of those foreign travelers, 25 percent have the highest level of education as
graduated from high school. Exactly 53 percent of those foreign travelers in the
past three years are employed full time, and of those employed full time, 43 percent
have traveled to foreign countries. About 35 percent of those foreign travelers in
the past three years are not employed at all. In addition, 64 percent of those foreign
travelers in the past three years have no children, while 58 percent of those people
who got married in the past 12 months have traveled to foreign places in the past
three years.
Industry Trends
Travel for Leisure
According to Tourism Awards 2030, international tourism is expected to increase
3.3 percent every year to the year 2030. Asia and Pacific Regions had large growths
as well as Europe and Africa. The Americas had a three percent increase, which is
promising for the upcoming years. The Tourism Awards 2030 also stated that in
2013, the majority of people were traveling for leisure and vacation purposes, with
the second reason being religious and health purposes, and then business travel.
Many people in the “baby-boomers” category are expected to travel as well. With
this focus on baby-boomers stated, it is important to note that they are in the trend
forecast for those spending money in the travel and tourism industry.
Social Media Use
One important trend to mention for travel and tourism is the use of social media as
a means of contacting potential and returning customers. People are very
influenced by what they read online through Facebook, twitter, and travel agencies.
They are eager to find out what other travelers have discovered during their time
on vacation, and if they have encountered problems that could affect their stay.
Consumers also want the company to engage with them online. Companies can use
these social media sites to help people with problems they may be having at their
vacation spot or offer specials to those who interact with their company online.
Mexico Trends
The trends happening in travel and tourism are very important for the sake of
Mexico’s tourism industry. In 2015 things might be looking up for Mexico. Based
on information that has been collected after the first quarter of 2014 by the Mexico
Tourism Board, international tourism to Mexico has been increasing. In 2013,
it reached a new record high at more than 14.2 million tourists. From 2013, the
amount of international tourists has also increased by 2.9 percent since the
beginning of the year. Of those traveling the most represented nationalities were
the United States with 56.5 percent of travelers, but also large representations from
Canadians and Brazilians. In addition to these nationalities, tourists from China,
Russia, and Venezuela all had significant increases in visitors to Mexico.
2 3
6. Consumer Analysis Data
Personal Statements
For statements regarding people’s opinions about certain subjects, there were also a few
interesting findings. Of those who enjoy international events, 49 percent of them are trav-
eling out of the country. Of those who have traveled to foreign countries in the past three
years, 65 percent of them like spending time with their families. Of those who agree that
they only like to relax on vacation, 40 percent of them have traveled to foreign places. Those
who agree they are financially stable are 32 percent more likely than average to have gone to
foreign countries in the past three years.
Activities on Vacation
As for activities, people like to do different things when they are vacationing. About 50
percent of those who have foreign traveled in the past three years like to go to the beach
and 53 percent of those who like to play golf have foreign traveled in the past three years.
Of those who have traveled to a foreign country in the past three years, they are 33 percent
more likely than the normal population to enjoy fine dining. Also, 67 percent of foreign
travelers in the past three years like to sight-see.
Primary Research
According to the primary research we gathered based on in-depth interviews the main
things people in our target market love to do on vacation are sightsee and fine-dine to
experience new cuisines. They also enjoy the chance to learn about historical events as well
as simply a change of climate and scenery; most specifically they love the oceans. Our
interviewees love the opportunity to relax and enjoy family time together.
When it comes to the logistics of vacationing, the research states that most people like to fly
if possible but with lower gas prices don’t mind driving. They start planning anywhere from
two to three months in advance for vacations, all the way up to a year for larger, for more
expensive vacations. They tend to vacation during the summer months, Christmas-time,
and Spring Break. They get much of their information from friends about where the best
places are to travel.
4
Consumer Analysis Data
Travel to Mexico
When researching traveling to Mexico, there were noteworthy findings regarding
demographics and statements for those who choose to vacation or travel there. Of
those U.S. citizens traveling to Mexico there are slightly more men than women
for any trip. Those 55 years and older are 27 percent of the population to travel to
Mexico for their most recent trip. Of those people whose last trip was to Mexico, 27
percent were 55 years and older. There is a total of 77 percent of those whose last
trip was to Mexico are white and only 5.9 percent of those whose last trip was to
Mexico are full time college students.
Those who are full-time employees are 28 percent more likely to travel to Mexico.
Also, those whose last trip was to Mexico are 30 percent more likely than the
normal population to like their activities organized for them. Those whose last
trip was Mexico are 45 percent more likely than the normal population to like the
beach on vacation. Sixty-nine percent of those whose last vacation was Mexico
enjoy sightseeing on vacation. Those who enjoy going to the spa on vacation are 86
percent more likely to have gone to Mexico as their last vacation than the normal
population.
The primary research we gathered showed that when it comes to Mexico vacations,
their favorite things about it are the all-inclusive resorts, friendly and welcoming
people, as well as the relaxation the trip offers. They also really enjoy the food they
get to enjoy on their vacations out of the country.
5
Overall, men and women travel to
Mexico at relatively the same rates.
Mexico tourists are white, and many
are over the age of 55. They are
family oriented; yet many of them
do not have children living with
them, and they feel financially
secure. They like to relax on
vacation, as well as sight see, and go
to the beach.
7. Mexico Tourism Competition
By focusing on United States citizens’ tourism rates to Mexico, the results are clear.
According to the New York Times, Mexico tourism is looking good for the year
2015. Americans seem to like traveling there, and the Euromonitor believes there
will be an increase of 1.8% for them in the coming months. Despite the positive
outlook, it is important to make note of Mexico’s top competitors of Canada,
Florida, California and Texas. The main reasons for people’s travel to these
destinations is that they are within driving distance, there are attractions, and also
warm weather.
Canada
• Scenic landscape
• Safe place to travel
• Pleasant people
Florida
• Driving Distance
• Disney World and other popular attractions
• Warm Weather and Beaches
• Tourist destination
California
• Driving Distance
• Warm Weather and Beaches
• To see Hollywood and other attractions
Texas
• Driving Distance
• Warm Weather
• Attractions (NASA Space Center, historical landmarks)
Brand and Position Analysis
The initial position Mexico Tourism is taking as a country is as an exotic place and
as the fun and adventurous getaway. It highlights the history behind the country,
the diversity of activities and people, as well as the subtle luxury afforded by
traveling there. It places itself as a more mysterious option than those vacation
places inside the United States.
Website Positioning
Mexico and its competitors have websites that fulfill very similar needs: basic travel
tips, destinations to visit within the country and activities and promotions to take
advantage of, as well as connect with social media sites. Across all major
competitors’ websites, there are not many attributes that stand out to satisfy an
unfulfilled consumer need. While the website does a good job informing a tourist
about opportunities for travel within Mexico, it does not have a unique positioning
that separates it from its competitors—however, their competitors don’t either. The
aesthetics of the page is the most substantial outlier with a bright logo and popping
colors showing that it is a fun and exotic place to go.
Perceptions on Social Media
Social media platforms have been a way to track what has been happening in
regards to Mexico tourism. One of Mexico’s U.S. competitors, Texas, had a “battle”
with Mexico Tourism Board over Spring Break advisory a few years ago about
Mexico’s safety during spring break. As this was happening through social
media platforms, the U.S. Department of State issued a travel warning for Mexico
in September 2010 stating that Mexico should take the safety of U.S. citizens
seriously. Despite the warning by the Texas Department of Public Safety in
recent years, many students are still planning to go to Cancun or Puerto Vallarta
for Spring Break this year. They believe that Mexico is a fun, and exotic place to
vacation, although some parents are against traveling to Mexico due to some
unsafe resort areas/beach areas like Acapulco.
6 7
8. 8 9
Brand and Position Analysis
General Brand Perception
When it comes to a general perception of travelling to Mexico, there are a few
different factors that are contributing to the push and pull of making the trip.
Mexico currently has a stigma associated with them—and it is that of gang violence
and drugs. However, despite warnings about the violence throughout parts of the
country, travel to Mexico is still prominent among many U.S citizens. The issue of
drug and gang violence was noted, but more coastal destinations will be the ones
drawing in many international tourists—particularly many from the West coast of
the U.S. Mexico Tourism clearly understands this issue, and because of that many
of the videos showcased on their site highlight the beauty of the coastal towns,
which have people drawn to that aspect of Mexico.
Creative Analysis
Mexico and its competitors are currently using campaigns that are rooted in the
same basic ideas, but take advantage of different aspects of their own cultures. The
campaigns highlight each area’s unique landscape, history and culture.
Mexico’s Campaign
The Mexico Tourism Board has taken a colorful approach in its most recent
advertising campaign. Its “Mexico: Live it to believe it” campaign, created by the
agency Publicis México started in 2013, taking a step away from the resorts.
Instead it focused on showing tourists the opportunities for travel within their
cities, each city a special profile with something different and exciting for anyone to
enjoy, along with ads highlighting Mexico’s diverse history and culture.
The campaign’s creative messages take the form of videos about each individual
destination, so when they think about travelling to Mexico they can have the name
of a place that fulfills their desired experience. The advertisements as a whole show
shots of beautiful city life and oceans, targeting the idea of relaxing adventure
and creating an emotional response in the viewer. Two culturally different cities,
Mexico City and Vallarta Nayarit, were prominently featured in the campaign with
contrasting focus on culture and color as well as luxurious private getaways.
The campaign integrates color in all aspects of it. From the website to the “Mexico”
logo where each letter is a different color. The campaign creates a sense of
dimension and options, all of which Mexico is equipped to offer tourists
depending on the experience they want. The music that is played at the beginning
of its longest video is one of wonder and inspiration, creating the feeling that
Mexico is a mysterious and complicated place from the Mayan heritage to the
exotic animals and natural occurrences. The phrase “Mexico: Live it to believe it”
is used to create the sense of urgency to get to Mexico because it is, according to the
tourism board, unbelievable, beautiful and rich on a variety of levels.
9. Creative Analysis
In another side of the campaign that focuses on Mexico as a leader and a place of
opportunity the video advertisements show the products Mexico exports and all of
the areas of creation they succeed in. The ads persuade the viewer that Mexico is a
leader and an industrial hub, focusing on the positives of its economic growth and
engineering achievements. This part of the campaign helps take focus away from
what people might consider their weaknesses and highlights strengths of the
country as a whole.
The campaign was considered a success in the United States and won awards for its
effectiveness . This advertising campaign ran across all platforms, print, online and
video. The ad campaign was focused more specifically in digital markets. It
targeted upper-class couples, and also appeared to focus on return travel. The
grand landscape photos shown in print and video ads allowed viewers to get a
sense of Mexico as a beautiful place, not just a resort destination.
The Competition’s Campaigns
Mexico has some competition, namely from Canada and domestic locations in the
United States. The campaigns for these competitors are different, mostly because
each has different opportunities and focuses on something else to offer tourists.
Canada
In Canada, for example, the tourism board created a campaign in which Canadians
created the advertisements, showing what they loved most about “their Canada.”
The contest was titled “35 million directors” and the ad featured shots from the
winners of submissions from around Canada. The campaign’s tagline is “Keep
Exploring,” which complements the major video ad that was created that showed
awe-inspiring nature shots and action shots in both the winter and summer, from
water activities to snow activities and more. Canada is a very adventure-based and
outdoor vacation spot. The creative campaign highlights the idea that Canada is a
year-round destination, beautiful in all seasons which discredits its “cold weather
only” identity.
10
Creative Analysis
The United States has pushed for more travel/tourism from both international
visitors and residents, but due to the size of the country, most of their advertising
comes from individual states. The three states we will focus on that have notably
positive tourism industries are California, Florida and Texas as our biggest
competitors.
Texas
In Texas, two of their most recent advertisements were for “The Great Outdoors”
and “Texas Cities”. Both of these commercials used color and warmth to highlight
the positives of either the natural beauty of Texas, or the exciting activities to do in
their cities. The campaign held the tagline “It’s like a whole other country”. This
tagline is meant to show that you are getting a different experience from your
everyday life when you come to Texas, and no matter where you come from, Texas
offers an entirely new cultural experience.
California
Visit California’s ad campaign beginning in the mid 2000s, using the tagline “Find
yourself here”, used bright, radiant colors and celebrity endorsements to appeal to
visitors. Their commercials showed stars enjoying everything from the beautiful
beaches to the lush golf courses. These ads also targeted both domestic and
international visitors, and tried to combat the stereotypes of California.
Florida
Florida released a new advertising campaign during early 2014 called “The Warmer
Side of Weather”. The ads, ran in print, digital and on television, featured images of
the Florida sunshine and people enjoying exciting oceanfront activities. These ads
were also featured on public transportation in some cities, and showed images of
popular sites such as Busch Gardens, Panama City and SeaWorld Orlando.
11
10. Media Analysis
“Mexico, The Place You Thought You Knew” Media
The Mexico Tourism Board has cycled through a few different campaigns. When
tourism rates were down in 2009, the Mexico Tourism Board recognized the need
to shift their strategy to most effectively reach their 30 to 65 year old, $75,000+
annual income target market and get people back into the country. Around 2010
they launched a campaign that paired with the new tag line “Mexico, The Place You
Thought You Knew” through print and TV ads, which was a push for tourists to
adventure beyond the beaches and explore the cultural and historical side of
Mexico as well.
Mexico Taxi Project Media
In 2011, the Board launched the Mexico Taxi Project, where people returning from
Mexican vacations were secretly filmed in a cab on their way from the airport to
their homes. The driver casually inquired of their vacation and each rider was quick
to beam about their experience. With recent global media paying particular
attention to the danger and problems in Mexico, the Board was looking to change
the conversation to tales of amazing, relaxing trips. The clips were made into
commercials for the US and Canada as well as print and online ads that sent
consumers to the project’s website where the conversation continued.
Media Analysis
“Live it to Believe It” Media
In 2013, they transitioned into the “Live it to Believe it” campaign. This campaign
led to various video productions that highlight one person’s travel experience in
Mexico, encouraging viewers to live it for themselves. The $43 million “Live it to
Believe” campaign strayed from the previous strategy of marketing Mexico as a
single cohesive brand and instead aimed to advertise separate destinations
individually. The Board also recognized the need to attract travelers from locations
other than the US. In Canada they utilized their partnerships with airlines and
travel agents, increased TV buys on channels including the Weather Network and
Discovery, radio advertising in Canada’s larger markets, as well as taking
advantage of advertising in airports.
What People Are Reading
Simmons research data shows various correlations between media habits and those
who have reported traveling to Mexico in the last three years. Of those
travelers, Time Magazine, Sports Illustrated, Better Homes and Gardens, USA
weekend and National Geographic were among the top magazines they reported
reading or looking at over the past six months. Those who traveled to Mexico were
more likely than the general population to read magazines including Arthur
Frommer’s Budget Travel, Endless Vacation and Conde Nast Traveler.
12 13
11. Public Opinion
Generally speaking, Mexico tourist destinations are secure however after viewing
stories and news coverage about the country as well as Mexico’s battle with the
drug war, it has skewed people’s perceptions about the country as a whole. Despite
the fact that millions of Americans go to Mexico without any problems every year,
outside of war zones, more Americans have been killed in Mexico in the last decade
than any country outside the U.S. Not surprisingly, it has resulted in travel
advisories and has created paranoia about potential travel destinations.
Mexico’s favorability has increased significantly compared to competitors with a
number of six percent from 2011. Although Americans have viewed Mexico more
favorably in the past few years than they have in the past, it is “still below the 67 to
74 percent ratings seen from 2001 to 2005.” Traditionally, the majority of tourists
come to Mexico from the United States, but the decline in tourists from some of the
violence issues equals the drop in favorability.
A positive for Mexico however, is that lower gas prices in the United States are
contributing to Mexico’s high number of United States tourists. With “lower gas
prices and a stronger dollar, Americans are expected to take a record number on
international trips in the next couple of years…. Their number-one destination will
be Mexico, thanks to that country’s proximity to the United States.” This is because
of the understanding that some areas near southern Mexico are safe.
According to the New York Times, Americans tend to go to places that are close
to home when they travel Internationally and according to Euromonitor, Mexico
will continue the trend next year as the most popular foreign travel destination for
Americans.. California will continue to be the most traveled tourism destination as
far as domestic tourism goes.
14 15
SWOT Analysis
Strengths
• Beautiful scenery and beaches to view
• Close proximity to USA
• Cultural diversity but also relaxing all-inclusive vacations available for people of
all ages
Weaknesses
• Public’s perception of danger in Mexico
• Similar climates with other closer destinations
• Majority of tourists come from United States so not much diversity in Mexico
tourist markets
Opportunities
• Lower gas prices in the United States
• Retirees vacationing at high rates
• Young professionals traveling for relaxation
Threats
• Driving more realistic for other destinations than Mexico
• Growing popularity for European travel
• Dangers from gang and drug cartel violence
12. Key Implications
Prior to the violence associated with the drug cartels, Mexico tourism was thriving
as an industry. Since then however, perceptions regarding the safety of the country
have been shown in the media, and could potentially affect tourism rates down the
road. Although things are looking up for the country in recent reports, it will be
important to continue to combat the negative perceptions that U.S. citizens have,
the country’s biggest driver of tourists and concentrate on safety for travelers.
Mexico’s most popular destinations are those with cultural history, but also those
that have beautiful beaches and scenery. Compared to their competitors, they have
the relaxation factor many of the others do not, however finding a way to highlight
low gas prices for traveling to Mexico rather than domestic locations will be key in
increasing Mexico tourism.
Focusing on sustainability as well as promoting Mexico as an accessible vacation
that is for relaxation and getaway will increase American tourists who have very
busy lives, as well as those who have retired. In relation to this, those males and
females above age 55 with high incomes will be important to target, as well as
millennia’s ages, 25 to 34. No matter the age, by connecting our target market with
their needs of escaping and relaxing from their day-to-day life, our campaign will
be successful.
16
Campaign Strategy
13. Primary Market
“Seasoned Travelers”
David and Mary Stein
David and Mary Stein are a married couple from Raleigh, North Carolina. David is
64, and Mary is 61. The Steins are both recently retired, and in this stage of their
life they are actively looking to take a vacation. However, the Steins no longer feel
the need to seek out a fast paced and adventurous vacation, rather they are more
inclined to go somewhere where they can simply relax and pay for comforting
services that an all-inclusive resort would include. The desire for horseback rides
on the beach do not nearly come close to David’s desire for a nice cut of meat, and
Mary’s for an aged bottle of wine. David and Mary look forward to the idea of
staying in touch with their jealous friends as they take this lavish vacation, so they
plan on going to a place where it is easy to communicate from. While David and
Mary have the means to take a vacation, like many Americans, they do like the idea
of getting a good deal on their travels.
While David and Mary are still young at heart, they do make more routine trips to
the doctor’s office—simply check-ups! They do however notice the ads for travel
opportunities when sitting in the waiting room for an extended period of time.
After a successful trip to the doctors, they reward themselves with a nice meal out
on the town, where they continue to be reminded of travels at their disposal in the
bars and restaurants the two frequent. After a satisfied meal, they continue to
notice opportunities to skip town on the forms of mobile transportation that share
the road with them, and billboards at the red lights they stop at. When the two
make it home after a day full of activities, they typically avoid browsing the web
extensively. The two of them know about Facebook, but they stray away from
posting too many pictures and commenting on the platform. They would rather use
websites that are much easier to navigate, and whatever you do, do not send
information about new products or offers to their emails. The two of them have had
a long day, and they would rather curl up in front of the TV and watch the news.
So, why keep up with the Steins?
18 19
Primary Market
Demographics
Our research has guided us to believe that seniors like the Steins are the most ideal
primary targets to focus our resources in on. The Steins make up the 27 percent of
the 55+ that have traveled to Mexico for their most recent trip[1], and 28 percent of
those who made trips to Mexico were not employed[2], presumably due to
retirement. We will focus the bulk of our resources on targeting seniors within
Southern regions of the U.S, with the least amount of exposure in the
Northeast, because roughly 40 percent of those 55+ that travel to Mexico are from
the South[3].
Values and Attitudes
We are putting an emphasis on the relaxation outlets for seniors going on
vacation, because nearly 53 percent of those 55+ are ONLY looking to relax on their
vacations[4]. Many of these seniors are not looking to have organized activities
provided to them; they would rather create their own trip through the relaxing
opportunities provided to them. These seniors are not looking to participate in
activities like water sports, but rather fine dining and drinking[5], however, 30
percent of the 55+ do enjoy simply going to the beach[6]. It is also apparent that
many of the seniors making trips to places like Mexico want to have the
ability to stay in touch with their friends and family back in the states—roughly 72
percent[7], and because of this we will market locations that are well connected
technologically. These seniors are also consumed with getting the best deal for the
products they buy, around 44 percent of the 55+[8], and because of this we will
market an affordable, yet lavish getaway.
On top of these findings, Guinn observed that seniors (specifically from Texas)
traveled primarily for the benefits of rest and relaxation. Seniors sought out novel
experiences, opportunities for socialization and escape from the daily stresses of
life. It was also made clear that seniors who had more money, typically traveled
farther—the same was said about seniors in more urban areas[9].
14. Primary Market
Behaviors
The behavior of seniors that allows them to recognize opportunities to travel varies.
Twenty-seven percent of seniors noticed video ads in the waiting rooms of places
like the doctor’s office. Twenty-six percent noticed ads in the restaurants and bars
that they frequented. Forty percent of the 55+ noticed billboards, and 22 percent
absorbed ads on forms of mobile transportation[10]. This tells us that we will have
to target many seniors as they take on their day to day activities—be it running
errands, or grabbing a bite to eat, as well as throughout the process that it takes
them to arrive at those destinations.
The Internet will not be a tool we will take advantage of for the bulk of our
marketing. Most seniors do not get their news from online outlets; rather the
majority is through a television[11]. Because of this, we will focus our targeting
efforts in both the Southeast and Southwest United States.
20
Secondary Market
The Millennials: Laura Parker and Jane Sawyer
Laura Parker and Jane Sawyer are both from Santa Monica, California. Both
graduates from the University of Santa Monica in 2011, they now live together as
roommates in the city. Laura manages a prominent restaurant in the downtown
area, and Jane works as an event planner. Both Laura and Jane work a lot, but they
are also great friends and enjoy doing different things together in their free time.
You can find them ocean kayaking on a sunny Saturday, and grabbing dinner at
the new local dive bar in the evening, because they love eating out. Although both
Laura and Jane are young, they love to take vacations. They usually go together or
with a group of friends, but because their vacations days line up most years, they
typically take quick week trips with one and other. When the two are booking a
trip, they will always use resources found on the Internet to do so. The two of them
enjoy the warm weather, so they are always looking to venture somewhere where
that can be attained, but at the same time they want to expand their horizons and
try new things—but be safe in the process. The two work a great deal, so when they
are on vacation, they are hoping to relax and pay for services!
So, why keep up with Laura and Jane?
21
15. Secondary Market
Demographics
Our research has proven that millennials will make a strong secondary target
market. Millennials like Laura and Jane are recent graduates of college and are
now employed full time. Forty percent of millennials live in the South[12]. Both
Laura and Jane live in Santa Monica, and 21 percent of those who live in the
greater Los Angeles area are between the ages of 25-34 [13].
Values and Attitudes
We want to cater towards millennials like Laura and Jane because 42 percent of
them enjoy taking risks[14]--this risk could be anywhere from traveling to Mexico,
or taking advantage of the different adventurous outlets it has to provide. We will
emphasize the opportunity to relax and pay for quality goods, because 55 percent
are looking to relax[15], while 60 percent are looking to pay for goods and
services[16]. We believe we will have successful outreach because 53 percent of
millennials agree that they like the idea of traveling abroad[17] (which separates us
from our domestic competitors), and 28 percent of them are more likely than the
normal population to do so[18]. Mexico is also a conducive environment to cater to
the many activities millennials are looking to take part in—from going to the beach,
which 46 percent enjoy doing[19], to dining out, which 58 percent enjoy doing[20].
Behaviors
Like seniors, millennials have similar daily routines. They run errands and eat out
and frequent bars. All of these locations are ideal for targeting them. However,
millennials use online resources substantially more than that of seniors—63
percent use social media websites[21], and 53 percent use the internet to help them
book travel[22]. Because of this, we will target millennials heavily through online
mediums.
22
Consumer Key Insights
In regards to our primary target, we are going to focus on targeting the consumer.
We believe we will have stronger success marketing directly to them through
utilizing the research stated above about seniors. Utilizing video and print ads
across the daily routines of these seniors will prove to be the most effective way to
market to them.
In regards to our secondary targets, millennials, we will use a combination of c
onsumer and business targets. Targeting the consumer directly will be as effective
as it is when targeting the senior market. Similar tactics will be instilled.
Key Insights on the Target Consumer
Through our research, we have discovered that seniors (55+) will be our most
prominent market looking to take advantage of travel to Mexico. These seniors
are primarily taking trips in search of leisure and relaxation, and would rather not
partake in adventurous activities, nor have any activities planned for them. We will
primarily target ads at them as they engage in their daily routines, be it going to the
doctor’s office, shopping for groceries, eating out, or watching the news. We will
also target them while they transport themselves through these routines. We will
avoid using large amount of this communication through the Internet.
These seniors who are most likely to take a trip to Mexico are primarily from
southern regions of the U.S, with the least amount being from the Northeast.
Many come from urban areas, and simply enjoy getting away from everyday life.
They also love to stay in touch with their friends!
Key Insights on the Secondary Consumer
Through our research, we discovered that millennials are fairly similar to seniors in
regards to the fact that they are looking to take relaxing vacations that will
provide them with services (while they may look for more adventurous outlets at
some points). They live in southern cities, and are prone to being targeted when out
completing their daily routines—be it shopping, or eating out. The key difference is
their usage of the Internet and social media. While millennials watch television, it
will be very important to cater messages towards online mediums.
23
16. Positioning and Branding
Business Objective and Competitive Advantage
The ultimate business objective of our campaign is to increase the amount of
seniors traveling to Mexico from 5 percent, to 10 percent--on top of that amount,
we want to maintain the level of current travelers making the trip. We believe that
the competitive advantage of a trip to Mexico is that fact that our targets can take
an international trip, but still maintain that close proximity to the United States.
The novelty of an international trip surpasses that of a domestic one, and our
targets will take advantage of expanding their horizons, but still remaining close to
home.
What is the Unique Selling Position (USP)
Our campaign has a variety of unique selling positions that separate this strategy
from the rest. Flights to our domestic competitors are only a small fraction cheaper
than that of an international flight. Our targets are looking to pay for services, and
the all-inclusive atmosphere provided throughout the coastal regions of Mexico is
far more prominent than other competitors.
Ultimately, the close proximity Mexico has to the United States, and its
international and exotic appeal, will make it a successful selling position to both
our primary and secondary markets.
Positioning
Our goal is to position our product as affordable and attainable, exotic and
all-inclusive. The current campaign is “live it to believe it.” It emphasizes
adventure, culture and entertainment. We want to maintain those values, while
putting an additional focus on the idea that Mexico is a place that accessible to both
our target markets, and will draw them in through its international appeal.
While our domestic competitors can offer some of the same attributes we are
boasting, we will ultimately differentiate ourselves from our competition due to the
exotic nature of traveling to Mexico, as well as the international aspect of the trip.
24
Positioning and Branding
Branding
We plan on branding our product as a unique and exotic location that is attainable
for all demographics. We will stress how our product offers many outlets for
adventure, but more importantly affordable relaxation. Currently, Mexico has a
brand of a fun and lively, exotic getaway. We want to maintain that brand
personality, but we believe it is crucial to put an emphasis on the serene aspects in
order to cater towards more demographics. By making clear that both ends of the
spectrum are attainable at any point during a vacation to Mexico, we know we will
create a successful campaign.
The Scope of the Campaign
For the scope of our campaign, we will be looking at a variety of different
aspects in order to create the most success when messaging our primary and
secondary targets. We will take into account the time of year, the duration, the
time of week and time of day.
Timing: December 2015 - January 2017
The initial campaign outreach will begin in December of 2015. This initial
introduction of the campaign will lead to our message being on the minds of our
primary and secondary targets, including billboards, transport and bar/restaurant
ads.
-2016 Super Bowl: Introduce television advertisement. (High Frequency) We will
run video and print ads until summer. This exposure will lead to trip bookings for
summer trips, and increase chances of those making bookings for winter trips.
(Low Frequency)
-2016 Summer Olympics: We will introduce summer television ads, catering
towards winter trips. (High Frequency) We will run television and print ads
through November catering towards winter trips (Medium Frequency—peaks every
few weeks).
-November 2016-January 2017: We will encourage last minute winter travel to
Mexico with video ads and print ads (High Frequency).
25
17. Positioning and Branding
Time of Week
Print and outdoor advertisements will be running frequently throughout the week
and based on the publications of the magazines we choose to utilize.
Video ads will run throughout the week and on weekends—will differ based on
sporting events and various prime time events throughout the year.
Time of Day
Seniors
5:00-7:00 p.m. evening news—local news has the highest exposure towards senior,
while also having the highest index towards millennials.
Millennials
7:00-12:00 a.m.—primetime and late night programming has greatest exposure to
millennials.
12:00-6:00 a.m.—radio exposure. Monday through Friday, Saturday and Sunday.
Location
Southern United States: Highest percentages of people traveling to Mexico are
from the South. Run ads within Southern regions to continue strong trends, and
increase them in the process.
Northeastern United States: Lowest amount of visitors to Mexico—run campaigns
throughout area to promote awareness and in turn attract more visitors.
Western United States: Area that is similar climate wise to Mexico. Target to attract
visitors that are inclined to explore new, international areas.
Allocation and Emphasis
The index for radio is consistently lower for seniors, and while TV is not very high
either, it is still significant and worth utilizing. Newspapers have a high index for
seniors, and print ads will be utilized.
Local TV is significantly lower for millennials with the exception of primetime
hours—5:00-7:00 p.m. and 9:00-12:00 a.m. which are substantially higher.
26
Message Strategy
We are talking to David and Mary Stein, two seniors who are simply looking to get
away and take a relaxing, yet unique vacation. They are recently retired, and reside
in the Southern United States. They enjoy paying for services, and are looking for
outlets that provide all-inclusive amenities.
Secondarily, Laura and Jane are two roommates from Southern California. They
are looking for the opportunity to take an adventure and go abroad. They work
hard in their day jobs, and are also looking for the chance to relax and pay for
services. They too are looking for the outlets or relaxation and adventure that an
all-inclusive resort would supply.
The Message
The main message our campaign is trying to relay is the idea that Mexico offers a
trip that includes serenity and adventure, excitement and relaxation. All of which is
provided without being overwhelming to plan, while simultaneously
accommodating a trip that is cost effective and filled with activities at a beautiful
coastal resort.
The Key Word
The key word we want to focus on is “Accessible Escape.” We believe this term will
emphasize the idea of the affordability involved when venturing to Mexico, while
simultaneously enforcing the exotic nature of the trip. A trip that provides
adventure and relaxation all at once, all of which happens in a unique and diverse
environment.
27
18. Message Strategy
Why Should You Care?
The term accessible escape is something that is difficult to come by. An escape can
be classified in the vacation sense as getting far away from all of one’s troubles to
really distance oneself from reality. But is an escape always accessible? Going far
can be difficult and costly, and staying close might not provide an appropriate
escape. When venturing to Mexico, a visitor is provided with the best of both
worlds: an affordable international getaway, that offers the ability to escape and
submerge in a world of unique relaxation and adventure opportunities, all of which
are ingrained in an exotic and diverse culture.
Why Should You Believe Me?
Mexico provides a combination of exoticism and beauty to make you feel like you
are getting away, but it also offers enough proximity to the United States that you
also maintain a level of comfort—that comfort could be on a financial front, or
simply the idea of not being too far from home. The escape allows a visitor to enter
a new and diverse country that takes them to a culture different from their own.
28
Message Strategy
What Do You Do After Seeing The Campaign?
Our main goal is to have our primary and secondary targets immediately book a
ticket to Mexico. However, if that is too good to be true, we hope our targets will do
some preliminary research and find out for themselves how accessible and
enjoyable a trip to a Mexican coastal city would be. Simply researching flights could
potentially be enough to convince our targets on the economic feasibility of the trip,
or looking at the different culturally unique and exotic outlets provided through the
many all-inclusive resorts at their fingertips.
How Should You Feel…In General?
We hope you feel happy! Mexico is a destination that is attainable to many people.
It has a close proximity to the United States, yet it is an international trip. For only
$30.00 more, you can fly to Mexico over Los Angeles. But it is not just about the
money. People should be excited that they have a beautiful new country right near
them. Visiting Mexico gives a guest the chance to try new things, yet have a
comfortable and relaxing stay if that is the outlet they are looking for.
How Should You Feel About Our Brand?
We work very hard to ensure that our brand provides visitors with a secure,
valuable and opportune experience. Mexico is a diverse country with endless
opportunities, and we hope visitors take advantage of all it has to offer. We want
our brand to emit those characteristics, and when it does, we know our target
markets will venture to Mexico.
29
19. 30
Creative Brief
The Key Issues
There are three key issues our campaign is trying to address. They are the diversity
of relaxation outlets Mexico has to offer, the uniqueness and affordability of taking
an international trip and the safety of traveling to coastal regions.
What Will the Target do, Feel and Understand?
We want our target to understand that Mexico offers a variety of activities that can
be both relaxing and exciting. We want them to feel that when they come to
Mexico, they can have a safe and enjoyable stay and participate in whatever
activities meet their needs. We hope that they will ultimately feel strongly enough
to look into taking a trip to Mexico.
Key Insight into the Consumer
Seniors are motivated to travel to places that are both novel and affordable. They
are looking to pay for services and relax in an all-inclusive, sociable atmosphere.
The One Thing
We want to emphasize that Mexico has it all. We will do this by highlighting the
accessibility of the escape that can be attained, while further contextualizing this
idea through our slogan of “escape is at your fingertips.” This reinforces the fact
that Mexico is a unique and exotic international destination that is very reachable
due to its close proximity to the United States.
Creative Brief
The Tone
A fun campaign that illustrates the accessibility and diversity of Mexico, without
being too overbearing.
Campaign Manner
The goal of our campaign is to be both informative, and enjoyable. We do not want
to run a campaign that is an eyesore for the markets we are trying to target. Our
goal is to have a campaign that people will seek out just to simply see what we
Mexico has to offer, even if they have no intention of taking a trip. While we have
two markets we are targeting, our hope is to cater to everyone.
Executional Considerations
Both our target markets are on opposite sides of the age spectrum, so it is very
important to make sure we can address both of their needs, while simultaneously
creating one concise campaign. By catering towards their daily routines, and the
different mediums they heavily use, it will be successful.
31
20. Creative Plan
Creative Foundation
Selling Premise
Mexico offers a unique experience close to home for its visitors from the United
States. The opportunity to travel internationally without getting too far from home
will appeal to “seasoned travelers” (couples aged 55+) as well as adventurous
millennials (25-34), looking to escape their working life with simple planning and
ease of mind. We look to highlight Mexico as a relaxing, exciting destination that is
not difficult for people to travel to themselves.
Campaign Theme
Our campaign theme is centered on our Big Idea: “Accessible Escape,” which is
contextualized with the slogan “Escape is at your fingertips.” The term “escape”
shows that Mexico is a destination that is exotic and offers relief or relaxation to
one’s normal life. “At your fingertips” expresses the idea that Mexico is an
achievable vacation destination that is close to home; it helps the audience
visualize themselves actually having a trip to Mexico be within reach. Our tagline is
“we saved a spot for you.” This statement shows that Mexico has room for people to
simply experience Mexico in a relaxing and comfortable way. It also reinforces the
idea that Mexico is close to home and available for travelers to escape from home
with ease.
33
21. 34
Creative Foundation
Other Continuity Devices
We are emphasizing Mexico’s proximity to the United States throughout all
aspects of our creative execution. Our copy is short and straightforward, keeping
in line with our goal to convey Mexico as a simple, proximal vacation destination.
The simplicity of the copy also works to not overwhelm the older audience, so that
they do not get confused or overwhelmed by the complexity of planning a trip. The
images we use are relaxing and peaceful, which help highlight the areas of Mexico
that are safe, full of resorts and beautiful to experience, especially in Riviera Maya.
This will help the audience feel safe and removed from issues in the news dealing
with drugs, safety and poverty. Our images are simple but visually stimulating, easy
for mainly our primary audience to imagine themselves experiencing the scene
for themselves. We are keeping the same Mexico logo and exotic coloring scheme
because it will appeal to both the primary and secondary target markets because
they are looking for an exotic retreat that is different than home, without being out
of their comfort zone or complicated.
Brand Personality
The personality of the brand is not going to be altered so much as it is going to be
streamlined. The previous campaign was much more of a blanket campaign with
a wide array of focal points. We are still keeping this with the new campaign, but
our advertisements will work on targeting the relaxing, safe and less physically
adventurous side of vacations in Mexico. This works with individuals 55+ because
our research shows that they are less inclined to try adventurous new activities, but
would rather spend time relaxing and eating good food. Our campaign images will
focus on Riviera Maya locations because this area of Mexico includes each of these
opportunities for leisure. The brand personality that focuses on fun and adventure
will not disappear, because individuals 55+ are still looking to experience Mexico
and its exotic looks and food. In our television advertisements, we use the
characters from the famous Vacation movies to represent our target market and
appeal to a sense of humor and familiarity that come with these characters. As for
our secondary market, the youthful, more adventurous millennials, we highlight
outdoor excursions such as scuba diving with images of active individuals living out
the experience. Each of these allow for the target market to picture themselves in
the place the ad depicts.
Creative Execution
Print Advertisement
Across all platforms, we strive to be understandable and clear. Our copy is short
and specific and our images are very visually appealing. We keep the landscape
open and free of identifieable people so the audiences can picture themselves in
Mexico. From this we believe our ads will stick in the minds of our audiences, both
seniors and millenials.
35
24. Creative Execution
Direct Mail
40
Creative Execution
Television Advertisement
The television advertisement utilizes Clark and Ellen Griswold, the couple from
the iconic National Lampoon’s Vacation movies, to show how proximal Mexico is
for an older couple from the United States. This advertisement can also be slightly
altered in order to incorporate imagery of the golf and cuisine.
41
25. Creative Execution
Radio Advertisement
The radio advertisement we have created for the primary audience directly relates
to our television ad, in order to create recognition and reinforce our brand and
campaign in the minds of the audience. We highlight proximity and simplicity in
line with our campaign strategy and research.
Primary Audience
SOT: “Holiday Road”
Ellen VO: Where should we go for vacation this year, Sparky?
Clark VO: I don’t know, Ellen. I just want to do something simple and easy now
that Rusty and Audrey are gone.
VO: Want to take a relaxing vacation like Clark and Ellen Griswold? Look no
further than Mexico’s Riviera Maya region. From white, sandy beaches to
outstanding cuisine, the Riviera Maya has it all. Planning a trip to Mexico is
stress-free, putting escape right at your fingertips. For more information on
traveling to Mexico, please go to visitmexico.com. Again, go to visitmexico.com.
Mexico. We saved a spot for you.
42
Creative Execution
Radio Advertisement
Secondary Audience
SOT: Exotic, yet relaxing music
VO: In Mexico, we have everything from white, sandy beaches to outstanding
cuisine. If you’re looking for adventure, we have that too. Our Riviera Maya region
offers a vacation destination that’s easy and affordable. Here in Mexico, we always
try to put escape right at your fingertips. For now, just sit back, relax, and go follow
our Visit Mexico Spotify playlist, and when you’re ready, go to visitmexico.com to
plan your getaway. Again, that’s visitmexico.com. Mexico. We saved a spot for you.
43
26. Media Plan
Campaign Objective
Our objective with this campaign is to expand upon the current campaign implemented
by the Mexico Tourism Board. We are expanding the target demographics on each end of
their current spectrum by strategically utilizing a combination of traditional, interactive
and impact media vehicles to reach and affect our target markets. We will be concentrating
our media efforts in four pulses that we hope will peak at times when our target markets are
thinking about, planning, and executing a vacation no matter what time of the year it is. By
focusing on January, April, July, and October, we will be able to reach travelers at the most
common planning times while utilizing several national vehicles all year long keep Mexico
on our target market’s mind. We will focus on the accessibility of Mexico as our Southern
neighbor while still highlighting the unique and amazing features a Mexican vacation can
offer.
Target Audience
With this campaign we have a primary and secondary target market. It will focus on those
living in the West and South ages 55+ with a lesser emphasis on the 25-34 range. This focus
will expand upon the target demographic of the current campaign to broaden the scope on
both ends.
Campaign
Our campaign will run throughout the 2016 calendar year. We will start it off with a bang,
placing ads in several post season football games and continuing the campaign through
December where we will again have a strong national presence through sports and awards
shows. We have a media presence all year long, however our efforts will be concentrated in
about four months’ time. During January, April, July, and October we will saturate media
platforms to guarantee impressions and then significantly cut back between them. This will
allow us to cost-effectively reach both of our target markets.
45
27. Campaign Overview
Campaign Location
We will be focusing on the West and South. They are the ones most often foreign traveling
(South) and traveling specifically to Mexico (West). We want to focus our efforts in areas
where the idea of traveling is familiar and we are convincing them to come to Mexico when
traveling versus convincing them to travel and come to Mexico when doing so. Within
those regions we will focus on some of the top media markets. Below is a sampling of cities
we plan to use location specific media throughout our campaign such as outdoor, spot TV,
direct mail and local newspapers.
Los Angeles, California; Dallas-Ft. Worth, Texas; San Francisco-Oak-San Jose, California;
Atlanta, Georgia; Houston, Texas; Phoenix (Prescott), Arizona; Tampa-St. Pete (Sarasota),
Florida; Miami-Ft. Lauderdale, Florida; Denver, Colorado; Orlando-Daytona Beach-Mel-
brn, Florida; Sacramento-Stkton-Modesto, California; Portland, Oregon; Raleigh-Durham
(Fayetteville), North Carolina; Charlotte, North California; San Diego, California.
Our emphasis will not shift by season but will rather focus on different markets in the
different pulses to get the most impressions.
Reach and Frequency Goals
In order to get the most out of our media budget, we will concentrate our spending in four
pulses over the course of the year. During these times we will saturate several markets by
increasing reach and frequency and then dialing back spending between pulses. During
these off times, we will use PR efforts as well as placements in cheaper yet still national
platforms to maintain brand awareness. We will concentrate most of our efforts during
the four pulses, however we will also take advantage of cheaper, national platforms all year
long to keep our name out there. This will allow our pulse periods to push well-developed,
consistent, salient messages during popular planning periods and pull back in between.
The various platforms will serve different purposes in reaching our two target markets. For
example, while outdoor ads will be seen by everyone within and outside of our target
markets, our strategic use of vehicles such as radio, magazines, direct mail, and TV will
allow us to narrow in on primarily our 55+ market while still providing ample coverage of
media vehicles our research has shown to be popular among the 25-34 market.
46
Media Selection Overview
The largest section of our budget will be allocated towards TV. Our Simmons data
shows that our primary market does not have a huge online presence, so while our
Interactive Media efforts only take up a small portion of our budget, we believe
that the allocated funds have been placed to effectively reach those 55+ who are in
fact online as well specifically target those in our 25-34 range who are significantly
more likely to be using these types of platforms. We have also allocated a
significant portion of our budget to magazines for their national coverage and
reasonable CPP.
47
28. Media Selection
Early Fringe: Early fringe TV viewing (4-7:40 pm) is popular among those 55+,
with 75% of them viewing at this time as well as 55% of 25-34 year olds.
-Channels include: adult swim, comedy central, MTV, VH1, AMC, CNN, Fox News,
Hallmark, Weather Channel, CNBC, A&E, Discovery Channel, ESPN, and History
Major Sports Events: Provide exposure to millions of people, live aspect of sports is
expensive commodity but increases likelihood of a successful placement and
impression
Sports draw a national audience and our spending on sports will both bolster our
pulses and help transition between them when we are spending on NFL and MLB
regular and post season play that is popular among both markets.
National Radio: National reach with cheaper price than regional options,
opportunity for high frequency to maintain/increase brand awareness and vacation
buying
Morning Drive: National radio provides a large reach and the opportunity for a
high frequency due to its low CPP. The morning drive time is popular among both
of our target demographics, with 52% of 25-24 year olds and 45 % of 55+ people
listening.
Evening Drive: The evening drive time is more likely listened to by our secondary
market with 58% of them listening during this time, however the evening drive
audience is still consisted of 27% 55+ members. This allows us to simultaneously
reach both of our target demographics.
Daytime: Daytime radio draws the largest 55+ audience, with 49% of them
listening during this time. They make up over one third of listeners at this time,
making it a concentrated time and place to reach them.
49
Media Selection
Awards Shows: Opportunity to target based on interest and age while still reaching
a large audience
Major/Minor: Both levels of awards shows are ways to reach a specific audience.
For example, our 55+ audience was more likely than the average person to watch
the Academy Awards while those 25-34 were much more likely to watch the MTV
Awards.
National TV: Wide reach due to increased audience size, still able to narrowcast
based on show and time, cable presents opportunity to target specific markets
based on channel type and audience demographics, cheaper alternative to
comparable national options
Primetime (Cable and Traditional): Primetime TV has the largest audience and will
deliver messages to mass amounts of people. While our target demographics are no
more likely than the average person to watch primetime, this mass audience (73%
of those 25-34 and 82% of 55+) will allow us to reach mass quantities despite our
limited placements due to cost. Cable Primetime will offer the opportunity to
narrow cast while still reaching that large audience.
48
29. Media Selection
National Magazines/Newspapers: National reach yet maintaining some specificity
with the type of magazine/newspaper, specifically catering towards those popular
among both 55+ and 25-34
Magazines: Our 55+ market makes up a considerable portion of several magazine
audience, specifically AARP (80%), Readers Digest (58%), and several others with
at least 50% of readers falling above the age of 55. For the 25-34 age group, about
33% report reading Parade Magazine and 25% read People.
Newspapers: Newspapers are more used among the 55+ demographic, with about
35% of each newspaper’s audience being comprised of this group. Although the
25-34 age group only makes up about 13% of the audience, the combined result
is that about half of any given newspaper’s audience is within one of our target
demographics.
Magazines will include: AARP, National Geographic, Parade, USA Weekend,
Readers Digest, Time, Newsweek, People, Better Homes and Garden, Cosmo
Newspapers will include: Weekday USA Today, Weekend NYT
Spot National/Cable TV: Geographically target an area, specifically during a pulse
when saturating the market to skyrocket brand awareness and maintain/increase
buying habits
Cable Primetime: Placing ads on primetime guarantees that large audience
however when it is on cable it allows us to narrow in on your target demographic
by choosing the appropriate channel.
Daytime: Daytime TV draws a smaller audience but it is concentrated with our
primary target market. Of those watching TV from 10 am – 4 pm, 42 percent of
them are 55+. Utilizing spot daytime TV saves a lot of money, since national
daytime TV is almost three times as expensive yet reaches the same regional
audience we are targeting.
Early Fringe: Again, Early Fringe TV is a cost effective day part to utilize. It
reaches almost as many people as primetime at a much more reasonable price.
Utilizing it also in Spot allows for a regional emphasis in concurrence with the
national effort. 50
Media Selection
Channels include: Adult Swim, Comedy Central, MTV, VH1, AMC, CNN, Fox
News, Hallmark, Weather Channel, CNBC, A&E, Discovery Channel, ESPN, and
History as well as ABC, CBS, and NBC local news
Banner Ads: Reach people on platforms that could be indirectly associated with a
Mexicovacation, place ads on sites related to traditional media consumption for
repetition and recognition
We will place ads on shopping websites, USA Today’s website, NYT’s website, the
web versions of magazines, channels and sports we have placements in, as well as
weather websites. We will have 5 banner ads per month all year long, alternating
between these options to get the most online impressions.
Direct Mail: Provide target market user paced, informational ads, can be
geographically targeted, can lead to unlimited impressions
Cities will include the largest media markets in the South and West. We will target
those 55+ living in these areas who have vacationed in the past 5 years to try and
bring them to Mexico for their next vacation
Digital Media Placements: Provide visibility on sites crucial to the buying process
as well as Facebook, a platform used by millions of people within and outside our
target market
Our Simmons and primary research revealed that travelers, especially within the
25-34 age range research and execute vacations online. These as placement on
websites involved in this planning will be very valuable.
51
30. Media Selection
SEM: Aids in guiding media audiences searching related words and phrases to the
desired/appropriate online platform
Words include: Mexico, Mexico vacation, escape, relaxing trip, simple vacation
planning, easy Mexico vacation, best Mexico vacation, we saved a spot for you,
escape is at your fingertips, Mexico Tourism Board, simple Mexican trip, all in-
clusive resort, all in one vacations, Mexican resorts, best Mexican resorts, safest
Mexican resorts
Spotify: Ability to specifically target 25-34 market through a newer platform most
likely used by those with more developed knowledge of technology
Our Simmons data revealed that this age group is not any more likely than the
average American to listen to traditional radio however their use of online
radio platforms is much higher, so we have chosen to place ads on Spotify to reach
them.
SEO: In order to direct even more desired traffic to our website, we have chosen to
embed several words and phrases into our website.
Words include: Escape is at your fingertips, we saved a spot for you, Mexican
Tourism Board, Mexico vacations, easy Mexican vacation, safe international
travel, best Mexico vacation, best vacations for seniors, best vacation for
millennials, safe Mexico resorts
52
Pulsing Strategy
Travelers plan vacations at all times of the year, however we will be
concentrating our efforts around four common planning months while
maintaining a media presence throughout the remainder of the year. Our
primary research showed that trip planning occurs anywhere from 3-12 months in
advance of the vacation. To accommodate this endless cycle of planning, we have
structured our campaign such that the pulses are three months apart and at least
three months in advance of a common vacation time. Vacations are common in
summer, October, Late December/Early January, and March/Early April. These
times gave us a basic framework from which we planned our four pulse periods
which will occur in January, April, July and October. While our media buys will
predominantly saturate these months, our PR efforts as well as cheaper media
platforms will help to bridge the gap between pulses by maintaining our visibility
and reach.
53
31. Pulsing Strategy
January Pulse:Heavy concentration on post-season sports (Bowl
Games/NFL Playoffs) with the Super Bowl following shortly after in February,
Grammys, national and cable primetime TV, national and spot early evening
fringe TV, morning, daytime and evening drive national radio, national general
and women’s magazines, outdoor ads, rich digital media 693 GRPs
April Pulse: MTV Movie Awards, direct mail, national and cable
primetime TV, national and spot early evening fringe TV, morning, daytime and
evening drive national radio, national general and women’s magazines, outdoor,
rich digital media 505 GRPs
July Pulse: Local newspaper nationally, national and cable primetime TV,
national and spot early evening fringe TV, morning, daytime and evening drive
national radio, national general and women’s magazines, outdoor, rich digital
media 493 GRPs
October Pulse: MLB post season, direct mail, national and cable
primetime TV, national and spot early evening fringe TV, morning, daytime and
evening drive national radio, national general and women’s magazines, outdoor,
rich digital media 559 GRPs
Between Pulses: Between pulses we will maintain a presence on many
media platforms, however we will scale back spending. We will still maintain
internet banner ads, implement standard unit digital media on certain websites,
as well as limited spending on TV, magazines, and radio. We will also benefit from
the Summer Olympics, Super Bowl and awards shows falling just out of our pulse
ranges but still considerably contributing to our GRPs. 830 GRPs
54
Media Expenditures
Below are the media expenditures and buying flow charts for our campaign.
After setting aside $3 million for PR contingencies, the remaining $57 million will
be distributed across Impact and Traditional media platforms. The majority will
go towards television buys, especially high impact national events. We have
allocated every dollar of the remaining funds to get the most out of this budget.
We made sure to pick vehicles that not only targeted our desired markets, but also
targeted a lot of them. We sought to place ads on platforms that had large
audiences comprised of our target markets. While we also utilized more
concentrated vehicles, we made sure to take into account the fact that while an
audience may be almost entirely those who are 55+, for example, if it is a smaller
total audience in comparison to other options, a less concentrated larger audience
may end up being more cost-effective.
55
33. Public Relations Plan
Status/Trends of Public Opinion
From a Glance
For the most part, Mexico tourist destinations are safe. However, according to
several stories and news coverage about violence in the Mexican drug war, it has
people believing otherwise. Overall, Mexico is not that favorable amongst
Americans, but it is the number one international destination for them due to its
proximity to the United States.
Social Media
Social media platforms have been a way to track what has been happening in
regards to Mexico tourism. One of Mexico’s U.S. competitors, Texas, had a “battle”
with Mexico Tourism Board over Spring Break advisory a few years ago. Mexico
Tourism Board confronted the Texas Department of Public Safety advisory on
YouTube, Twitter and PR Newswire when they were “urging Spring Breakers to
avoid traveling to Mexico because of continued violence….” Meanwhile this “battle”
was occurring through social media platforms, the U.S. Department of State issued
a travel warning for Mexico in September 2010 stating that Mexico should take the
safety of U.S. citizens seriously . Despite the warning by the Texas Department of
Public Safety the past few years and this year as well , thousands of students are
expected to go to Cancun or Puerto Vallarta for Spring Break this year,
although some parents are against traveling to Mexico due to some unsafe beaches
like Acapulco.
Travel Advisories
A travel advisory from the U.S. State Department citing criminal incidents in
Mexican resort destinations, Acapulco and Mazatlan, has Mexico Tourism Board
stating that security and business development continue to be their key focus.
Although millions of Americans do visit Mexico without incident each year, out-
side of war zones, more Americans have been killed in Mexico in the last decade
compared to any other country outside the U.S. The number of U.S. deaths jumped
from 35 in 2007 to 113 in 2011. With that said, security in Mexico depends on
where someone is, making one place dangerous and another place safe. However,
the media focuses more so on the negatives, creating paranoia for potential
travelers.
59
34. Status/Trends of Public Opinion
In Comparison
In a Gallup Poll posted on February 19, 2009, it states that one of Mexico’s
competitors, Canada, remains American’s most favored nation and that another
competitor, Great Britain, nearly ties Canada for that top spot. Favorability toward
Mexico has fallen since 2005, which could be due to “heightened attention to illegal
immigration from Mexico, as well as to intensifying violence in the Mexican drug
war.”
Another Gallup Poll posted on February 16, 2012, measured how favorable people
in the U.S. view foreign countries. More people have a favorable view of Canada
and Great Britain in 2012 than they did in 2011. Mexico also rose in favorability
with it rising six percent from 2011 to 2012. Although Americans view Mexico more
favorably in the past years, it is “still below the 67 percent to 74 percent
ratings seen from 2001 to 2005.” Historically, the majority of tourists come to
Mexico from the United States, but the decline in tourists’ from some of the
violence issues matches up with the decline in favorability. There was also a survey
on the overall opinion of Mexico (shown below in the chart) . This further
demonstrates that although Americans view Mexico more favorably in the past few
years, it’s still below the high levels seen a decade ago. The U.S. State Department
urges people to not overgeneralize their opinions about Mexico because it is a vast
country. Areas in the north are less safe than the main tourist destinations near the
Riviera Maya and even Mexico City, which more people are realizing .
60
Status/Trends of Public Opinion
Fly or Drive
Another topic of discussion in regards to tourism is the low gas prices in the United
States. With falling gas prices, Mexico may see high numbers of United States
tourists in 2015. With “lower gas prices and a stronger dollar, Americans are
expected to take a record number on international trips in the next couple of year.
Their number-one destination will be Mexico, thanks to that country’s proximity
to the United States.” It is stated that many visitors will drive to Mexico although
some will be flying. According to Michelle Grant, travel research manager at
Euromonitor International, Americans will stay away from countries that are
unstable, which Acapulco has suffered from due to the violence and instability.
Grant stated, “Americans are more aware of the things that are going on globally,
thanks to the speed with which information travels now but they understand that it
can be very localized. The Mexican government has done a good job of
convincing Americans that it’s safe to travel to certain parts of the country.”
According to Euromonitor, most Americans will travel by land in 2015 and air
travel is likely to be following.
Close Proximity
According to the New York Times, Americans travel close to home when they travel
internationally. According to Euromonitor, Mexico will be the most popular
international destination as they were the first place last year and California will
continue to be the most popular tourism destination when it comes to domestic
tourism. Michelle Grant notes that people from California and the border states
travel there the most from the U.S. Coming in second place is Canada and
following that is Great Britain.
For the Future
Overall, changing representations of Mexico tourism in the media will help change
the associations people have with Mexico. They will avoid the areas in the north
and notice that the tourist destinations in Mexico are nothing but safe, welcoming
and relaxing. They will also associate Mexico tourism with its rich culture, history,
cuisine and beautiful beaches.
61
35. Media Tracking
Mexico’s Past
According to the article, Mexico’s building boom is aimed at the tourist, Mexico’s
tourism is heading in the right direction. This article was published awhile ago
when Mexico was frantically building hotels, villas and condominiums, plus new
golf courses to grow its tourism. A substantial amount of the financing for this
expansion was taken care of internally by private investors, the nation’s banks and
by the National Tourist Development Fund.
Miguel Guajardo, director general of the National Tourism Council of Mexico, said
one of several governmental goals was to develop bigger and better freeways to cut
distances and driving times to prime resorts such as Acapulco. Mr. Guajardo also
mentions that tourism has a high priority in Mexican affairs because it generates
employment. This is good not only since tourism has been found to be one of the
most labor-intensive industries, but also because more than 65 percent of Mexico’s
population of 62 million (which annually increases) is under 25 years of age, which
leaves there to be a wide degree of unemployment and under-employment.
Although the youth felt as if being in a position of serving was demeaning, attitudes
seem to be changing and there is a growing realization that people in those jobs can
become wealthy.
Overall, Mexico’s greatest asset is its people, according to Mr. Guajardo, which
also seems to be true according to our primary research (see below). Also, although
it seems as if Mexico is just an area of constant construction for tourist projects,
thousands of miles of beautiful beaches remain untouched on both sides of
Mexico’s coasts and other delightful places remain hidden in the mountains and in
other areas of Mexico. Plus, Mexico has wonderful weather year round and also has
reasonable prices within their shops and restaurants .
62
Media Tracking
Mexico’s Present
For many years, the news has been dominated with violence and drug cartel
killings in Mexico. This, inevitably, has hurt Mexico’s tourism as people decided to
travel somewhere else that is safer. This negative press gave people negative
impressions of what Mexico is like. This began a divide from those who had been to
Mexico in the past and those who only “knew” Mexico through the media
coverage. So, Mexico had to act on this and change their image. However, they
could not necessarily depend solely on an ad campaign that focused on the beauty
and safety in Mexico, as prospective foreign visitors would listen to the news over
their campaign. So, Mexico decided to do something a little different that would be
rooted in credibility, while not dismissing fears. In this case, that meant they would
organize the storytelling along thematic lines to engage different interests of
different audiences. For example, they brought in the fact that Mexico was home to
one of only two World Heritage Cuisines.
This is how the process worked for Mexico according to the article, Lessons from
Mexico on how to revive tourism. First, they had to have Americans understand
that while the violence in Mexico is real, it was nowhere near where they would be
on vacation. Next, the Mexico government had the U.S. State Department revise
its warnings to very specific state and city localities, which has become helpful for
travelers. The next step was using social media to encourage American bloggers
and tourists who actually knew and loved Mexico to tell other prospective travel-
lers to not fear Mexico, which unlike an official voice, creates credibility. Lastly,
by learning the interests of each group, by using social media and search analysis
tools, they then presented their destination as an amazing option for them to
further their passions.
Mexico’s Future
Tourism and destination branding and marketing today should be the reverse of
the old school marketing approaches. Destination marketers must first listen to
each audience in each market in order to better understand them and realize what
their own, current interests are, instead of simply pushing the destination at them.
This is how our campaign works.
63
36. Stakeholder Analysis
Employees in the Tourism Industry
Tourism creates jobs, whether that is through direct employment within the
tourism industry or indirectly in sectors such as retail and transportation.
However, if these people spend their wages on services, this will lead to even more
jobs, which is known as the “multiplier effect”. The downfall to jobs created by
tourism is that they are often seasonal and are low paid.
Mexican Government and Companies
Successful tourism depends on roads, hotels/lodging, etc., and the government is
in the spotlight for covering the cost of this infrastructure, which ends up coming
out of tax revenues. The improvements to these new leisure amenities that result
from tourism can benefit the local community. On the other hand, the money
generated by tourism can be given out to international companies, such as hotel
chains, and not always to the locals.
Residents of Mexico
Tourism has the potential on infringing on human rights, with locals being moved
from their land to allow for new hotels or beaches to be there instead. This may
lead to the destruction of traditional cultures and values in that particular
community.
Cruise Lines
U.S. cruise lines have stopped visiting Mexican ports in the past due to negative
images of Mexico in U.S. media, according to Euromonitor International. This was
a factor in forcing hotels to lower their rates. However, Mexico tourism was
projected to have growth, which prompted many private investments from some of
the world’s leading hoteliers.
64 65
Stakeholder Analysis
Past Tourists and Potential Tourists of Mexico
Despite bad press and travel warning, Mexico continues to gain tourists from the
United States. Mexico has a wide range of options for tourists whether they want to
relax, be adventurous, or learn the history and culture of Mexico. Mexico
offers plenty of Grand Tourism and Special Category hotels in order for the tourists
to have a positive experience and want to return. This will also help attract future
tourists to Mexico .
Hotels
Hotel chains in Mexico, as well as individually owned lodging offered to tourists,
are both affected by tourism. Mexico offers plenty of Grand Tourism and Special
Category Hotels, but both need tourists in order to thrive.
American Government
President Barack Obama has recently praised Pena Nieto, the Mexico President, for
focusing on structural reforms and working to decrease violence in the
country. The American government, as a whole, wants its’ citizens to be able to
travel to their vacation destination of choice safely .
Travel Companies
These travel companies are in need of Mexico’s tourism to thrive (or maintain it’s
tourism rates) in order to continue selling properties to potential buyers. If Mexico
tourism numbers decline, then people will be less likely to purchase vacation spots
in this country and the companies will be left with excess property and therefore
lose money.
37. 66
Stakeholder Analysis
Past Efforts
Since Mexico’s economy relies heavily on tourism, the bad images of Mexico
tourism in the media relating to violence and drugs have made tourism drop.
According to Rodolfo Lopez-Negrete, chief operating officer of the Mexico Tourism
Board, Mexico has been recuperating and having a strategy of bringing the tourists
back to Mexico by showing them that Mexico is still in great shape. This task was
achieved as numbers quickly rose in international tourism in Mexico as well as in
hotel occupancy in the years after 2010.
The Mexican government launched a marketing campaign in 2011 in order to help
improve the country’s image abroad by trying to reach Europeans. This task in
appealing international tourism towards Mexico did not end there, as Mexican of-
ficials also encouraged the opening of a direct flight from Beijing. Also, starting in
2010, the country relaxed its visa requirements for foreign tourists. As a result, the
number of foreign visitors outside the U.S. rose 23 percent since 2009, according
to Lopez-Negrete. So, as they were able to reach international travelers through
their strategy, they also needed to bring back American tourists in order for Mexico
to boost its intake of tourism dollars . We are bringing those American tourists
back.
67
Primary Research
Mercury MediaWorks gathered information mainly on our primary target market,
seniors, through in-depth interviews. This primary research showed that our main
target market, people ages 55 and plus, love to sight see and fine dine to experience
new cuisines while on vacation. They also enjoy learning about historical events,
as well as the opportunity to relax and enjoy family time together in a new scenery
and change of climate, specifically by the oceans.
Aside from asking what joys they love about being on vacation, we also asked them
some questions on the logistics of vacationing. The research states that most of our
target market likes to fly if possible, however, with the lower gas prices they do not
mind driving as an option. People ages 55 and plus tend to plan for their vacations
anywhere from two to three months in advance. However, for more expensive and
longer vacations over the summer, Christmas break and spring break, they may
plan all the way up to a year in advance. Lastly, they get most of their information
about where the best places are to travel from their relatives and friends.
However, Mercury MediaWorks also conducted in-depth interviews and sent out
surveys to people in our secondary target market as well to get a better grasp on
their thoughts. This primary research showed that our secondary target market,
people ages 25 to 34, were very active in taking vacations and especially went to
warm climate areas. If they did happen to travel to Mexico in the past five years,
Riviera Maya was the top place millennials traveled to.
This target market likes to get out of their regular routine and enjoy new scenery.
Activities for them that are appealing are hiking trips, however, this research shows
that if they have traveled to Mexico before, then tend to enjoy Mexico for its natu-
ral relaxation atmosphere and to get away from the busy life. If the person has a
family of their own, they tend to go to Mexico just with their spouse and enjoy the
all-inclusive resorts. Millennials seem to prefer flying as they tend to go to further
destinations and like to get to the place quicker to enjoy their time there. They also
tend to go on vacation during the winter months and find information on good
travel destinations from not only their friends, like seniors, but also from Google
and other online sources. Lastly, this secondary target market will sometimes do
“last-minute” deals, but mainly start to plan their vacations anywhere between
three months to a year in advance.
38. 68
Primary Research
One of the millennial interviewees who have traveled to Mexico previously stated,
“My favorite part about the vacation experience is the workers who take care of
us. They are so pleasant and nice. They have always treated us very well and seem
grateful to have us visiting their country. I also enjoy the beautiful scenery,
beaches, food, culture, warm weather and the all-inclusive packages. I also think
Mexico is reasonably priced.” From a public relations/promotions perspective, it is
important to note that security concerns affect millennials more so than seniors in
their decision to travel to different countries. So, it is necessary to show that
Mexico is a safe place to travel, aside from the few parts of the country that are
dangerous.
69
Public Relations Strategy
Statement
Our campaign theme is centered on our ‘Big Idea’: “Accessible Escape,” which is
contextualized with the slogan, “Escape is at your fingertips” and the tagline being,
“We save a spot for you.” Therefore, the public relations strategy is centered on this
‘Big Idea.’
Our campaign will be over the length of a year, January 2016 to December 2016.
Within this year there will be four months, January, April, July and October that
we are specifically going to be placing our ads in. Since our primary research
indicates that both the seniors and millennials will plan for a vacation anywhere
from three to twelve months, we are doing a pulsing strategy. This allows for those
four months to be useful for people who either plan a vacation early, late or on
time, depending on what time of the year they will be traveling. These four months
may fluctuate a little, however, as the Super Bowl is the first week in February and
the summer Olympics are in August, which we will be placing ads in both of these
events.
Our campaign goal is to have our message reach our primary and secondary target
markets, have them agree with our message, thus having them plan a vacation to
Mexico. My public relations goal is to have Mexico become the number one place
for United States tourists to travel to internationally. The objective is to increase
Mexico’s tourism by having my publics know that it is a safe place to travel to. My
PR strategy is to promote Mexico tourism through the use of radio and Spotify
promotions, along with having a press conference for a great partnership.
39. 70
Public Relations Strategy
Issues of Importance: How to Manage Opinions
Safety (Millennials): Safety is a concern for most people when they travel, however
it is of more discussion when people are traveling to Mexico due to the negative
media coverage of drug related violence. According to our primary research,
security concerns affect millennials more so than seniors in their decision to travel
to different countries. However, it is necessary to show that Mexico is a safe place
to travel to, aside from the few parts of the country that are dangerous. To do this,
I will embark on a geography teaching tour in the U.S. This means that I will make
it clear that although the violence is real, it is nowhere near the places they will be
visiting.
Values and Attitudes (Seniors): Nearly 53 percent of those that are 55 plus are
only looking to relax on their vacations, therefore they like to create their own trip
with relaxing opportunities provided for them. Also, many of these seniors that
are making trips to Mexico are concerned about having the ability to stay in touch
with their friends and family back in the states. Lastly, around 44 percent of people
55+ love getting the best deals for the products they buy. Mexico in itself covers
the first two with its naturally relaxing atmosphere and the tourist destinations are
well connected technologically. However, I will take on this last attitude/value that
seniors stand by, which is appreciating deals and taking advantage of them. I will
manage this through direct mail marketing. This type of advertising will allow me
to get to the seniors directly as most seniors do not get their news from online
outlets. There will be two times throughout this campaign that we send this out,
April and October, and each set will have 100,000. This will cost about $261,895
each. This direct mail for seniors will not only advertise their longings of taking a
relaxing vacation in Mexico with many opportunities for them to pursue if inter-
ested, along with the “Accessible Escape” ‘Big Idea’ we are focusing on, but also a
wonderful promotion of having all of the all inclusive hotels in the major places,
such as Cancun and Riviera Maya, be up to 50 percent off. This will draw appeal,
with the goal of hopefully having our primary target market take action and plan a
trip to Mexico to enjoy this beautiful leisure destination.
71
Public Relations Strategy
Media/Press Relations Strategy
Media Relations: I plan on maintaining regular contact with the media that c
overs travel and Mexico, which will especially be useful in a crisis. I will be
doing this by doing interviews with the journalists and getting to know the local
and national editors and journalists. By giving the journalists what they want, but
also maintaining the image of Mexico Tourism Board.
Media Contacts
• Business Wire
• Business Insider
• ABC
• NBC
• CBS
• The New York Times
Storytelling: Relationships are essential to media relations’ success. The key to this
is figuring out a storyline that resonates strongly with the news outlets and blogs’
audiences while still maintaining our (the client’s) strategy and the key messages
that are being shared to the public.
Event Planning: Public Relations Tactics
Who Is The Story About: The story is about the Mexico Tourism Board.
Who Is It Relevant To: We are focusing to reach our primary and secondary target
markets of seniors, people 55+ and millennials, people 25-34.
Where: We will be focusing our efforts in the Southern and Western United States.
When: Friday, February 19th, 2016
What: Introduction to the Mexico Tourism Board’s new partnership with TLC
Why: This partnership is important for three reasons.
1) TLC will allow us to reach our primary target market, seniors.
40. 72
Public Relations Strategy
2) Encourage Behavior Advancing The Brand: Targeting a business is important
because many millennials work for companies that are in positions to offer
incentives to their employees. This will provide TLC with the resources to promote
trip rewards to Mexico as incentives to not only their employees, but also use as
product placement in their television shows. These reward incentives will be a
trip for two to Riviera Maya. Only two of these will be given out to the employees,
which TLC will decide, and four will be given to people on the show, “Four
Weddings”, where the winner will receive a week long honeymoon trip to an
all-inclusive resort in Riviera Maya. These four shows that Mexico will be placed in
will be on the “off season” of our pulsing strategy.
3) Free Media: This partnership will continue to improve the safety of Mexico
tourism and it will help get the word out through social media as I will be live
tweeting from the event and posting updates on Facebook and LinkedIn.
Backgrounder
TLC: TLC, The Learning Channel, is an American basic cable and satellite
television network. TLC was initially focused on educational and learning c
ontent, but by 2001 the network began to primarily focus towards reality-style
series involving lifestyles, family life and personal stories. A majority of the people
that view TLC and its programming are our two target markets.
Four Weddings: This is a reality-style show involving four brides/grooms that are
the ages of our secondary target market. They attend each other’s weddings and
rate them out of four categories: dress, venue, food and overall experience. At the
end of the show, they discover which of the couples won based off of votes: their
prize being a free luxurious honeymoon.
Riviera Maya: Tourism is a major industry in the region of the Riviera Maya. The
Riviera Maya coastline used to consist of small fishing villages, but has since been
developed into a modern tourist area offering high-end luxury resorts, fine dining,
nightlife, spa retreats, shopping and golf. It is home to some of the most beautiful
beaches in Mexico lining the Caribbean Sea.
73
Public Relations Strategy
Press Release
The press release is at the end of this document.
Leveraging Digital Content: Although the press release is useful, in order to keep
this information visible and looking visually appealing to the public, there will be
news articles of this partnership on the TLC website along with Business Wire.
Media Vehicle Selection: Other Promotions
Internet (Seniors and Millennials): This will be used on the two specific websites,
TLC and Business Wire, to get the press release out there for the press conference
held in February introducing the new partnership. This will include the product
placement as well.
Estimated Cost: Press Kit: $30,000. Product Placement: $500,000
Prize Giveaways (6, one week long vacations in Riviera Maya): $25,000
Spotify (Millennials): This will be used to promote Mexico tourism through our ad,
but also to introduce our promotion of having up to 50 percent off all-inclusive
hotels in Mexico. This will be running along side the ads we are already doing and
this will only be during the four pulsing months of our campaign, January, April,
July and October, as well as during the Super Bowl and Olympics. This will be
reaching the millennial market. Alongside the promotion for spotify, there will be
an extra feature of following the free, “Visit Mexico” playlist. This playlist has all of
the favorite beach music for those who are ready to relax or are up for an
adventure. Some of the songs include, “Beer in Mexico” by Kenny Chesney and
“Toes” by Zac Brown Band.
Estimated Cost: Spotify: $9,250
Radio (Seniors): This will be used to promote Mexico tourism through our ad, but
also to introduce our promotion of having up to 50 percent off all-inclusive hotels
in Mexico. This will be running along side the ads we are already doing and this
will only be during the four pulsing months of our campaign, January, April, July
and October, as well as during the Super Bowl and Olympics. This will be reaching
the primary target market of seniors.
Estimated Cost: $2, 913 (Morning Drive)
