Brief
In 2008, position Mexico as a premium destination for UK travellers with travel trade, media and consumers.
Action
- Secure industry partners to co-support high end media visits and other activity.
- Place interviews and comments in travel trade media for tourism board Director.
- Luxury briefing – bring together tourist board, hoteliers, airlines and tour operators at a ‘round table’ event with key luxury editors and writers for a personal briefing by tourism board Director.
- Affinity activity with Black Tomato – ‘Slice of Mexico’ launched travel provider’s new premises with media party. Tequila tasting for key media at high end tour operator, co-hosted by renowned TV mixologist.
- Taste Mexico – food markets at two high end outdoor London venues with live entertainment.
- Throughout, maintaining relationships and activity with more mid-market partners and media so as not to alienate another core market for Mexico.
- Support tourism board’s other initiatives including World Travel Market, cultural events, partnerships with Mexican suppliers and eateries, travel agent training and outdoor advertising (buses, taxis, railways stations).
Results
- Collaboration with Black Tomato, Azure Collection, Rosewood Hotels & Resorts, Orient Express, Banyan Tree, Mandarin Oriental, Starwood, British Airways.
- Consumer media coverage: Conde Nast Traveller cover story; Sunday Times Travel Magazine, FT How To Spend It, The Observer Wanderlust…
- Travel trade coverage: TTG Luxury cover feature; interviews and comments in ABTA, TTG, Travel Weekly, Luxury Briefing, Selling Long Haul…
- Buzz within travel media about Mexican culture, cuisine, art.
- Raised consumer awareness of high quality and authentic Mexican cuisine and spirits.