Brief
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.
- 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.
- Support tourism board’s other initiatives including World Travel Market, cultural events, partnerships with Mexican suppliers and eateries, travel agent training and outdoor advertising.
Results
- Condé Nast Traveller cover story, Sunday Times Travel Magazine, FT How To Spend It, The Observer, Wanderlust.
- 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.