Strategic Campaign: Visit Mexico

Calor Communications Jesse Tovar Amber Heiden Elise Rose Kate Goodwin Lara Tiramani

Table of Contents 5

Situation Analysis - Amber Heiden, Research Director

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Campaign Strategy - Jesse Tovar, Account Director

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Creative Plan - Elise Rose, Creative Director

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Media Plan - Kate Goodwin, Media Director

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Public Relations Plan - Lara Tiramani, PR Director

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Appendix 3

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Situation Analysis

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Background Company Overview Mexico Tourism Board, or Consejo de Promocion Turistica de Mexico (CPTM), was established in 1999 to develop and encourage growth in their country’s tourism industry. The company provides support to city infrastructure, travel agencies, airlines and hotel chains in order to boost domestic and foreign visitor traffic. According to the Northwest Chapter of United States-Mexico Chamber of Commerce, Mexico Tourism Board “brings together the resources of federal and state governments, municipalities and private companies to promote Mexico’s tourism attractions and destinations nationally and internationally” [2].

Mexico Tourism Board announced in 2011 that their “national priority is to be among the top five tourist destinations in the world” [18].They strengthen the tourism industry throughout Mexico by promoting Mexico’s historical culture, clear waters off of warm beaches and small adventures like surfing, diving and kayaking [1]. In the past they have worked with agencies like Ogilvy, Havas Media, Vantage Strategies, ZenithOptimedia and Publicis to communicate messages about the best destinations like Cancun and Puerto Vallarta, or to build an understanding of current events that affect the tourism industry [9]. They use a wide array of media outlets like social media, trade fairs, road shows, journalists and travel agents to build brand image and combat negative public attention, as you will read in later analyses.

Situation Analysis

Mexico Tourism Industry Tourism is Mexico’s second largest contributor to GDP, up from third in 2012 when travel and tourism direct contribution was 5.6 percent of GDP [14,7,21]. Mexico’s tourism industry directly supplied over 3 million jobs in the same year [21]. Out of 184 countries, Mexico ranks #11 with an estimation of over 24 million international travellers in 2013 spending about MXN$169 billion [21].

International travel only accounts for approximately 18 to 20 percent of the country’s total tourism in larger cities like Mexico City and Acapulco [12].

Domestic travellers are the largest group of travellers in Mexico, making up nearly 60 percent in 2009 [19]. Among those traveling to Mexico from outside the country, tourists from the United States and Canada accounted for 7.5 million people arriving in 2012, which is approximately onethird of Mexico’s total international travellers. This number is expected to increase to 8.1 million by 2017 [7]. The second largest inbound traveller source is Europe with 1.6 million tourists in 2012 [7].

Foreign travellers increased 6.5 percent into Mexico from 2011 to 2012 and is expected to increase another 2.1 percent in 2014 in correlation with a stabilizing U.S. economy. Mexico’s growing popularity mainly stems from the increased support and investment in infrastructure related to travel such as hotels and airlines. Private sector investments have increased about 50 percent in the last ten years to US$1.6 billion in 2012 [7], most of the investments being hotel chains such as the Hotel Hyatt Place or EXPO Mundo Imperial [12]. The airlines, which is the most popular method of international visitors in Mexico, are also improving with a new terminal in Mexico City and several more flights offered from airlines like Aeromexico [7,12].

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Background Mexico Tourism Industry Continued

The market has room for expansion. Currently there is an increasing interest in destination weddings. Mexico offers all-inclusive resorts and beautiful seaside scenery at low prices compared to other nearby countries. There has also been a slight increase in Middle Eastern and Asian visitors, so Mexico Tourism Board has opened offices in these regions, though the U.S. brings the most tourists into Mexico followed by Canada and the U.K. [1]

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Situation Analysis

Recent events in economic and political sectors led to a decline in the tourism industry in both the United States and Mexico starting in 2008, around the same time the H1N1 (swine flu) virus was also scaring travellers. The U.S. and Mexican economies had floundered, Mexico lost about 5.2 percent of daytrip tourists and 0.1 percent overall, but are now stabilizing and consumer spending has seen an increase since 2012 [7]. Drug-related crimes and violence in Mexico have been a concern in the recent past as well. However, most of the activity was in regions not popular with tourists and is currently being controlled [14]. Despite the downturn, the industry has been growing in increasing amounts since 2010 [1]. Business Monitor International predicts that the industry will continue growing into 2014 [7].

Consumer Analysis The Affluent Traveler Target Market- Travelers: The typical American travels by airplane to Mexico on a leisurely vacation to relax at a hotel near the beach. They are married with children, but 44 percent go just as couples compared to 30 percent traveling with their family [19]. Most tourists traveling to Mexico from the United States have graduated college, own their home, have a household income of $100,000 or more from a professional job, and are physically and mentally active [20].

Non-Travelers: Mexico Tourism Board would not target consumers who are uninterested in travel or culture.

Those who do not travel are younger than 30, have incomes below $30,000, rent a house or apartment and have never been married. They like to go out at night with their friends rather than stay at home or do family-related activities. Their consumer confidence level is very low. [20]

Situation Analysis

Travelers

Non-Travelers

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Competitve Analysis Border Countries with Sunny Beaches

Mexico is a country that can offer travelers any kind of fun, relaxation or adventure. They just need to know which area to visit to get the most out of their experience. Since most of the travelers come from the United States because Mexico is nearby, Calor Communications focuses on competitors near U.S. borders. In comparison to this campaign’s focus destinations in Mexico - Cancun, Los Cabos, and Mexico City - the following countries also offer the tropics and a variety of activities that draw a similar crowd to their beaches.

Puerto Rico: Puerto Rico’s customer base is the U.S. making it susceptible to economic downturn during periods of low confidence levels among Americans. They have a wide variety of attractions out of the waters such as casinos, shopping, nightlife, historic sites and interesting land features. [6]

Hawaii: Hawaii is bouncing back from a decline in domestic tourism from the loss of flights and cruises to the islands. The consumer confidence level is slowly rising and, with it, domestic travel also rises. Their target market is close to that of Mexico Tourism Board, though slightly older, with similar water and relaxation-focused activities but fewer differentiated places to visit.

Bahamas: The Bahamas receive mostly U.S. travelers and, thus, easily succumb to U.S. economic downturns. They are also susceptible to extreme weather like hurricanes. Despite these pitfalls, they lure tourists with warm sand and water activities both on and under the water. Among those visiting are primarily U.S. families. [4] Jamaica: Jamaica has had similarly bad publicity in civil unrest leading to violence, so consumers may be leary of travel warnings. Despite such occasional disturbances, Jamaica’s scenery is tropic beauty and the country offers plenty of activities on land and sea. Their main international visitors are from the U.S., Canada and UK as well. [3]

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Situation Analysis

Dominican Republic: The Dominican Republic has a rapidly expanding tourism market and is developing infrastructure to allow more growth after recovering from an earthquake in Haiti and a cholera outbreak in 2010. The foreign travellers are mostly U.S. residents and the domestic residents are from South American countries like Argentina, all enjoying similar attractions to Mexico Tourism Board such as beaches, history and ecotourism. [5]

Competitve Analysis Mexico versus Competitors

Situation Analysis

This chart compares 3 destinations in Mexico to 5 competitors that are in or near the United States

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Brand Analysis Current Brand History Throughout the years, Mexico has proved to be a destination favorite of North American travelers.

Close enough for a short travel time but far enough away for a taste of paradise, Americans have flocked to the shores of mexican beaches in popular destinations such as Cancun, Puerto Vallarta, Cozumel, and more.

Tourism is the second driving force of income for Mexico, right after oil. Americans have a long-term tourism relationship with Mexico that has been cultivated over the years and passed down through generations, but as of late, tourism has taken a hit due to violence and drug cartel presence. There have been American deaths in Mexico due to these crimes and word of mouth and assumptions have made Americans hesitant to travel to Mexico.

However, when looking at the details of these violent crimes, it becomes clear that the American tourist is not the target of these crimes. Of all the deaths attributed to crime in Mexico, 20 were Americans; of those 20, 17 were Americans working in the drug industry. The other three were Americans who unfortunately were in the wrong place at the wrong time.

In order to combat this reputation Mexico had acquired, the Mexico Tourism Board began new marketing campaigns such as, “The place you thought you knew” campaign, in which they depicted travelers in situations different from the usual resort-type vacation. In a commercial, a young boy and his father are scuba diving in the underwater museum in Cancun, exploring caves, and whale shark diving. This campaign sought to reinvigorate American travelers with a taste of something new and fresh while combating the violent assumptions placed on Mexico.

In one of the commercials, the driver, a paid actor, asks the travelers about the safety in Mexico, in which these Americans respond with “Totally safe” and “I would definitely recommend it. Everything you hear on the news is not what you experience down there.”

The Mexico Tourism Board should continue to emphasize the importance of Americans talking to Americans about Mexico.

As of right now, the biggest setback holding Mexico as a brand back is fear of violence and harm, but this can be changed with similar campaigns to the taxi project. Also, highlighting other interesting aspects that travelers might not know about such as historic landmarks and museums are key to targeting new travelers other than the resort and beach goers.

With the right campaigns and timing, Mexico can shed their current reputation and embrace an upwards trend in tourism once again.

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Situation Analysis

The Mexico Tourism Board also understands that word-of-mouth is one of the strongest influences on their tourism rates and capitalized on this during their “Mexico Taxi Project”. In 2011, the tourism board hid cameras in taxi cabs of Americans traveling back to the airports and filmed them while asking questions

Media Analysis Usage of Media The Mexico Tourism Board has utilized various forms of media, in order to get their message across to their targeted markets. From a YouTube channel with over 200 videos to a mesmerizing sign in Times Square, their media choices are meant to target vacationers on multiple fronts. The following research was conducted about the current state of the Mexico Tourism Board’s usage of media.

Situation Analysis

After analyzing the Simmons survey data, we found that there was no correlation between television usage and traveling internationally. We can take this into account in one of two ways. One, people who travel internationally do not have defined TV watching habits. For example, taking into account the trend that consumers having less uniform television habits (i.e. watching programs via the Internet), it is harder to find one specific type of program that international travelers tend to gravitate toward. We will simply choose programming that will capture the attention of our target market. This, in combination with multiple forms of media, will hopefully bring traveling to Mexico in the forefront of their mind.

Another conclusion drawn from the data is that the Mexico Tourism Board does not target Americans specifically by advertising during primetime television spots. After researching the Mexico Tourism Board’s channel on YouTube, it turns out that they are doing a lot of target of European tourism markets. For example, their advertisements available on YouTube are meant for French or UK tourists. Their most recent uploads for their “Live it to believe it” campaign were uploaded to YouTube on February 13, 2014. These high sensory videos display the cuisine, adventure, history and visual beauty of Mexico. Our next step is to alter these videos for American travelers. They seem to be highly effective for European travelers, why can’t we do the same for Americans meant for specific television programs, YouTube and other social media platforms?

The Simmons survey data also reveals that print advertisements in magazines have proved to be correlated with those who have traveled internationally within the last three years. With indexes over 120 (meaning they are more likely to travel internationally than the average American), readers of Women’s Fashion and Beauty, Travel, and Airline magazines are the most likely populations to travel internationally. Based on this media research, our campaign will be placing ads in these magazines, particularly in the travel and airline magazines. Those particular magazines are going to be read by those who already engage in traveling behavior and will be more likely to be receptive to an advertisement about choosing Mexico has their next vacation destination.

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Media Analysis Mexico Tourism Industry Continued The current video content from former campaigns is uploaded on YouTube, which is a very cost effective way to get some free exposure to Americans. However, this plan is flawed as the video content is both ineffective with the typical American tourist (or even just simply, typical American) in mind as well as in a flooded source of millions of videos. They are extremely long-winded and lack the information that American tourist are looking for. When it comes to video that is meant for social media, the Mexico Tourism Board did not do themselves justice.

If we are going to properly utilized social media, we need to come up with a way to create appropriate and catchy videos meant for social media platforms. In addition, maximize our views across the Internet by using social media platforms ideal for vacationers with plenty of contributed user content (i.e. photos with Instagram and short videos with Vine).

Lastly, the Mexico Tourism Board has advertised on taxis and in cities to reach potential American tourists, sparking an interest in visiting Mexico. An example of this is the prominent Times Square Sign that launched in September 2013. It’s big, bright and beautiful with video of sunny beaches and amazing Mexico views. It would be an extremely effective allocation of the media budget, especially during the beginning of fall through middle winter to target spring break and summer vacation planners. This plan is attention grabbing to New Yorkers. How can we effectively integrate this into other cities (especially the ones with a mild to harsh winter)?

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Situation Analysis

In addition, the Mexico Tourism Board has put celebrities up front in the media to endorse and create an uplifting and positive image for Mexico. These celebrities include Marc Antony and Jennifer Lopez. According to “Emotion and Evolution: The New Normal in Tourism Marketing,” these celebrity endorsements, as well as positive experiences from average tourists, have really had a positive impact on American perceptions of Mexico. When it comes to media usage, this has been a successful effort on the part of the Mexico Tourism Board to disseminate negative imagery of Mexico. However, they are not making efforts to maximize this exposure by

1) getting multiple celebrities and

2) presenting this vital information across multiple

media platforms in a presentable format to

Americans.

Creative Analysis Past Campaigns In 2011, the Mexico Tourism Board implemented taxicab confessions, which included candid conversation pulled from hidden cameras in cabs around Mexico. This campaign, known as the Mexico Taxi Project, featured many commercials of what is believed to be unedited clips of people reminiscing on their vacation in Mexico to their cab or limo driver. In the clips, vacationers admit that they were extremely happy with their trip, felt safe during their trip, had easy travel and other topics such as this [13]. The New York Times notes that this campaign also includes advertisements attached to the commercials, which focus on highlighting attractions such as Cancun and Puerto Vallarta [13].

Situation Analysis

The Mexico Taxi Project was an addition to the “The Place You Thought You Knew” campaign a year prior. This campaign lasted for several years, and focused on turning around public opinion of Mexico. The many advertisements that came with this campaign have a large focus on the natural and historical places of Mexico, in hopes of differentiating themselves from other countries [9].

Mexico’s “The Place You Thought You Knew” campaign seemed to launch very inconsistently, and there was not a large promotion attached to the launch time.

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Creative Analysis Past Campaigns Continued In 2013, the Mexico Tourism Board launched a campaign in hopes of combating the negative press about their country. The “Live it to Believe it” campaign specifically targets certain cities as perfect tourist destinations by highlighting the many different activities that can take place during a Mexican vacation. Riviera Nayarit and Puerto Vallarta were at the center of this marketing campaign, but other cities such as Los Cabos, Mexico City, and Cancun were also included in advertisements.

“Vallarta-Nayarit”, as it appears on advertisements, were grouped together in hopes of generating influx to the whole area of Puerto Vallarta and Riviera Nayarit. However, according to the Mexico Report [8], the Mexico Tourism Board hopes to differentiate between the many destination cities.

Advertisements were aimed to have an emotional appeal to consumers, which is why they included little information about the destinations. To create the emotional appeal, wide shots of the beauty as well as the benefits of Mexican resorts lasted for about 3-4 seconds during commercials. The tagline “Live it to Believe it” closed the ads. Many commercials included in this campaign featured an individual dreaming of a vacationing in Mexico from their home. Advertisements included both men and women, and showcased the many luxuries of a Mexican vacation. The advertisements also stressed on the natural beauty and historical sense to the country. The Mexico Report [8] also notes that this campaign was launched in late August and early September, and only ran until the end of that year.

The Dominican Republic, a main competitor for Mexico, just recently launched a new creative campaign in early 2012. According to the Dominican Republic Ministry of Tourism, this campaign is focused around social media, in order to encourage social interaction on multiple different applications and websites. The Dominican Republic hopes the social media interactions will cause consumers to feel closer to their tourist area, which is also highlighted in their tagline, “Dominican Republic is closer than you think”.

Another large competitor for Mexico, Puerto Rico, has recently launched a new campaign in 2013, with the main tagline as “Five Star Island”. The new campaign, which is continuing for the next three years, has a large focus on their online website, www.seepuertorico.com, in order to create website awareness. Furthermore, each advertisement is created to look like a Trip Advisor review, creating the feel of reviews from real tourists.

Our research on past campaigns show that there is potential room for improvement in different areas, which will be described in our Creative Plan.

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Situation Analysis

Competitor’s Campaigns

Public Opinion Public Opinion and Stakeholder Analysis Public fear is the main problem facing Mexico tourism. Tourists have been deterred by crime and violence in Mexico. Drug related crimes are the most prominent factor affecting the public mindset. Outlets providing information on travel to Mexico, such as the U.S. International Travel Reports, can be misleading about the extent of these crimes and foster a negative public opinion.

Health safety concerns and the status of the U.S. Economy have also negatively impacted public opinion.

Despite these factors, in recent years Americans travel to Mexico has increased. According to Business Monitor International, international tourism to Mexico is projected to continue to increase between 2014 and 2018, with the U.S. being the top market for Mexico’s inbound tourism [7]. Our campaign aims to curb negative public opinion by forming strong public ties and providing accurate information on the status of tourism in Mexico. Supportive data and a more detailed explanation of public opinion can be found in the public relations plan.

Stakeholders for the Mexico Tourism Board: The primary stakeholders for the Mexico Tourism Board are the Mexican Government, the U.S. Government, hotel chains that service Mexico, travel agencies and employees in the tourism industry. More information and an analysis of key stakeholders can be found in the public relations plan.

Situation Analysis

Public Opinion and Stakeholder Analysis There have been many past efforts to combat these public relations problems.

In 2013 the “Mexico: Live It to Believe It” campaign was launched. It promoted the rebranding of Riviera Nayarit and Puerto Vallarta to increase tourism. The campaign was awarded three first place prizes by the Travel Weekly’s “Magellan Awards” in 2013. To raise awareness of this campaign the Mexico Tourism Board held an event at the New York Museum of Natural History. The event hosted over 400 guests, including key stakeholder such as travel agents, industry associates, hotel chains and tour operators. Various Mexican Government officials and the CEO of the Mexico Tourism Board also attended the PR event.

In 2011 the Mexico Tourism Board proposed a “Mexico Taxi Project” promotion. This effort attempted to mend public relations by portraying real Americans candidly speaking about their experience in Mexico. These PR efforts were geared towards increasing Americans trust in Mexico’s tourism.

The Mexico Tourism Board launched “The Place You Thought You Knew” campaign in 2010. To counter the negative press at the time, this campaign focused on telling a new story of Mexico and the positive opportunities tourists have. The campaign along with an increased PR effort to deter negative press, helped to increase tourism to Mexico.

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SWOT Analysis Strengths Variety of attractions from culture and history to water adventure Developing infrastructure to meet increasing demand of foreign travellers Affordable, yet nice hotels or all-inclusive resorts Borders the U.S.

Weaknesses Relies on United States economy Negative publicity about drug cartels and violence in Mexico directly affects the tourism industry, therefore affecting GDP Unpredictable violence in a few areas

Threats

Different destinations in Mexico offer unique marketing strategies

Potential upswings in violence or drug cartels in the media

Stabilizing U.S. economy

Caribbean competitors all have similar attractions as Mexico Tourism Board

Stabilizing consumer confidence levels Forecasted growth in tourism spending

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U.S. citizens easily deterred by economic downturns or negative media concerning violence against tourists

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Situation Analysis

Opportunities

Campaign Strategy

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Objectives & Strategies Primary Target Market: Busy Midwestern Family

Jack Longhorn, age 45, lives in a house with his wife Laura, who he met after college, and their two children Jackson, 16, and Josh, 13. Their home is in Hinsdale, Illinois, a suburb of Chicago where Jack grew up. Jack is the in-house architect of a large construction company based out of Chicago. Laura is a legal secretary. Together he and Laura pull in about $152,000.

Secondary Target Market: Down-to-Earth Diva Lisa Schaeffer, age 32, lives in a small house in Greenville, South Carolina with her husband of three years, Brett, and their two-yearold daughter Emma Leigh. Although Lisa loves her family, she is social and goes out every Friday evening for drinks with coworkers after a long week at her job as a business development analyst.

Their annual household income is $48,000.

Lisa likes to stay busy by visiting parks and museums, taking mini-vacations, and scrapbooking her trips and family when she gets the time. She stays in close contact with her old college buddies, too, and every summer they plan a trip to a place where they can go out dancing at night and explore a different culture during the day.

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Campaign Strategy

The Longhorn family is generally healthy and active. In his downtime Jack reads Forbes during his lunch hour, then spends his weekends watching football, which he keeps track of in order to boost up his Fantasy Football team. He and his boys occasionally still play catch and football on Saturdays or Sundays, but generally Jackson and Josh are off doing their own thing with friends and in school sports. Jack and Laura don’t mind a quiet afternoon once they are both home from work.

They can sit and talk about the latest news or watch a talk show before bed. When Jack gets his two-week vacation, the family likes to spend time in areas with activities that suit each member of the family. Jack wants to relax, Laura wants to soak up some sun on the beach and the boys enjoy being in the waves.

Objectives & Strategies Tertiary Target Market: Business Casts A Wide Net

Campaign Strategy

Turner Construction Company (www.turnerconstruction.com) is international with a main office in New York, New York, several offices throughout the U.S., across Europe, India, Asia, the Middle East and Mexico. Turner has been a partner of Grupo Marhnos out of Mexico City since 2009. Their core values are “teamwork, integrity and commitment.” With such a wide net of employees, about 5,200 of them, spread throughout the globe, Turner executives and workers must travel to connect with each other as well as to build. A company so large is must have a managed travel program to keep costs low and guarantee a particular schedule (Mintel: Booking Business Travel, 2013), not to mention the hotel must be an excellent piece of architecture.

Competitive Advantage Mexico Tourism Board will focus on Cancun, Los Cabos and Mexico City to accentuate the “A New Adventure Every Time” campaign. These three pieces of Mexico contain the myriad of sights and activities that MTB’s target market would enjoy. There are places like Cancun that were built to host millions of tourists, keep them comfortable and entertained on hot sandy beaches and ancient civilizations. Los Cabos has plenty of nightlife for those who prefer moonlight dancing after tanning in the sunshine. Finally, Mexico City is the metropolitan side of Mexico with art museums and convention centers for business executives who want to see the vibrant schemes of Latin America.

Our international competitors, the Dominican Republic and Puerto Rico, also offer sunny beaches and a splash of fun amongst crystal waves. However, Mexico’s government has been supporting and expanding tourism infrastructure for longer than these two neighbors of the U.S. Mexico is much more prepared to host large numbers of tourists from many countries, whereas the Dominican Republic and Puerto Rico mainly rely on their all-inclusive resorts to contain their visitors.

Tourists to such small and still developing countries will get the comforts of home, but no one goes to another country for the homey comforts. Each new visit to Mexico allows for a different view, another round of activities and the opportunity to be among the locals.

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Branding Envisioned Branding Our campaign will be branded with the slogan: “A New Adventure Every Time,” which encapsulates the cultural lure of Mexico and the vast field of opportunities travelers possess. Each time they visit Mexico, they can experience it in a completely new way, and there is always room for discovery. Based off the research we have done, Mexico was ranked #11 out of 184 different countries for international travel in 2013. Mexico has a pretty high positioning on the travel market and has a long-term relationship with American travelers in particular, but Mexico still has a potential for growth. We aspire for Mexico to crack the top 10 next year when the 2014 statistics are released.

As for our brand personality, we have based our campaign on two major keywords: tranquility and culture. When people think of Mexico we don’t want to only have them imagine beaches or Americanized-versions of Mexican food and living. Rather, we want to bring an honest and culturally accurate feeling to our advertising and promotional materials for Mexico, that show it’s true and vibrant colors to our target markets. For our branding strategy, we will rely on our creative advertising, social media, and word-of-mouth through PR events that will share and spread our ideas across audiences.

Positioning

Dominican Republic - Inexpensive all-inclusive resorts - Limited potential outside resorts - Developing tourist infrastructure Puerto Rico - Ease of transition because it is part of the U.S. - Sufficient variety of activities - Increasingly accessible via airlines and cruises Hawaii - Tropics within the U.S. - Focus on relaxing vacations - Mostly Resort-only Accommodations

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Campaign Strategy

Mexico - Myriad of destination choices - Historic and local culture available to tourists - Stable infrastructure

Campaign Scope Timing & Seasonal Our campaign will take place from summer 2014 to spring 2015. The main seasons of travel to Mexico are summer and winter. July to September and December to January are the major target travel months for primary and secondary consumers. July to September targets customers on summer vacation. December to January targets our customers on winter vacation. February to April are the major travel months for our business to business target.

Launch Rather than a single launch event we will hold multiple events to engage stakeholders, maintain continuous contact and form a community around our efforts for the Mexico Tourism Board. We will hold events at least five months before their target travel months. The first event will introduce our new campaign and focus on the December to January target markets. The second event will introduce our campaign tactics for our February to April target markets. The third event will be a follow up event and focus on our campaign tactics for our July to September target markets.

These are described in further detail in the public relations plan.

Campaign Strategy

Geographics For both different types of targets, both the family oriented and the “independent” individual, we will be targeting the surrounding suburbs of cities in the Northern East Coast as well as Midwest.

These cities include: New York, Chicago, Minneapolis/Saint Paul, Indianapolis. The inspiration behind these cities is “escaping” the fall and winter cold, targeting families and individuals who will be dealing with the winter blues.

Timing Because the typical Mexico travel season is during two time periods, the “Winter Vacation” from December to January and “Summer Vacation” from July to September, we will concentrating our advertising media from Fall 2014 to Summer 2015, attracting those people who will be booking vacations during this time. Our campaign timing is attempting to inspire winter vacationers, spring breakers, and summertime visitors to act on our advertising media! The Fall 2014 timing will capture the attention of those looking to book a tropical vacation during Winter to Summer 2015, while the Summer 2015 campaign will both solidify our brand position with consumers as well as get the attention of those looking to book Winter 2016.

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Campaign Scope Media Mix Our campaign strategy will highlight three different forms of media: television, print, billboards, and social media. We are hitting both our target markets on the road, in the home, and in between the pages of their reading material.

Television The Primetime Targets: The only correlation between television watching and likelihood to travel to Mexico are those who watch travel shows. Therefore, we are going to be using our television media to target audiences who are most likely to be looking to leave the country. This means utilizing channels like the Travel Channel and National Geographic. In addition, we will look into buying spots on TLC and HGTV, targeting Wedding and DIY shows to attract the independent female, who may be looking for a vacation spot for their honeymoon or girls’ weekend.

Public Broadcasting for Positive Reputation: In addition, we plan on forming a partnership with a trusted channel like PBS, a channel that features travel specials. By forming a partnership with PBS, we will be boosting our reputation in a positive direction, because PBS is a trusted, respected as well as educational channel. This way we could feature some of the historical perks of Mexico in a reputable setting. This channel would attract the family, looking to have a relaxing as well as education vacation for their children.

Airplane Ads: A large portion of those who travel to Mexico read the magazines that are provided on airlines. We will be allocating some of our print ad budget to target the businessman, who laboriously travels across the country working, remind him that he needs to take a well deserved vacation. These magazine ads, like Sky from Delta and Spirit from Southwest Airlines, will lure in the busy American worker.

Magazines: We will also place ads in various magazines to target both markets. Magazines like Time, Advertising Age, and Businessweek will attract the attention of our businessman target looking to treat his family to a vacation. Then, we will place strategic advertisements for the “fun and independent� female in magazines like Marie Claire, Cosmopolitan, and Glamour.

Billboards Cold, Winter Cities, Tropical Billboard: In our targeted cities and their surrounding suburbs, we will place bright and colorful billboards on high commuting routes. Because both our primary and secondary targets have jobs that may involve a commute, we can capture the attention of both.

Ideally, this billboards will be electronic with moving pictures of vivid blue waves against, for example, a cloudy Chicago sky.

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Campaign Strategy

Print

Message Strategy After extensive research, our team identified the primary target market as males, ages 40 and 49, with a wife and kids. As a college graduate, he works in the business and corporate world, making $100,000 or more. Our secondary target market is women, between the ages of 30 and 34, who may be single or married, making an annual income of around $45,000. Lastly, our tertiary target will be businesses, as a way to encourage corporate involvement in tourism and international travel.

Campaign Strategy

Throughout this campaign, we plan on specifically differentiating each destination within Mexico, and we hope the consumers will understand that every place in Mexico is special in its own way.

We want consumers to understand with all the different oceans, destinations, and historical aspect of Mexico, there are endless journeys when one travels here. This is why our main message for this campaign will be “A New Adventure Every Time”, which also hopes to encourage consumers to experience all the travel locations within Mexico. Two focus words that will circle this campaign will be tranquility and culture. The word tranquility will speak to those in hopes of a relaxing vacation, while also subtly correcting negative biases about the country. This campaign will also focus on the cultural quality to Mexico, by highlighting the unbeatable cuisine, historical monuments, and the amazing features in Mexico. As a way to communicate this message to the consumer, we plan on using a combination of oxymoronic or contrasting statements, such as ‘so close but so far away’, while avoiding stereotypical pictures or images of touristic places.

After this campaign, we hope consumers understand that Mexico is the ideal destination for all types of vacations. Furthermore, we hope that tourists continue to travel to Mexico, and even try to travel to a new place they have yet to visit. We hope to prove to businesses that Mexico is fitting for international business meetings. Through our advertising, promotional events, and media presence, we want all consumers to feel they want to be in Mexico. We want our consumers to feel intrigued by our campaign, while also knowing that this is a realistic opportunity for them. Consumers should care about this campaign because vacationing and travel has remained consistent desire for all Americans throughout time.

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Creative Brief Our slogan for the campaign is “A New Adventure Every Time,” and this also explains the tone and main idea of our campaign as well. Through our advertising we seek to showcase some of the more unique places in Mexico that don’t get as much face time that other popular resort areas typically get. We want to move beyond the cliché images of beaches and include new sites such as deep sea exploring, caves, hiking and wilderness, and culture-enriched towns and cities.

We seek to display a different side of Mexico in each of our advertisements in order to appeal to different personalities within our target markets. Returning to our slogan, this campaign will have a sense of escape from reality, and will portray Mexico as an adventure-filled experience that is only one short flight away for American travelers.

The three main issues facing Mexico in respect to tourism are the economy, health concerns, and the mindset of tourists regarding safety and violence in Mexico. For the Mexico Tourism Board, the one thing we need to communicate is that Mexico is just as beautiful as it has been, and that the recent incidents of violence and drug abuse do not apply to tourism. News headlines and sensationalized story telling have clouded the mindset of American travelers, and we will strive to bring the clarity to these issues through our advertising.

Something to consider when executing our creative materials is that while we are striving to clarify misconceptions held about Mexico, we do not want to do so in a crude or desperate manner.

Rather, we will let the story tell itself through our advertisements, which will contain messages that allude to the points we are seeking to get across. Also, with social media becoming ever more prevalent, a specially catered approach to social media will be necessary in order to be successful to younger markets, such as the children of our primary targets.

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Campaign Strategy

Through our advertising, Calor Communications seeks to instill a feeling of wanderlust into our audience. By showcasing aspects and visuals of Mexico that are not as well-known or cliché as the beaches, we want our target markets to be inspired by the culture and choose Mexico as the location for their next set of adventures. Some key insights we can ascertain from our target markets is the importance of family for primary main target, The Longhorn family, and that affordability is an important factor for our secondary target, Lisa Schaeffer.

Creative Plan

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Message Elements Calor Communications has created an in-depth, multi-media campaign that integrates all different types of advertisements. This year-round campaign will strategically highlight the best parts of Mexico in order to appeal to all of our target markets.

Our Goal Our theme is built around the need to differentiate Mexico from all other tourist destinations. We will highlight the fact that Mexico has so much more to offer than just beautiful beaches. On top of the amazing cuisine, culture, and history in Mexico, all of the tourist destinations are unique to themselves. Mexico is different from many other tropical vacations because of the multiple different, unique vacation spots. With the wide array of destinations to choose from and numerous activities to do at each, travelers will never have the same vacation twice. This created our campaign slogan, “A New Adventure Every Time”, which will be next to the colorful Mexico logo in every single advertisement.

Message Strategies All of our ads are focused on the adventures and experiences that unfold in Mexico. All three commercials highlight the exciting activities offered in a Mexican vacation. This theme will also be emphasized in our print advertisements, such as the advertisement featuring 4 popular actions for tourists in Mexico. We also have multiple advertisements featuring the actress Jennifer Aniston, who will appeal to both target markets concurrently. As a celebrity that consistently vacations in Mexico, Jennifer Aniston will show our target markets that you can never visit Mexico too many times, and that each trip brings a new journey. The following pages provide examples of what our advertisements will look like.

Creative Plan

Unifying elements Our campaign continuously encourages an interaction from the audience. In addition to the slogan, each advertisement also says “Share Yours”, urging the revealing of your story. We are inspiring viewers to create their story on a vacation in Mexico, and then tell others that story afterwards.

This interaction will come from the QR codes on our print magazine ads, where viewers can scan the code from their smart phone. The code will then take them to www.mexicotourismboard.com/ anewadventure. This website will have a feed of Mexico Tourism Board’s Twitter and Instagram, and the feeds will be re-tweeting any post about a Mexican vacation or a post that features a picture from a Mexican vacation. All the people that are retweeted by the Mexican Tourism Board will then be entered in our “A New Adventure Every Time: Share Your Experience” sweepstakes.

Our second interactive advertisement is a postcard that will be mailed regionally. The post card will feature a picture of a message in a bottle on the beach. The bottle, which will be made out of a plastic baggy, will have an actual piece of paper that the viewer can take out and write their story.

This interactive postcard will play into the idea of the consumer sharing their story.

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Broadcast Advertisements 4.

1.

NATSOT: Lots of noise in the background: Lawnmower, dog barking. You see an angry child.

VO (Dad’s voice): I was going to teach him how to swim like this.

SOT: Music playing NATSOT: Waves crashing, faint talking and

5.

2.

VO: The vacation was everything I could ever want, and so much more. That’s my story, what’s

VO: But then we went to Mexico, and I ended up teaching him so much more that I expected NATSOT: Laughing and fun music playing

A new adventure every time

Share Yours.

SOT: Fun, peppy music playing NATSOT: Bubbles blown under water

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Creative Plan

6.

3.

1.

Broadcast Advertisements 4.

Puerto Vallarta

VO: But then when I was in Puerto Vallarta, I took an amazing excesion where I zip lined, rock climbed and swam in a waterfall. So that’s my story.

Two women chatting on a couch, as the one on the right picks up a book that holds all of her pictures from the table in front of her. She starts to explain her adventures in Mexico.

2.

5.

Cancun

A new adventure every time

Creative Plan

She flips to her first page, and the pictures turn 3-D VO: When I was in Cancun, I got to experience the Mayan Ruin and I shopped at little boutiques along the strip near my hotel. (Flips page)

Page flips and words appear

6.

3.

Cabo San Lucas

Share Yours.

VO: And on my next trip I went to Cabo, where I finally had authentic Mexican cuisine. The combination of the harbor and te amazing nightlife made this trip unforgettable. (Flips page)

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Page flips again and words appear

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1.

Broadcast Advertisements 4.

VO: Life is stressful, work is hard, and days are long. Relaxing at home just isn’t enough.

2.

VO: Which is why I always choose to go to Mexico on my vacations.

SOT: waves on the beach, slurping a drink

6.

In the middle of a yoga pose, Jennifer Aniston turns to the camera VO: I get to do everything I love to do, and so much more. It’s easy to see why I keep coming

A new adventure every time

Share Yours.

VO: With unbeatable cuisine and nightlife....

SOT: Mexican instrumental music

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Creative Plan

3.

5.

VO: And an unlimited amount of activities, Mexico has so much to offer. I never get bored on my vacations here.

Creative Plan

Print Advertisements

It’s hard to pick just one thing to do, so try them all.

Scan this QR code into your phone to write your story and be entered in our sweepstakes!

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A new adventure every time

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Print Advertisements Jennifer Aniston explores Mexico.

So can you.

Scan this QR code into your phone to write your story and be entered in our sweepstakes!

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Creative Plan

A new adventure every time

Print Advertisements

Creative Plan

Trade your briefcase for a beach towel and escape.

A new adventure every time Scan this QR code into your phone to write your story and be entered in our sweepstakes!

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Outdoor Advertisements

Escape. A new adventure every time.

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Creative Plan

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Interactive Advertisements

Creative Plan

All of our print advertisements are interactive media, as the QR code on each warrants an action from the consumer. Furthermore, we will also utilize direct mail for another form of interactive media. The postcard will feature a piece of plastic as the bottle, with a real piece of paper inside that consumers can take out. On the piece of paper, there will be the QR code to the website to enter in the sweeptakes. The back of the postcard will explain what consumers are to do with the QR code.

Take the paper out of the bottle to write your own story.

A new adventure every time

Scan the QR code into your phone to share your story and be entered in our sweepstakes!

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Radio Advertisements

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Creative Plan

SOT: quiet phone ringing, shuffling of papers, keyboard typing (3 seconds) Voice 1 [male voice]: Hey Jack, the day is finally here! Congrats!

Voice 2 [woman voice]: Jack! Big day today, I’m excited for you!

Voice 3 [male voice]: Jack, my man! It’s the day you’ve been waiting for for so long! You’ll have so much fun.

Jack: Today is the day… I can’t believe it’s finally here! The day I take my vacation to Mexico.

SOT: Mexican instrumental music Jack: I just can’t wait to experience the amazing culture. My tastebuds are watering for the authentic Mexican cuisine.

SOT: crunching of taco/chips Jack: I have been practicing my salsa moves, so I know I’ll impress.

SOT: Maracas shaking Jack: I even get to bring out my daring side. I’ll finally get to go parasailing….

NATSOT: wind blowing and screams from afar Jack: and maybe even see a waterfall!

NATSOT: rushing water Jack: and on top of all that, I get to relax on the beach without any stress. Aren’t you jealous? Find your own story in Mexico. A new experience every time.

Media Plan

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Background Media Plan Goals The media plan addresses our three key issues—economy, health, and safety—by attempting to reach our target markets through multiple media platforms:

Economy—to remind Americans that a trip to Mexico is an affordable escape from our busy, daily lives.

Health—to convince Americans that the Mexico tourism industry puts health concerns first.

Safety—to improve Mexico’s reputation by putting forth a positive image and fami ly-friendly environment.

All of these issues can be addressed by multiple exposures to our creative campaign. We will successfully do this by reaching our target markets during many times of the day, particularly taking advantage of the “end of the work day” feeling. This tired feeling at the end of day a long day’s work will make it easier to convince our target markets as well as the average working American that they are in need of a vacation. As a place of wanderlust, where “new adventures” are created every day, an advertisement from the Mexico Tourism Board will be a brief and well-received break from daily life.

Target Market

Media Plan

Our campaign media decisions’ main goal is to attempt to reach our primary and secondary target markets, as well as those who have an influence over them. For Jack Longhorn, this influencer might be his wife. We will attempt to utilize timing and media outlets that would specifically impact Jack, while simultaneously sway his wife. For our secondary market, Lisa Shaeffer is our potential consumer to plan a fun trip with friends. Lisa’s influencers are her college friends and close knit group of co-workers. They bond over their shared television shows and suggest magazine articles. By targeting both Lisa and her friends, we taking advantage of groups of friends’ need to share.

However, this is not to say that we narrowly focus our media platforms on solely our target markets. By investing in national television, radio, and magazines, we are ensuring that we do not miss a single future Mexico tourist. By making our campaign media interactive, we invite many different groups of consumers to consider Mexico for their next adventure.

Timeline We are basing our campaign timing off of the two travel periods: 1) Winter Vacation during December and January and 2) Summer Vacation during May through late August. For these reasons, we will be concentrating our campaign media starting Fall 2014 through late Spring 2014, during booking season. Our campaign timing is supposed to attract the families going on winter vacation as well as increase bookings for summer vacation. Ideally, our media plan will continue into Fall 2015 and solidify a brand image with Americans, increasing the number of vacations in Winter of 2016 and beyond.

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Background Campaign Calendar

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Media Plan

As noted in the calendar above, the campaign will start September 2014, giving three months before the Winter Vacation time period. The campaign will continue on through the winter months, as an attempt to capture the attention of those planning summer vacations during the months of February and March. Between January through March, the campaign will be steady, and it will begin to slightly decrease in April. There are three solid months of campaign timing before summer vacation.

The campaign decreases from April through August, because consumers are bombarded with summertime media during this time period. Our media platform timing will not be as useful during the summer, as people are less likely to book a trip during vacation time.

Background

Media Plan

GRPs by month

As noted in the GRP flowchart above, we are planning to have a steady stream of media from September through March, with only about a 40 GRP difference range between the main campaign “focus” months. Since we want to improve our reputation into a safe and positive adventure, we will be using the tactic of high frequency over a long period of time. After a high frequency campaign, we plan to drastically decrease in GRPs during May through August, because consumers will most likely not be planning vacations during this time period. Our potential consumers will likely already have vacation plans or not be planning a trip in 2014. However, as seen in the GRP numbers above, there will still be a Mexico Tourism Board presence in the media during the summer in order to maintain and solidify our image with the American people.

Geographics Our media campaign will be both nationally and regionally targeted. We will be using national media to capture the attention of both our target markets as well as the rest of the American population. Regionally, we will specifically focusing our advertisements around the Midwest where Jack Longhorn lives, so cities with middle class suburbs like Chicago, Minneapolis/Saint Paul, and Indianapolis. In addition, we will be regionally targeting our secondary market’s location. Lisa Schaeffer lives in the southern East Coast, so we will be regionally targeting cities in states like South Carolina, North Carolina, and Virginia. All of these regions have a defined fall and winter, so they will be more likely to be want to escape the weather.

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Media Mix Breakdown In order to be as comprehensive as possible, as well as successfully reach our two target markets and those who influence their decisions, our budget will be $60 million. The campaign will be divided between impact and non-impact media, precisely 20% and 80% respectively.

Impact Media With a budget of $12,178,300.00, impact media will be 20% of our overall budget. The idea behind using these forms of media is to make a “big bang� effect on our consumers, bringing attention to the overall campaign. All of these forms of media are going to be running September 2014 through August 2015. This will ensure that attention is brought to our new website and promote the user-generate storytelling aspect of our campaign, which is full of information on safety in Mexico as well as bring attention to its beauty and adventure. The 20% of our budget will be allocated in the following ways, seen in the graphic below:

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Media Plan

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Impact Media Major Television Events

Super Bowl Percentage of Impact Budget: 24% Total Cost: $2,968,800

Grammy Awards Percentage of Impact Budget: 8% Total Cost: $990,250

Academy Awards Percentage of Impact Budget: 8% Total Cost: $990,250

The major television events are meant to attract notice to our campaign when we can capture the attention of Americans of all ages. The timing of these events is in February, during the peak of our campaign, hopefully contributing to increased purchases for the summer vacation time period.

The Super Bowl will be a prime event to attract the father of our busy midwestern family, as well as capture the attention of the rest of his family at the same time. Whereas, the woman that is our “down-to-earth diva” will most likely be paying attention to award season. With the Jennifer Aniston campaign, especially in line with the pomp and circumstance of awards season, she, as well as other consumers, will be more swayed to considering traveling to Mexico.

Media Plan

Internet Media

Keywords Percentage of Impact Budget: 15% Total Cost: $1,755,000

Targeted Sites Percentage of Impact Budget: 40% Total Cost: $4,914,000

The keyword media purchases optimize five search engines for 12 months. This will give us the use of four keywords to use across these five search engines. These words include:

Mexico—to direct more consumers to our website with our current campaign.

Mexico safety—to decrease doubts in Mexico safety by bringing them to the safety tips

and advice on our website.

Beach vacation—to feature the beauty and adventure of Mexico, as it is so close to the

United States.

Affordable vacation—to increase awareness about how affordable traveling to Mexico is

for Americans.

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Non-Impact Media Internet Media Continued If one of our targets sees one of the advertisements, we hope that they will seek us out through a search engine. By optimizing search engines, we will ensure that our future consumers cannot miss us and will have a greater changes of being directed to our information packed website.

In addition, we will be purchasing advertisements on four targeted sites for twelve months. We will be targeting two travel sites, Trip Advisor and Lonely Planet. The reasoning behind purchasing time on these two travel sites is because they generate a lot of user content and reviews. This will continue the “create your own story” aspect of our campaign, as users will be able to share their stories and improve our reputation with consumers.

The other two sites will be Pandora and Hulu. Consumers use both of these sites to escape from daily life, by seeking out a break through music or television online. We can play on these ideas in our advertisements. In addition, using these sites will assure that we are reaching populations other than our target markets.

Non-Impact Media: Sharing Our Stories The remaining 80% of our $60 million budget will be a little under $48 million. These are the channels that we will express and convince our future consumers to “tell their stories” about their adventures in Mexico. The timing of these forms of media will peak at the beginning of our campaign (from September to March) and decrease from at the end (from April to August). These forms of media will be distributed nationally as well as regionally, specifically targeting the Midwest and East Coast, where our primary and secondary target markets live. The non-impact media forms can be divided into: television, radio, magazine, and direct mail campaigns. Their percentages are visually represented as follows:

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Media Plan

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Campaign Breakdown

Media Plan

Television Campaign

We will have television advertisements run year round; however, there will be an increased television presence during our peak campaign time. The television advertisements will run both nationally and regionally. We are dedicating 40% of our budget to primetime television and 22% of our budget to evening television, because we want to catch our target markets at the end of their day after a long day of work. A mundane day in the office will make people more inclined to seek us out for a vacation. For example, we will feature our advertising on a channel like NBC for our primary target market. Jack Longhorn would watch a channel like NBC Nightly News with Brian Williams as he gets home from his job and perhaps watch the Tonight Show with Jimmy Fallon as he goes to bed. We would also look into advertising on programs like Monday Night Football, as it is a weekday escape after work. For our secondary market, we will want to target Lisa Schaeffer’s favorite weekly shows, either fashion or DIY shows like “Project Runway” or high following dramas like “Scandal.” These show are once a week and have a loyal female following. We want to reach people at their end of the day television rituals.

In addition, a small percentage of our television budget (8%) will be devoted to daytime television, as an attempt to reach populations other than our primary and secondary target markets who watch television during the day. Those who watch television during the day (i.e. stay at home moms or dads, those who have a day off of work, etc.) may be inclined to seek out or convince their partner to go on a vacation. Show like reruns of Oprah or current episodes of Ellen will reach these populations.

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Campaign Breakdown Radio Campaign

Very much like the television campaign, we want to reach our target markets at the end of their work day, when a “much needed� vacation is most appealing. Therefore, we are devoting 4% of our non-impact media budget to drive times, both nationally and regionally for our target markets. For the commute time, we will focus on upbeat talk radio shows (both syndicated, national programming and a local personality show) and fun, popular music shows that reflect our positive image our advertisements.

In addition, our radio advertisements will run in the late evening nationally, as an attempt to catch those who have worked a longer than average day. However, we will be advertising a little during the day regionally, as an attempt to catch the partners, particularly Laura, the wife of Jack Longhorn, of our two target markets.

Direct mail

The direct mail will be used for two different purposes. First, we will use the direct mail campaign for our business-to-business advertising to educate them on our business-to-business services as well as the public relations rewards program. Second, it will be released regionally in the Midwest and East Coast to homes. Both Jack and Lisa’s families will receive this direct mail campaign. The visual and interactive aspects of this direct mail media will be fun and engaging, perhaps something that our primary and secondary markets share with the family. This concept of sharing will make the idea of going to Mexico a shared decision and something to get excited about as a family.

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Media Plan

Lastly, we are doing a direct mail campaign, in order to have another interactive media campaign.

Much like the magazine campaign, we will have QR codes get potential consumers to use their smart phones and direct them to our updated website and social media platforms.

Campaign Breakdown Magazine Campaign

The magazine media campaign is meant to have the advertisements that connect our potential consumers to our website and social media platforms. Though most people simply flip through and ignore magazine advertisements, our Mexico Tourism advertisement will attempt to involve the reader as much as possible. Our plan is to make our magazine print advertisements as interactive as possible by using smart phone technology to promote our website and social media pages.

Media Plan

By using a QR code in magazines, this print advertising campaign will end up directing people to our affordable vacation and safety advice, as well as increase word-of-mouth and user-generated advertising by promoting our “storytelling” campaign.

We want to be as wide reaching as possible with these ads, so we focused 16% of the 20% of the magazine budget on national magazines. For our primary market, we will look for magazines that Jack would read, like Men’s Health, GQ, and Forbes. We will use magazines like Cosmopolitan, Vogue, and Glamour, because Lisa, our secondary market, is a hip and fun mother of one, who would enjoy taking all of her college friends to Mexico.

Regionally, we will use 4% of our magazine budget. By targeting regional women’s magazine, like Brava in Madison, WI, and Our State, a regional general interest magazine in North Carolina, we are targeting those whose lives impact our primary and secondary target market. By seeking out regional women’s magazine, we are targeting Jack’s wife, who potentially suggest going on a vacation to their husband. The regional general interest magazine might influence Lisa’s college friends, who will share the topic of vacationing to Mexico among friends.

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Media Mix Flowchart

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Media Plan

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Media Plan

Media Mix Flowchart

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Public Relations Plan

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PR Plan Public Opinion Public fear is the main problem facing Mexico tourism. The largest factors affecting public opinion involve safety. Tourists top concerns include health safety and potential drug-related crime and violence in Mexico. In addition, American travels are concerned with their economic status related to their ability to afford international travels.

According to our research, there has been a recent increase in tourism to Mexico. From 2008 to 2009 Mexico experienced an 11.4% decrease in international visitors. This drop was mainly due to a global economic crisis in 2009 and large amounts of negative media on drug related crime in certain areas of Mexico. In addition, health safety concerns from the spread of the swine flu virus in Mexico in 2009 were also a driving factor [1]. The suggested causes of these figures show that negative public opinion was a large factor leading to the decrease in Mexico tourism rates. While there was a slight decline in the industry prior to 2010, tourism is now on the rise with a stabilizing U.S. Economy and development of Mexico’s image [1]. Overall, tourism is projected to continue to rise in 2014 corresponding with a rise in positive public opinion.

The public relations team plans to manage the effects of outlets such as the U.S. International Travel Reports by addressing the public’s key concerns. We plan to continue to track public opinion trends and international travel trends throughout the course of the campaign. We will complete comparative data analyses of projected and actual foreign traveler trends to Mexico. In the event of our Campaign successfully mending the above mentioned public relations issues, the potential increase in America travel to Mexico poses a promising future for Mexico’s tourism.

Desired Brand Image We hope to re-create the brand image of the Mexico Tourism Board by re-inventing the image of Mexico tourism. By using an extremely interactive tactic of public involvement we can recreate our brand image as a reliable, accessible and relatable source of information and opportunity.

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Public Relations Plan

Public opinion is largely influenced by current U.S. International Travel Reports that state travel alert and warning updates for U.S. Citizens traveling to Mexico. This is one example of an outlet that may create a negative public opinion of Mexico’s image. They mainly cover topics on violence, drug wars, terrorism and health concerns. The reports note specific destination of crime and can sometimes be misleading for prospective tourists as to the location and magnitude of events.

The reports have a significant impact on public opinion, causing tourists to view Mexico in a negative light.

Media Tracking Issues in the News Related to Previous Campaigns Safety: The Bismarck Tribune “Woman’s jailing in Mexico highlights tourist risks” June 1st, 2013

This newspaper article discusses the dangers for American travels in Mexico by discussing

a crime event involving an American tourist falsely accused of hiding drugs.

Source: LexisNexis The New York Times “Mexico’s Curbs on U.S. Role in Drug Fight Spark Friction” April 30th. 2013

This article notes a potential conflict between the Mexican and U.S. Government interac

tion. It notes the limitations Mexico is beginning to place on U.S. involvement.

Source: http://www.nytimes.com/2013/05/01/world/americas/friction-between-us-

and-mexico-threatens-efforts-on-drugs.html

Public Relations Plan

Health: USA Today “Safety Tips for Traveling to Cozumel, Mexico”

In the travel section of the USA today mindset there are guidelines for staying safe and

healthy in Mexico. They suggest specific food items tourists should stay away from and

certain precautions that should be taken.

Source: http://www.nytimes.com/2013/05/01/world/americas/friction-between-us-

and-mexico-threatens-efforts-on-drugs.html Public Mindset: The New York Times “Killing Reveals the Still-Dark Side of a Gentrifying Capital” May 16th, 2013

This article begins by discussing recent reports of Mexico City in a positive light. It then

shifts to reveal a recent murder in the city, and a reminder that the area is still unsafe. It

describes the event and warns of the illegal danger in Mexico City.

Source: http://www.nytimes.com/2013/05/17/world/americas/murder-of-malcolm-xs-

grandson-shows-dark-side-of-gentrifying-town.html The public relations team will continue to monitor news stories that affect our brand. This is important for the upkeep of our image in the media and tracking how our campaign is being perceived. Our efforts in continuous media tracking will ensure that our company has an updated understanding of relevant stakeholders and opinions of our brand.

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Stakeholders Mexican Government:

Their concerns: Tourism is important to the Mexican Government because it accounts for

a large portion of the GDP of Mexico.

Our concerns: The Mexican Government poses a potential problem for promoting the

Mexico Tourism Board brand due to complications with proper Government enforcement

of laws and regulations related to crime and violence in Mexico.

U.S. Government:

Their concerns: The U.S. Government is concerned with the safety of American citizens

traveling to Mexico.

Our concerns: The U.S. Government plays a large role in the U.S. Economy, a factor that

poses a potential issue for the Mexico Tourism brand image.

Travel agencies:

Their concerns: Travel agencies are concerned with providing accurate information about

travel destinations and promoting safe, fun and popular vacation experiences.

Our concerns: Travel agencies may threaten the Mexico Tourism brand image by spread-

ing negative information about Mexico tourism and deter American travelers from boo

king vacations.

Employees in the tourism industry:

Their concerns: Employees in the tourism industry rely on a flourishing tourism industry

and therefore are interested in the status of the Mexico tourism.

Our concerns: The Mexico Tourism Board may face problems with employees in the

tourism industry who do not meet standards due to inadequate training or knowledge

proper conduct. These employees may negatively impact the brand as they have a large

influence on the tourists’ experiences.

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Public Relations Plan

Hotel chains that service Mexico:

Their concerns: Major hotel chains in Mexico rely on the American tourism industry as a

significant portion of their customers.

Our concerns: The Mexico Tourism board faces potential problems with hotel chain that

meet standards of quality and safety for customers. In this case they pose potential prob

lems with both crime and health safety.

Public Relations Strategy Our public relation strategy aims to mend public opinion of Mexico through a multi-pronged approach campaign that engages and inspires the public to interact with the Mexico Tourism Board.

We plan to target general tourists along with a select few celebrities in events promoting our “A New Adventure Every Time” campaign. In order to shift the public’s mindset on travel to Mexico we will have current and previous travelers share their experiences via social media events and contests. This campaign aims to not only mend public opinion of Mexico by presenting accurate, realistic and first hand experiences, but also promote re-occurring travel to Mexico by emphasizing the wide variety of experiences available to tourists. We plan to market Mexico as far more than a one-stop destination, its vast options of locations, resorts and activities will all be emphasized, not by the Mexico Tourism Board itself, but rather through the trustworthy referral of the general public and a few chosen celebrity spokespeople.

Public Relations Plan

Gatherings, campaign release events and advertisements will all tie into our core theme, “A New Adventure Every Time”. We will present a message repeatedly and clearly to ensure a shift in public opinion. Utilizing interactive components of both social media and advertising in our campaign will better our chances of widespread awareness and overall success. Our overall campaign will target the three key issues outlined in our campaign strategy and recreate the brand image of Mexico Tourism.

Who are our publics and what issues are important to them?

Stakeholders: The image and success of tourism in Mexico is important to our key stakeholders. We plan to manage opinion around this issue by recreating our own brand image, and therefore the image of Mexico tourism. We plan for our campaign to boost tourism in Mexico by providing an intriguing, interactive and positive brand image American Tourists: The main concerns of American tourists are outlined in our campaign strategy as the three main issues our brand faces. These include safety, health and economic status in the U.S. We plan to manage opinion around these issues by providing current, accurate and timely information about Mexico tourism and traveler opportunities on our website. We will deter any misconceptions about these topics by providing reliable information directly to this public.

The Media: Current and updated information on the Mexico Tourism Board’s actions and events are important to the media. We have developed a press relations strategy to monitor and influence the opinions of this public. Providing the media with access to our mission, events, progress and other relevant updates will lead to a more transparent and successful campaign.

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Media Relations Strategy Media Vehicle Selection The public relations team will monitor Media relations closely. We hope to work with media to provide updated information and content to foster a transparent and fair system of engagement that allows our media vehicle selection to work in our best interest and promote our campaign as clearly and successfully as possible. We choose media vehicles based on their likeliness to influence the public and represent our brand image in a positive light. Our goal is to inform our publics with information that is updated and relevant to our campaign.

Media and Press Relations Strategy In order to foster a good relationship with the media and secure adequate publicity of our campaign, we will invite key media outlets and press to all our campaign release events and public relation events. We will update the media by distributing press releases to them announcing opportunities and providing information. This work will bring attention to our campaign. By providing media regular updates of Mexico Tourism Board activity and progress in campaign matters, we will ensure that the media has accurate and up to date information to spread to the public. We believe a well-informed media leads to a well-informed public.

Our public relations team will also track the portrayal of our brand in the media. This is the best way to monitor coverage of our events and promotions in the media. Keeping up to date with recent representations of our brand will enable us to confirm our positioning in the media and public eye. Tracking news coverage of our brand will also guarantee any precautionary actions are taken if necessary. Our media and press relations strategy correlates with our overall goals to inform our publics with quality and updated information.

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Public Relations Plan

Specifically, we plan to target a variety of media outlets. These include prominent national newspapers as well as magazines and newspapers specifically related to travel or business. In addition we plan to target travel blogs and travel journals. Representatives from Mexican hotels and resorts will also be invited to select events in order to maintain open lines of communication and further the success of our campaign. We will target a few television travel shows that are popular among our target audiences. These media outlets will target our primary and secondary target markets.

For our business-to-business market we will also invite a variety company representatives from businesses that can utilize our campaign. Specific media outlets related to business, business magazines and newspapers, will be invited to business-to-business events as well.

Press Conferences Our press conferences will be held for key stakeholders and the media. We will invite relevant publics to the press conferences in order to build buzz about our actions, intentions and upcoming events.

Our campaign will be released in three parts. We will have three press conferences for the release of each of these three aspects of our campaign. These press conferences will be unconventional press conference events. The release of our campaign over time will help us to keep in contact with media, keep stakeholders involved and form a sense of community around our efforts. The press conferences will align with target travel months, taking place at least five months prior. Press releases will be released one month prior to each press conference.

Public Relations Plan

Release One: On the evening of Saturday, June 28th 2014 we will hold the launch event for our entire campaign in New York City. It will be a black tie gala for select stakeholders and media outlets.

Stakeholders for this event will mainly be hotel chain, travel agency and government representatives. This will introduce our new campaign content, strategies, slogan, message and goals. It will identify our three key issues and explain how we plan to address them effectively. It will reveal our campaign strategies for all target markets but will focus on our efforts for the December to January target month customers. At the event guests are welcome to mingle over refreshments before a speech and video presentation of the Mexico Tourism Board’s new campaign.

Release Two: The next event will take place on Saturday, August 30th 2014 in Los Angeles. It will be an evening black tie gala event. It will introduce campaign content targeting our business-to-business target. It will focus on our efforts for the February to April business customers. Key stakeholders and media will be invited, a contact list for this event can be found in the sample press kit, along with a press release. At this event guests are welcome to mingle over refreshments before an interactive presentation is given demonstrating how businesses can sign up for the business rewards program using the Mexico Tourism Board website. A unique discount reward will be given to only businesses that are represented at the event. This discount will be their first reward stepping stone in the business reward program.

Release Three: A follow up event will take place on Saturday, January 31st 2015 in Chicago. We will hold a daylong convention that will introduce new projects, advertisements and events within the overall campaign. It will reinforce motives for stakeholders and measure current progress to report to media. The event will discuss the campaigns projected successes. The event will have a relaxed atmosphere, matching the mood and theme of our campaign. It will include activities and interactive games to engage stakeholders in a community building experience. The event will focus on our efforts for the July to September target month customers. Stakeholders representing hotel chains, travel agencies, employees of the tourism industry and the U.S. and Mexico Governments will be invited to this event. Press outlets such as large newspapers, travel magazine and travel blogs will be invited, in addition to key travel television programs. The purpose of the event is the maintain intrigue in the Mexico Tourism Board Campaign by promoting involvement. Not only do we hope to form a strong public connection through this campaign, we also hope to form strong stakeholder and media ties. Interactive fact games, informational activities , prize opportunities and short presentations will take place at this event, providing media and stakeholders a small taste of the fun Mexico travel can bring. They will not be able to forget their experience, the event will prompt them to continue to support and share our efforts.

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Promotional Tactics “A New Adventure Every Time: Share Your Experience Sweepstakes” Duration: Entire campaign from summer 2014 to spring 2015 What it is: The entire “A New Adventure Every Time” campaign will be based on this interactive “Share Your Experience Sweepstakes”. In this contest the public will have the opportunity to share their personal experiences during their travels to Mexico. This will be an on-going public relations event. Tourists can become contestants by sharing their experiences on Twitter, Instagram and the Mexico Tourism Board Facebook. Using the hashtags “#ShareYourExperienceSweepstakes” and “#MexicoTourismBoard” on Twitter and Instagram the Mexico Tourism Board will be notified of contestants entries. By utilizing free interactive media our goal is to make the public feel more involved in our efforts, and increase their likeliness to get involved in travel to Mexico. The top picks will be placed on the Mexico Tourism Board website under an interactive section where the public can vote for their favorites. The Mexico Tourism Board will vote from the top three publicly voted stories and choose one winner for an all-expenses paid trip to one of Mexico’s top resorts.

The winner of the event will be announced at the end of our campaign, in May of 2015.

Why it will work: This buzz marketing technique will address the core message of our brand positioning by incorporating first hand experiences for the people, created by the people, into our overall message that Mexico is a safe, exciting, accessible adventure. This unique combination of campaign strategy and public relations will promote an inclusive and accessible brand image.

Promoting the sweepstake: As this is a centerpiece to our campaign, all advertisements will align with the sweepstakes, sharing experiences and explaining incentives to participate. Additionally, all campaign advertisements will provide a ‘call to action’ message to promote public interaction by raise awareness of the competition.

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Objective: The objective of this tactic is to increase public interaction and reinforce the idea that Mexico has a lot to offer. Tourist’s experiences can vary drastically with every trip, with plenty of places to visit and activities to try. We will be indirectly addressing safety concerns by showing positive first hand experiences from the public. This will help to support Mexico’s image as a safe and fun place. This sweepstakes will promote well-developed relationships with the American tourists through an open interaction. As a result our brand will be promoted through our use of non-paid media.

PR Events “Big City Concert Tour - Jimmy Buffett Shares His Experience” Duration and location:

July 26th, 2014 – Los Angeles Concert

August 30th, 2014 – New York City Concert

September 27th, 2014 – Chicago Concert

Public Relations Plan

What it is: This will be a staged public relations event to gain publicity for our brand image. The concert tour will take place in three major cities to attract buzz around our campaign and promote our brand image. Jimmy Buffett, a well-known musician, will be a celebrity endorsement. A characteristic of many of Jimmy Buffett’s songs is there ability to tell a story. To align with our overall campaign theme Mr. Buffett will write a song about his experience vacationing in Mexico as a way of “sharing his story” in the “A New Adventure Every Time: Share Your Experience Sweepstakes”.

Mr. Buffett will perform his song at three concerts over the course of three months. He will promote our campaign and encourage people to get involved at his performances.

Why Jimmy Buffett: Mr. Buffett attracts our primary target market. We chose him because he is an extremely well known musician. While he represents a variety of music genres, a main component of his music is content that relates to vacation adventures, sharing experiences and telling stories.

Our primary target market specifically, in addition to the general public, will respond to this event positively, relating the positive messages of the concert to our brand and Mexico Tourism.

Objective: The purpose for this event is to generate general public interest and initiate word-ofmouth promotion for our campaign and brand image. Sparking enthusiasm in the public with a catchy song will help to gather positive attention and monitor public opinion.

Why it will work: This event will be successful because we have chosen three very large and popular cities. Each city provides a diverse range of people to appeal to. The concert experience will promote a sense of community between our brand and the public.

Promoting the event: A press release will be sent to media announcing our public relations event, “Big City Concert Tour – Jimmy Buffett Shares His Experience” on July 1st, 2014.

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PR Programs “Business Rewards System: Go More, Get More�

Advancing the brand: We will provide a rewards program for our business-to-business clients.

The more our clients book travels to Mexico the more rewards they will receive. The rewards include discounts, promo codes and access to limited time offers and special deals. Businesses can sign up on the Mexico Tourism Board website. On the website they can log their booked trips and unlock new rewards. Permanent discounts, that can be applied to future travels, can be built up over time. This program will help us to appeal to our tertiary business-to-business target market.

The program will encourage interaction with the Mexico Tourism Board website as businesses make progress in their rewards. The press conference for the second release of our campaign will announce the program. A brochure will be provided to explain the reward system.

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Press Kit For Immediate Release June 1st, 2014 Contact: Lara Tiramani Public Relations Director at Calor Communications Tiramani@CCRelations.com MEXICO BOARD OF TOURISM ANNOUNCES NEW CAMPAIGN [New York, NY] – In order to promote travel to Mexico the Mexico Board of Tourism is hosting a black tie gala on June 28th 2014 from 5-7 p.m. to announce the launch of their new campaign “A New Adventure Every Time”.

Public Relations Plan

The new campaign will center on an interactive “Share Your Experience Sweepstakes” encouraging the public to engage with the Mexico Board of Tourism to win an all-expenses-paid trip to Mexico.

The Mexico Board of Tourism aims to regain public confidence in Mexico tourism. The revamped Mexico Board of Tourism website will provide accurate and relevant information on travel to Mexico as well as highlight top locations to visit and activities to take part in.

According to Rodolfo Lopez Negrete, CEO of the Mexico Tourism Board, the new campaign is projected bring at least a 6 percent increase in American travel to Mexico.

“The sweepstakes is at the heart of this new campaign, it will help us show all that Mexico has to offer,” said Negrete. “We want to share the true story of Mexico tourism by sharing travelers stories.”

The campaign announces events for the public and includes special programs for businesses-to-business customers. The campaign claims to combat key issues affecting Mexico tourism in the past by restoring Mexico’s image. The new strategy attracts those looking for a fun, relaxing and safe vacation getaway.

“This is going to be big. The “A New Adventure Every Time” campaign will spark interest in the public,” Negrete said.

For more information about the Mexico Board of Tourism and to learn more about the “A New Adventure Every Time” campaign, visit: http://www.visitmexico.com.

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Press Kit For Immediate Release August 1st, 2014 Contact: Lara Tiramani Public Relations Director at Calor Communications Tiramani@CCRelations.com MEXICO BOARD OF TOURISM LAUNCHES NEW CAMPAIGN FOCUS FOR BUSINESSES [Los Angeles, CA] – In order to increase business travel to Mexico the Mexico Board of Tourism is hosting a black tie gala on August, 30th, 2014 from 6-8 p.m. to announce the launch of its new campaign’s business-to-business content.

The Mexico Board of Tourism will focus on attracting businesses to travel to Mexico as part of their new campaign project, “A New Adventure Every Time”.

The Mexico Board of Tourism claims business travel to Mexico helps to connect employees, giving them time to relax, re-gather and communicate in order to foster more productive work.

“A Mexico experience has a lot to offer businesses,” said Rodolfo Lopez Negrete, CEO of the Mexico Tourism Board. “It is our goal to share these benefits with the public, to do our part to make American businesses better. We are here as a resource for them.”

Businesses represented at the gala will have the first opportunity to sign up for the rewards program and receive access to the first of many special discounts for Mexico travel.

“This new rewards system offers businesses some really outstanding deals,” said Negrete. “We want to form a relationship with our contacts, the more they utilize our resources, the more perks they receive.”

The Mexico Tourism Board invites you to join them for this extravagant evening event to discuss future benefits for businesses.

For more information about the Mexico Board of Tourism’s new campaign and to look into becoming a business-to-business client, visit: http://www.visitmexico.com.

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As part of their efforts the Mexico Board of Tourism has developed a special program for businesses called, “Business Reward System: Go More, Get More”. The reward system encourages businesses to take part in Mexico trips by providing discounts, promo codes and access to limited time offers and special deals that are earned over time.

Press Kit Campagin Release Two: Business-to-Business Contact list: Charles Murphy - Senior Vice President at Turner Construction Company 375 Hudson Street 6th Floor New York, NY 10014 Phone: (212) 229 – 6275

Public Relations Plan

Jeffrey J. Jones II - Executive Vice President and Chief Marketing Officer at Target 1000 Nicollet Mall Minneapolis, MN, 55403 United States Phone: (612) 304 – 6073 Executive Staff – Travelers Travel Insurance One Research Drive Suite 315C Westborough, MA 01581 Phone (508) 616 – 6413 Forbes – American Business Magazine 60 5th Avenue New York, NY 10011 Phone (212) 366-8900 New York Times – Newspaper 620 8th Ave. New York, NY 10018 Phone: (212) 556 – 1234

Sacramento Business Journal – American City Business Journal 1400 X Street Sacramento, CT 95818 Phone: (916) 447 – 7661 Cessie Cerrato – Public Relations Director at Palace Resorts (Mexico) Blvd Kukulcan KM-10, Zona Hotelera Cancun, Quintana Roo, 77500 Mexico Phone: 011-52-998-881-4740 Victoria Campos Álvarez – Director of Sales and Marketing at Four Seasons Hotel Mexico City Four Seasons Hotels & Resorts 1165 Leslie Street Toronto, M3C 2K8 Canada Phone: (416) 449 – 1750 Rick Steves’ Show – Travel Show on PBS 130 4th Ave N Edmonds, WA 98020-3114 USA Phone: (425) 771 – 8303 Email: rick@ricksteves.com

Los Angeles Times – Daily Newspaper 202 W. 1st St. Los Angeles, CA 90012 Phone: (213) 237 – 5000

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Works Cited Situation Analysis 1. (2010), Travel and Tourism: Mexico. Mintel 2. (2011) “Mexico Tourism Board (MTB)” United States-Mexico Chamber of Commerce Northwest Chapter. http://usmcocnw.org/news/105/mexico-tourism-board-(mtb)/ 3. (2011), Travel and Tourism: Jamaica. Mintel 4. (2012), Travel and Tourism: Bahamas. Mintel 5.(2012), Travel and Tourism: Dominican Republic. Mintel 6. (2012), Travel and Tourism: Puerto Rico. Mintel 7. (2013), “Mexico Tourism Report Q1 2014.” Business Monitor International.

8. Albin-Najera, A. (2013), “Mexico Tourism Board Launches New Ad Campaign for Vallarta-Nayarit” TheMexicoReport.com. http://themexicoreport.com/2013/09/26/mexico-tourism-board-launches-new-advertising-campaign-for-vallarta-nayarit/ 9. Bruell, A. (2011), “Mexico Leans on PR to Lure Back Tourists” AdAge. http://adage.com/article/ cmo-strategy/mexico-pr-combat-negative-press-lure-back-tourists/228385/ 10. United States Department of State Bureau of Diplomatic Security. (2013). “Dominican Republic 2013 Crime and Safety Reports” OSAC.gov https://www.osac.gov/pages/ContentReportDetails. aspx?cid=14200 11. Dominican Republic travel website: http://www.godominicanrepublic.com/

Appendix

12. Drillinger, M. (2014), “Mexico’s Comeback: Hotel boom, new air services indicate the upswing will continue in 2014.” Travel Agent. Dec2013/Jan2014, Vol. 343. 5. 18-20 13. Elliott, S. (2011), “Trying to Alter Perceptions, Mexico Uses Candid Chitchat” NYTimes.com http://www.nytimes.com/2011/11/03/business/media/to-alter-perceptions-mexico-uses-candid-chitchat.html?_r=1& 14. Greenberg, P. (2014), Guest Lecturer 15. “Hawaii’s Official Tourism Site” www.gohawaii.com 16. “Mexico: The Place You Thought You Knew” The Scriptorium Daily: Middlebrow. http://www. elcid.com/pdf/The_Scriptorium_Daily.pdf

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Works Cited Situation Analysis Continued 17. Newswire. (2013), “Mexico Tourism Board Releases More Details on ‘Live It to Believe It’ Campaign” Travelagentcentral.com http://www.travelagentcentral.com/mexico/mexico-tourismboard-releases-more-details-live-it-believe-it-campaign-42761 18. S., J. (2011), “Mexican Tourism Board Looking to Boost Visitors.” Journey Mexico. Blog. http:// www.journeymexico.com/blog/mexican-tourism-board-looking-to-boost-vistors 19. Sectur Survey (2009) 20. Simmons One data 21. Turner, R. (2013), “Travel & Tourism: Economic Impact 2013, Mexico” World Travel & Tourism Council. http://www.wttc.org/site_media/uploads/downloads/mexico2013_2.pdf

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A New Adventure Every Time Calor Communications