Mexico Tourism Board Campaign Book by Lauren Nicole Mather

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A PLAYGROUND FOR PASSIONS -visitmexico.comHerschel Kissinger

Research Director

Daniel Hechter

Account Director

Lauren Nicole Mather

Creative Director

Emily Kelly

Public Relations Director

Kate Roeder Alleigh Fralick

Public Relations Director Media Director

Thinking critically and creatively, working tirelessly and dreaming big â&#x20AC;&#x201C; Lakelawn Gorham and Mills (LGM, Inc.) refuses to produce anything but its best. Named after the streets on which its founders currently live, the agency consistently exercises a proactive mentality, taking initiatives to reinforce its mantra: never forget where you came from. This acquires a much deeper meaning in our industry. Competing in a fast-paced, highlysaturated environment where the stakes are high, LGM, Inc. neither cuts corners nor acts unethically. Valuing innovation over imitation, LGM, Inc. differentiates itself through dedication to its core beliefs. With undying ambition to provide its clients with the results they need and willingness to always go the extra mile â&#x20AC;&#x201C; LGM, Inc. is not a business selling products. It is a gateway allowing individuals access to opportunities for success, learning and personal growth.

Remember your roots

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â&#x20AC;&#x153; CONTENTS Situation Analysis Herschel Kissinger

Research Director

Campaign Strategy Daniel Hechter

22-37

Account Director

Creative Plan Lauren Nicole Mather

38-50

Creative Director

Media Plan Alleigh Fralick

1-21

51-66

Media Director

Public Relations Plan Emily Kelly

Public Relations Director

Kate Roeder

Public Relations Director

References

67-74

75-81

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situation analysis Herschel Kissinger

Research Director

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Situation Analysis

Introduction & Brand Overview Client Background Founded: 1999 Headquarters: Ciudad Hidalgo, Michoacan, Mexico CEO: Rodolfo Lopez Negrete Coppel Mission: “The promotion, both integrally and competitively, of Mexico, its products, and destinations, in domestic and international markets, by means of joint efforts involving all stakeholders in tourism.”1

Tourism Statistics In 2011, Mexico welcomed 22.7 million international tourists.2 On track to break 12 million U.S. vacation arrivals in 2013.3 Mexico ranks 10th internationally for annual tourist arrivals.4

Recent History: A Country on the Rise While most countries’ tourism industries are still struggling to recover following the global recession, Mexico has emerged near the top of the pack, attracting both Americans and foreign travelers in record numbers.5 The Tourism Board only seeks to increase its share of global tourists, and has ambitiously identified their long-term goal: become one of the top five tourist destinations in the world.6 As we can see in changes in investment and policy, the Tourism Board is dedicated to making this goal a reality. Relaxed standards on international travel have allowed massive increases from new markets, including a 40.9% increase in travel from Brazil and 58.1% from Russia.7 The Mexican government recently eased restrictions on foreign land ownership near borders and coasts, opening windows of opportunity for foreign investors to develop resorts and hotels.8 The dedication to attracting international tourists doesn’t stop there. In 2011, the President of Mexico, Enrique Pena Nieto, declared it the “Year of Tourism,” and announced that private companies would be sinking over $8 billion in industry development.9 Tourism is becoming an increasingly more important part of the national economy: in 2012, 13.7% of jobs in Mexico were related to tourism, but this number will increase to 14.6% by 2012 by 2022.10 Even the United States—Mexico’s main client for tourism—has sent an increasing number of tourists to the country, showing a 5% rise in arrivals between 2002 and 2009.11 Mexico faces the challenge of attracting Americans in high numbers despite many recent events that have caused negative press north of the border.

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

Recent Challenges When Americans see Mexico in the news, it’s probably not for a good reason. Most recently, the country made headlines when Hurricane Manuel killed 80 people and displaced over 40,000 tourists.12 Many Americans may also remember the outbreak of H1N1 that exploded in Mexico in 2009, killing over 15,000.13 While these events have come and past, there are other challenges that remain for the country today. An issue more concerning to tourists is Mexico’s ongoing drug war. Mexico supplies 90% of the cocaine used in the United States, and the process of getting it there is often violent.14 Since 2006, over 60,000 people have been killed in drug-related violence—that’s a rate of roughly 10,000 a year.15 The heart of the violence occurs close to the border, so it is closer to America geographically, but farther away from most tourists.16 In 2012, 71 Americans were killed in drug-related violence, a number that is not insignificant but only a small portion of the total deaths.17

Industry Trends Medical Tourism Medical Tourism is an emerging field that taps into the excessive costs of healthcare in highly developed countries. “Medical tourists” are those who travel to a different country for more affordable healthcare, dental care or surgeries. Although this field only draws around 75,000 annually, medical tourism is nationally recognized in Mexico as a national industry and the Board of Tourism dedicates an entire subsection of its website to the field. 18 19

Ecotourism Ecotourism is based on the philosophy that tourism should emphasize exploring nature minimize the negative environmental impacts of tourism. Sanora and Nayarit are two of Meixco’s most popular ecotourist destinations 20

Business tourism Globalized industries are hosting an increasing amount of conferences and meetings abroad, and Mexico is actively courting this market. Recently ranked among top 10 locations by the International Congress on Conventions, business tourism is a $1.8 billion industry in Mexico.21

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

Consumer Analysis Primary Consumer Currently, the primary consumer of Mexican vacations in the United States fit the following profile: Live in West and Midwest Ages 35-44 1 or 2 children Household income of at least $75,000

In order to identify this consumer, we used information provided by the Simmons Experian OneView database, exploring the demographics of Americans who had reported taking a trip to Mexico in the last 3 years. The following insights confirm our identification of this target: Residents in Western states showed the highest likelihood of taking a trip to Mexico in the last 3 years, followed by Midwesterners. When separated by age, respondents between 35-44 were 24% more likely than the average consumer to have gone to Mexico, the highest of any age group. The likelihood that a consumer in had taken a trip to Mexico increase steadily with income, with consumers in $75,000-$99,999 income bracket being the first to report a significantly higher-than-average index (124). As the number of children in a household increased from zero to two, so did the likelihood of a Mexico trip, but the number began decreasing at three children. Of consumers with one to two children, those aged 34-45 showed a greater likelihood of taking a trip to Mexico (26% above average) than older or younger consumers with the same number of children.22

Additional Insights 80% of this consumer group are homeowners (28% higher than average). 47% of this group have a college degree or higher (72% higher than average). 89% report that they enjoy spending time with their family (7% higher than average). 53% consider their work to be a “career” (30% higher than average).

Key Travel Habits 26% more likely than average to “love the idea of traveling abroad.” 39% less likely than average to agree that they “take trips to differentiate [themselves] from their friends.

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

Secondary Consumer The secondary consumer is Hispanics living in the United States. Hispanics were 104% more likely to have traveled to Mexico in the last three years. This percentage decreases to 91% when refining our search to only consider vacations. A larger-than-average share of Hispanics’ trips to Mexico are for business or personal reasons, and of respondents whose last trip to Mexico, Hispanics were 441% more likely to report that they had stayed with family or friends as opposed to in a resort, hotel, or motel. As opposed to our primary consumer, Hispanics take frequent, inexpensive trips, with 40% spending $1,500 or less on their most recent trip to Mexico.

Lodging andActivities Of survey respondents who reported that their last trip was a vacation to Mexico:23 23.4% stayed in an all-inclusive resort. 21.3% stayed with friends and relatives. 31.9% stayed in hotel or motel. 22.8% stayed some other place. The portion of respondents who “stayed some other place” can be attributed in part to the cruise industry, which brings additional tourism dollars to coastal resort towns like Cozumel.24 Mexico actually has the largest market share of the cruise market of any country besides the United States, and cruises are treated as an essential and stable part of the tourism economy.25 Americans who had taken a trip to Mexico in the last 3 years were at least 50% more likely than the average person to enjoy the following vacation activities: 26 Boating (60% more likely) Water Sports (94% more likely) Tennis (138% more likely) Visit a spa (247% more likely) In terms of activities, it seems that vacationers prefer to take advantage of the country’s warm, tropical climate, along with amenities offered by their resort or hotel. Consequently, resort destinations including Cancun and Quintana Roo are among Mexico’s most popular for American tourists.27

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

Mexico’s Competitors Mexico’s two main competitors are Jamaica and Hawaii. Other competitors include the Dominican Republic, the Bahamas, Puerto Rico, and Bermuda.

Jamaica Adults aged 35-44 were 25% more likely than average to have taken a trip to Jamaica in the last three years, which is 1% higher than their likelihood to go to Mexico. This nation has been able to attract younger vacationers with its “laid-back” vibe; in fact, the prevalence of marijuana (illegal, but popular) may be a draw to younger tourists.28 People ages 24-34 were 48% more likely than average to have gone to Jamaica, but only 6% more likely to have gone to Mexico, a clear competitive edge.29 However, Jamaica is a smaller country than Mexico in terms of geography and population, and therefore does not offer the same variety of activities that Mexico can. This is reflected in the fact that 38% of vacationers stay in resorts in Jamaica compared to Mexico’s 23%--they spend more time enjoying the beach and amenities than the local culture.30

Hawaii Only 48% of Americans have a valid passport, and 44.7% reported a preference for domestic over foreign travel.31 This means Mexico is competing against domestic destinations as well as international ones. The primary consumer preferred Hawaii to Florida, making it the leading U.S. competitor to Mexico. Besides the convenience of being a U.S. state, Hawaii also benefits from its multiple islands—like Mexico, it has multiple places to visit and explore. Hawaii is also the safest of the three destinations, boasting low levels of tourist crime.32 However, Hawaii is neither close nor cheap—meaning that Mexico can leverage its convenience against this competitor. Here are key findings about the three destinations:33 34 35

Hawaii

Jamaica

mexico

Annual Visitors

8,000,000

1,300,000

11,100,000

Tourist Expenditures

$14.4 billion

$4 billion

$18 billion

Annual Cruise Trips

160,000

161,000

5 million+

Hotel Occupancy Rate

76.9%

61%

52%

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

Furthermore, we identify the competitive advantages as follows:

Mexico Proximity: A close connection to resorts & culture.

Jamaica Cool Factor: Younger, hipper, less restrictive.

Hawaii Quality: Variety of Mexico, but safer.

Brand Analysis Positioning Mexico currently brands itself as a diverse, vibrant tourist destination and emphasizes its competitive advantage of offering an indescribable, unforgettable experience36 that extends beyond beaches and similar attractions.37 The Mexico Tourism Board realizes most tourists interested in visiting the country associate its brand with these attractions and instead of reinforcing that positioning, it is attempting to change it – hoping consumers will perceive Mexico as a “cultural superpower.”38

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

Consumer Perception of Brand The general consumer perception of Mexico appears to be a major dichotomy. For example, in the Mexico Taxi Project videos – videos in which real tourists on hidden cameras are interviewed after returning from Mexico vacations – tourists describe Mexico as a safe, friendly, beautiful place. On the other hand, many surveys and news stories show consumers perceive Mexico as an unsafe, corrupt country, associating it with drug problems, cartels and violence.39 In an online survey titled “American Attitudes on Mexico” by Vianovo, the leading word associated with “Mexico” was “Drugs,” and 66% responded that the news coverage of Mexico gave them a less favorable view of the country.40

Branding Execution “Live it To Believe It”

The Tourism Board’s new campaign reflects its desired positioning as a cultural superpower. In “Live it to Believe It” video advertisement for Mexico City, traditional yet elegant food items, architecture and other scenery exemplify the country’s affinity to its culture are highlighted The overall campaign aims to strengthen brand loyalty41 by emphasizing the seemingly neverending list of activities Mexico has to offer, among them including trying exotic foods, golfing, kayaking, going to clubs and walking through museums showcasing ancient artifacts. However, not all of these activities are especially “cultural,” leading to branding inconsistencies. This inconsistency is clear in an ad for Vallarta-Nayarit that highlights beach and resort life without emphasizing any “cultural superpower.”

Website Inconsistencies with Mexico’s brand are reflected in the website. The official slogan, “Live it to Believe It,” is nowhere present on the front page—even typing the phrase in the website’s search box returns no results. Although some images in line with the “cultural superpower” positioning are present, the default background features a two scuba divers, which only strengthen the “resort life” perceptions of Mexico that the country is trying to change.

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

The website targets human senses by prominently featuring brand keywords like “magic,” “color” and “warmth” – an overall sensual experience framed under one term, “Essential Mexico.” With “Been There Haven’t Done That” as a header above various non-traditional Mexico activities with attempts to retain its consumers, the country reinforces its brand as having a strong ability to offer a variety of experiences that include—but are not limited to—beaches and resorts. For each page listed under “Destinations” and “Activities,” the backgrounds change to match that destination or activity’s theme. While this appears to be inconsistent branding, it aligns a goal of attempting to reposition its brand as not just a country as a whole but various individual states with many things to do. Aside from branding inconsistency, we also identified a few functional challenges with the site. Embedded videos are listed as private and therefore cannot be watched, certain features switch from Spanish to English at random, and important pages are not accessible through the main menu. 42

Social Media Mexico’s social media pages rely heavily on imagery to boost impressions and stimulate engagement – and questions, comments and concerns appear to usually be answered by the administrators. Nonetheless, its social media account name varies per page (Facebook: VisitMexico, Twitter: @WeVisitMexico, YouTube, Pinterest and Google+ : VisitMex), as does the color scheme of its logo. The slogan, “Live it to Believe it,” is not featured on any social media pages. Facebook page still has a photo of Mexico’s former marketing campaign titled “The Place You Thought You Knew.” And once again, certain pages are written in Spanish and certain pages are written in English. Additionally, the page does not have aesthetic appeal.

“Fantastic creative, excellent problem solving and very insightful work. I highly recommend LGM to any client.” - UW School of Veterinary Medicine

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Situation Analysis

Competitors’ Branding Hawaii

Website Hawaii uses its website to brand itself as the goto “destination for romance, family fun, outdoor adventure, culture and arts, health and wellness, cuisine and golf.”43 Uses personal, warm, friendly copy with a focus on interactivity such as “The people of Hawaii would like to share their islands with you,” which positions it as a state with a culture unique to the continental U.S. Emphasizes its diverse offerings, such as locations for weddings, business meetings and leisure.

Social Media Social media channels directly reach out to engage with consumer, including one-onone Twitter conversations. Highest following and engagement across social media channels. Consistency in branding across platforms when moving across platforms. Implements a regular hashtag, #AlohaFriday. Incorporates the phrase “living in the moment” in many photos on social media – appealing to emotional needs of consumer. Brand Perception Consumers generally perceive Hawaii positively, emphasizing its warm climate and scenery – and even using words like “amazing” to describe the state.44

“Fantastic creative, excellent problem solving and very insightful work. I highly recommend LGM to any client.” - UW School of Veterinary Medicine

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Situation Analysis

Jamaica

Website Brands itself as a convenient, costeffective travel experience. Uses slogan “Once You Go, You Know.” Promotional videos showing friendly, accepting natives that are waiting to show tourists a positive travel experience.45

Social Media Least engagement and following of all three travel destinations. Content focused on cost-effective trips. Image-heavy social media posts. Brand Perception While the Jamaica tourism board emphasizes its rich history and activities, most tourists associate Jamaica with two things: Bob Marley and marijuana.46 The latter stimulates a high amount of tourism in which visitors are guided to hidden cannabis plantations to sample different strains of marijuana. The “tour guides” reinforce the laid-back brand that attracts twenty-somethings to Jamaica.

“Fantastic creative, excellent problem solving and very insightful work. I highly recommend LGM to any client.” - UW School of Veterinary Medicine

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Situation Analysis

Media Usage Analysis Considering our primary consumer (35-44 Westerners and Midwesterners, with 1-2 children and a household income above $75,000), we found that the preferred medium is internet, followed by radio, outdoor advertisements, and newspapers. In order to understand the media habits of our consumer, we knew we had to explore not only what media they used, but how often they used them. We used media quintiles on Simmons OneView to measure the media use among our current consumer more in depth. Quintiles divide the population into five even segments according to how high their involvement is with a particular medium. When we identify a group as “frequent” users below, we mean that they were significantly more likely to fall in the top two quintiles for that media.

Internet

Internet was by far the most heavily used form of media by our current consumer. Our primary consumer was 114% more likely than average to fall in the top two quintiles for media consumption, indicating that they are very frequent users. These same consumers were also 34% more likely than the average to be frequent users of internet at home.

Radio

Our current primary consumers are 52 percent more likely than the average consumer to be frequent radio listeners during drive time. This means our current consumer is receiving messages while in transit to places like work, for example.

Outdoor advertisements

Outdoor advertisements are also a valuable media platform to our current consumer. This consumer is 42% more likely than the average consumer to show frequent involvement with this media form. Newspapers Newspapers follow outdoor ads as the next most used form of media. The index for newspaper use is 123, still indicating a strong likelihood that our current consumer uses newspapers more than the average.

Magazine

Magazine use is positive in our current consumer, yet not strong. Our current consumer is 13 percent more likely to be a frequent magazine reader than the average. The indexes for television were also lower. Primetime television is more likely to be used than cable television by our current consumer, with primetime television’s index at 104 and cable television’s index at 69. On the next page is a table with our more complete findings. We examined how the accumulation of the current consumer’s characteristics affected the likelihood that they would be a heavy user of any medium. A high index means that the current consumer is more likely to be a heavy consumer of that particular medium.

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

Age 35-44 Age. Region Age, Region, Age, Region, Age, Region, Family Family Status Family Status, Status, Education, Education Income CablE TV

MagazinE

101

113

NewspapeR

120

123

Radio Drive Time

118

126

131

152

Radio All Day

106

115

118

119

105

TV Primetime

104

Outdoor

105

106

114

131

142

Internet at Home

113

107

104

140

134

Internet at Work

135

141

143

229

214

[Data from Simmons OneView Results]

This chart shows that as we continue to zoom in on our current consumer by adding more demographics, the patterns continue to be very similar. The top four media seem to be internet, radio and newspapers or outdoor media. The indexes for television use among our current consumer are relatively low. When comparing primetime television and cable television, primetime is definitely the form of television our consumer uses more.

Media Used by Mexican Tourism Board Central website (visitmexico.com) that includes links to drive traffic to official Facebook, Twitter, Youtube, Instagram and Pinterest accounts 47 Partnerships and placements with media organizations including “ABC Television, Weather Network TV, Elle Magazine, Go Magazine, New York Times” and more.48 Print and online ads in U.S. market 49 Outdoor ads on buses, phone booths, street posters, and sides of buildings. 50 Pictures of these ads are featured on the Mexico Tourism Board’s website. 51 YouTube channel is linked to the website and some video ads are displayed on the website as well.

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

Media Used by Competitors of Mexico Tourism Board Jamaica Video advertisements featured on American Air flights in 2013. Shift in focus from television to social media nad mobile advertisements. Active on Twitter, Facebook and Pinterest Redeveloped website to attract travelers from outside North America.52 53 54

Hawaii Social media website Outdoor ads at sporting events Integrated ad campaign highlighting each of the separate islands, with advertisements on “television, print, online, social media like Facebook and the bureau’s website” to highlight individual 55 56

Creative Analysis Previous Campaign: The Place You Thought You Knew Launched in 2010 this campaign highlighted the natural wonders, architecture, and culture of Mexico, drawing the focus away from the white sandy beaches of Cancun and Acapulco. 57

Print In the five print advertisements and billboards that were produced, the tagline “Mexico: the place you thought you knew” is accompanied by a question or questions and an enhanced picture of one of Mexico’s lesser-known marvels. In the advertisement highlighting Cholula, Puebla (pictured), the questions state, “The biggest pyramid in the world? With a church on top?”58 The surprise is not just what it is, it’s where it is.

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

These ads directly address the fact that most American consumers already have a preconceived notion of what Mexico is, and dispel that notion by showing Mexico as awe-inspiring. Four other ads with the same format draw attention to the under water trees of Cenote Angelita, Quintana Roo; the beachside colonial city of Mazatlan; the monarch butterflies of Michoacan; and the Statue of Liberty sized cave of San Luis Potosi. The vibrant pictures complemented by interesting facts are made cohesive with the same font and the colorful Mexico logo. Note that these ads do not prominently feature people—perhaps to emphasize that the consumer could “own” their Mexico experience—have a unique trip all that they discover themselves.

Television To supplement the print ads, commercials were released to highlight areas of Mexico that are less popular yet highly desirable vacation spots. These commercials relied heavily on emotional appeals placing the visitors in a state of euphoria, surrounded by the wonders of Mexico. We see different commercials catering to different target audiences: a family, a couple, a single man, and a group of friends. In each commercial you are asked to observe these people on their vacations as one person reminisces in real time about the memories they are making. We hear their voice, almost as if we can hear their thoughts. They use repetitive sentence structures throughout the commercial making statements such as “this is…” or “a place where” and even “these are” create a parallel structure throughout the different commercials.59 With each statement is a different, visually appealing video of a unique experience that you can only have in that location of Mexico. In this way, we are asked to see vacations to Mexico as a diverse adventure one that exceeds expectations and leads to realizations.

Mini-Campaign: Mexico Taxi Project The “Mexico Taxi Project” featured real Americans who had returned from their trips to Mexico, who were picked up from the airport in a cab with a hidden camera. They proceed to answer questions about where they went, what kind of experience they had, and whether or not they felt safe. Mexico Tourism Board stated that, “It’s better that an American talks to an American than having the Mexican government talk to an American,” and used social media as well as the Mexico Taxi Project videos that were placed on YouTube to push this idea.60

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

Current Campign: “Live it to Believe It.” The “Live it to Believe it” campaign focused on a European target market trying to encourage young European couples and women to travel to Mexico. These commercials featured women once they have returned home from vacation, reminiscing on their experiences through a narrated montage. They call the experience “Indescribable” and close with slogan: “Live it to believe it.” Two commercials had the same woman speaking the voiceover and the same music in the background. However, the visuals were very different as one focused on Mexico City’s culture and the other focused on the luxurious and intimate side of Vallarta-Nayarit. These ads diverge from “The Place You Thought You Knew” in a few key ways. First, “Live it to Believe It” is putting a greater emphasis on urban life. In a spot for the Vallarta-Nayarit, a woman is shown enjoying a massage at a resort, but then seconds later is wandering the streets of a city during a festival. The advertisement for Mexico City highlights both contemporary and historic architecture, and cosmopolitan scenes of fine dining and ritzy stores. Both ads close with the woman finding she daydreaming about Mexico back home in their normal lives. Where “The Place You Thought You Knew” ads highlighted a piece of Mexico that could be all yours, these new commercials frame Mexico as a place you will be wishing was yours. They also emphasize that Mexico can offer a 21st-century city setting. It’s important to note how this campaign is not gaining a lot of U.S. exposure because of its target—consequently its positioning of Mexico is not reaching the primary consumer of Mexico trips—Americans. Overall, Mexico Tourism Board’s campaigns all have strong and aesthetically appealing visuals while focusing on reminiscing on vacations that are meaningful and diverse. They each display Mexico Tourism Board’s logo very clearly and incorporate names of specific locations throughout their advertisements.

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

Competitors In the creative category of the competitors, there are very evident themes: emphasis on visual appeals, displaying diversity, and welcoming visitors.

Hawaii Hawaii Tourism’s creative focuses on personal stories and emphasizes that Hawaii is “an opportunity to vacation within the United States, yet had the exotic appeal of a foreign destination,” something very in-line with the competitive advantage we identified earlier.61 The Stories of Hawaii segment of their website, also displayed on YouTube, houses videos of people telling stories about their personal connections with specific attractions or unique aspects of Hawaii like whale-watching, volcanoes, swimming with manta rays, luaus, music, cuisine, and more. The colors, sights and sounds form an emotional appeal and you are encouraged to build a connection with the island like others have.

Additionally, Hawaii prominently highlights their hospitality with their website. The main text on the front page of their website says, “The people of Hawaii would like to share their islands with you.”62 This statement successfully shows that along with a beautiful vacation, a Hawaiian vacation is also one where you can feel welcome, safe, and tranquil surrounded by people who care about “their island.”

Jamaica Jamaica uses a version of Bob Marley’s song “One Love” that says, “Come to Jamaica and feel alright,” and the slogan “Once you go, you know,” in their commercials to highlight that coming to Jamaica is an uplifting experience.63 The reggae music gives a laid back feel as videos roll of people having fun in Jamaica with the people, the beaches, and the food. Some commercials also feature Olympic gold medalist Usain Bolt and other Jamaican people doing his signature lightning bolt pose.64 This successfully connects Jamaican people with one another and the commercials show visitors connecting with Jamaican people as well. This idea of connectivity and the song “One Love” aim to create a sense of welcoming, similar to Hawaii. We noted that nothing in these ads is especially divergent from how people already perceive Jamaica’s brand. Unlike Mexico, Jamaica embraces the familiar images of laid-back living and Bob Marley that people already associate with it.

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

“

Situation Analysis

Other Competitors Puerto Rico’s uses real vacationers photos through social media like Twitter, Instagram, and Pinterest to put on their website.65 By using unpaid vacationers’ pictures and comments about real people’s experiences, Puerto Rico seems trustworthy and promoted by peers. Bermuda and its “Bermuda is so much more” campaign emphasizes Bermuda’s proximity to East Coast cities, rich history, seasonal activities, and safety.66 It has a very memorable logo that highlights the famous Bermuda shorts and the campaign has its own song about Bermuda that is featured in all of its commercials.

Major Stakeholders 1. Private Sector The private sector consists of hotels, restaurants, resorts, tour operators, and more. Their commitment to tourism’s success is clear: last October, eleven of Mexico’s major tourism companies and associations (which represent the above stakeholders) signed commitments to the United Nations World Tourism Organization’s Global Code of Ethics for Tourism.67 This symbolic statement is backed by serious investment: from January 2007 to September 2012, the private sector invested over $20 billion dollars in developing tourism projects, and this year pledged an additional $8.6 billion.68 69 An important point is that the latter announcement was made not by the private sector but Mexico’s president, Enrique Pena Nieto, which shows that the public and private sectors will work together to increase tourism.70

2. Mexico’s Government Mexico’s President Nieto demonstrated the government’s dedication declared 2011 the “Year of Tourism.” In February of this year, the Mexican government revealed a new policy that is designed to increase Mexico’s tourism by improving legislation, development and collaboration with the private sector.71 Furthermore, the president recently established a new Tourism Cabinet that includes such officials as the Secretary of Economy, the Secretary of Foreign Relations, and the Secretary of Treasury—an indication that government officials understand how much tourism affects Mexico’s viability as a nation.72 Mexican authorities have recently been working with U.S. officials to improve public security to increase American tourism.73

3. Foreign Investors The third stakeholders are foreign investors—companies who are not Mexico-owned but benefit from tourism in the country. This stakeholder group has been consistently booming in the past decade, demonstrated by a 53% increase in foreign investment in Mexico’s tourism industry since 2001.74 Drug violence has not deterred foreign companies and firms from investing $1.9 billion in hotels and $1.76 billion n resorts in 2012.75 Hotel chains make up the core of this group, notably Hilton Worldwide, Marriot, Sheraton, and InterContinental Hotels Group.76

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

4. Mexican Citizens Mexican citizens depend on the tourism industry both directly and indirectly for economic support. In 2011 over 2,900,000 jobs were directly tied to tourism.77 This stakeholder group is also expanding: presently, 13.7% of jobs in Mexico are directly or indirectly related to tourism, but this number is expected to rise to 14.6% by 2022.78 Furthermore, for every $1 million invested in tourism, an estimated additional $1.5 million is added to the Mexican economy, and the number of jobs created per invested dollar is high for this industry.79

Past Public relations Efforts “Live it To Believe It” Live It to Believe It, was launched in September 2013 at a public relations event at the New York Museum of Natural History; the event revealed the 5-point program designed to increase tourism in Mexico.80 The location here is important: by locating their campaign launch in the United States, the Board makes a clear statement about who it intends for its consumer to be.

Political Public Relations President Pena Nieto used a press release to announce the National Development plan of 2013-2018 to reposition the Mexican Tourism Industry worldwide to ensure that Mexico will become a powerful world leader in tourism. He proposed four strategies to make this campaign a success; sectoral planning and transformation, innovation and competitiveness, develop and promote investment and sustainability and social benefit.81 Former Secretary of Tourism Gloria Guevera was integral in PR efforts. Guevera stated in a public interview that she and her team “need to make citizens feel like stakeholders, focus on the idea that transparency is key, connect with and build the trust of all key stakeholders with the help of social media, and always play offense”.82

Public Opinion 72% of Americas surveyed reported drug cartels and traffickers as the main reason behind their negative views towards Mexico. 85% of people cited that they heard these negative stories and developed these viewpoints due to the news. Those surveyed also mentioned the most unsafe areas of Mexico were the border cities, while cities like “Cancun, Puerto Vallarta and Cabo on the other hand, had a more positive perception.”83

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

SWOT Analysis Strengths

Weaknesses

1.Variety of activities available to travelers at many destinations. 2.Proximity: Mexico is the nearest foreign travel destination to many Americans. 3.Extensive tourism infrastructure: larger portion of the economy to support travel, with signs of growth.

1. Weak public perception, especially in terms of safety. 2. Media placements do not reach U.S. consumer. 3. Many parts of country are not “destinations.”

Threats

Opportunities

1. Unpredictable weather. 2. Ongoing Drug War (continues to threaten perception). 3. Potential travel advisories from American border states warning against Mexico travel.

1. Public and private sectors are willing to invest. 2. Increase in travel by U.S. citizens following end of economic recession. 3. Emerging markets for business and ecotourism—ties to our target of young professionals interested in outdoors activities.

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Situation Analysis

Key Issues and Implications 1. There is a lack of U.S. advertising investment from the Mexico Tourism Board which is counterproductive to increasing American tourism. “Live it to Believe It” is central campaign, but has European focus. Americans develop opinion on Mexico without being exposed to its branding, consequently high numbers associated it with “drugs” or consider it unsafe. Implication: Mexico must make the United States market a focus of its campaign, including increasing media placements and PR efforts in the country.

2. There is a uniform view of Mexico due to generalizations of the country, preventing it from showcasing its individual cities/components and what they have to offer; Drug crime perceived as a national issue despite being located in different regions. Not every region is ideal for travel but “Mexico” the country is treated as a destination. Implication: The Mexico Board of Tourism must focus on the parts over the whole, highlighting regions or sets of regions that can draw tourists.

3. Mexico Tourism Board’s inconsistent branding efforts create confusion as to the country’s overall brand and competitive advantage. Branding and creative ranges balancing beaches, cultural sites, romantic getaways and more. Proximity underemphasized but can effectively draw many tourists. Implication: Mexico Board of Tourism must make its competitive advantage (proximity) and integral part of its branding and creative strategy.

“There are great things to be said about this team. They are excellent, dedicated, creative, smart, and ethical to name a few.” -University Communications

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Campaign strategy Daniel Hechter

Account Director

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Campaign Strategy

Objectives Our campaign objectives directly address the three key issues stated in our situation analysis: there is a lack of advertising investment in the U.S. from the Mexico Tourism Board, which is counterproductive to increasing American tourism and overall awareness; there is a uniform view of Mexico due to generalizations of the country, preventing it from showcasing its individual cities/components and what they each have to offer; and the Mexico Tourism Board’s inconsistent branding efforts create confusion as to the country’s overall brand and competitive advantage. Therefore, our objectives are as follows: Produce content that generates buzz among our target market, creating awareness and stimulating an influencer marketing chain reaction Position the country as a playground for passions with various components offering a variety of activities and brand each trip as a way of satisfying a bucket list activity – thus, stimulating Mexico’s brand loyalty Emphasize Mexico’s competitive advantage as a convenient, close and cost-effective travel destination

Consumer Target Primary Target SWAGG. Not to be confused with its modern-day homonym used to express a sense of style, SWAGG is Mexico’s primary target market: Southern and Western Affluent Go-Getters. These young professionals live in locations with close proximities to Mexico. Their disposable income, values and behaviors, and ability to be easily influenced make them the group most receptive and responsive to our calls to action. Through extensive Simmons OneView research, we have determined essential demographics and psychographics for the SWAGG target market: Age / Gender: 25 – 34-year-old single males and females Geographic Region: Southwest/Pacific Region (specifically: Arizona, California, Colorado, Nevada, New Mexico, Oklahoma, Oregon, Texas, Utah, or Washington) Income Level: $50,000 – $99,999 Values: Social approval, other cultures, music, nightlife, outdoor activities Behaviors: Spending money rather liberally, taking risks, participating in outdoor activities, attending arts and entertainment events Easily Influenced

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Campaign Strategy

Money Talks Our target market’s financial outlook makes them a prime target for travel, as the overall age group embodies a sense of financial optimism. Through Simmons OneView surveys, adults ages 25 – 34 were 39 percent more likely to report that the upcoming year would be either somewhat or significantly better for them financially.84 This percentage climbed to 44 percent when considering only 25-34 year-olds in our selected 10-state region, and then soared to 65 percent when considering the SWAGG target market.85 Additionally, adults aged 25-34 were 53 percent more likely to report that they had received a better job in the past year, a number which rose to 68 percent for the SWAGG target market.86 This financial optimism and confidence is paired with a relatively liberal spending sense: the SWAGG target market was 40 percent more likely to agree that they “tend to spend money without thinking.”87 People in the SWAGG group were also 50 percent more likely than average to agree that they “enjoy taking risks.”88 With disposable income increasing exponentially – as well as an adventurous outlook on life – we have reason to believe the SWAGG target market will respond positively to our campaign. Members of the SWAGG target market will have the desire to make multiple trips to Mexico destinations to fulfill our bucket list-type activities (described in the “Strategies” section), and their financial situations will allow them to do so comfortably, too. This will help to establish and maintain brand loyalty, thus directly coinciding with our positioning objective.

Location, Location, Location Our target market resides in a renowned hotspot for young professionals – a 10-state region of Southwestern and Pacific states within close proximity to Mexico.89 This proximity makes it easy for SWAGG members to take multiple trips to Mexico destinations (detailed in “Strategies” section) within a year, thus stimulating brand loyalty. Five of Forbes Magazine’s 15 Best Cities for Young Adults fall in our region90, as do six of their 10 Happiest Cities for Young Professionals.91 Furthermore, The Atlantic ranks nine cities in our region among its 25 Best Cities for Recent College Graduates.92 Taking all of this information into account, this geographic location has the highest concentration of our target market, and its proximity to Mexico allows us to emphasize the convenience and value of traveling to Mexico frequently in order to accomplish life goals and build memories.

Influenced It is important to note that our target market members are easily influenced by their peers: members of the SWAGG target market were 65 percent more likely to agree that they were “easily swayed by other people’s views,” and 15 percent more likely to agree that “it’s important [for them] to feel respected by [their] peers.”93 Therefore, through marketing initiatives (listed in our “Strategies” section) that revolve around word-of-mouth and bandwagon advertising techniques – marketing initiatives to help our target boost social status – we believe SWAGG members will model their peers’ behaviors and visit Mexico. We can also use this insight to seek out public relations opportunities for pop culture icons and prominent travel bloggers to publicly endorse Mexico, too. It’s all part of an influencer marketing chain reaction explained in our “Strategies” section.

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Campaign Strategy

Learn and Grow Additionally, the way our target market values other cultures works in Mexico’s favor. SWAGGs were 25 percent more likely than the average citizen to be interested in other cultures and 73 percent more likely to agree that they “love the idea of traveling abroad.”94

Let’s Get Physical Our target market also demonstrates an interest in participating in outdoor activities. While 25-34 year-olds often showed above-average indices for such activities, this index typically increased when considering our target’s region or income level.95 For example, 25-34-year-olds were 42 percent more likely than the average American to have participated in backpacking in the last 12 months; this percentage rose to 73 percent for people of that age living in our target region, and 119 percent for people in that age range who make $50,000 to $99,999.96 Below is a table comparing indices for outdoor activities in which our target participates.

Sports Participated in Last 12 Months

All Americans Ages 25 – 34

Americans Who Are 25 – 34 and Live in Target Region

Americans Who Are 25 – 34 and Make $50,000 - $99,999

Bicycling – Mountain / Road

122

143

192

Camping Trips (Overnight)

143

180

214

Mountain / Rock Climbing

154

188

125

Sailing

108

136

201

Salt Water Fishing

104

135

120

Surfing / Windsurfing

109

163

193

Tennis

128

133

119

150

179

378

122

Yoga Water Skiing

[Data from Simmons OneView Results]

“Fantastic creative, excellent problem solving and very insightful work. I highly recommend LGM to any client.” - UW School of Veterinary Medicine

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Campaign Strategy

Other Interests of the SWAGG Target Market Music: 30 percent more likely than average to have listened to music in the last 12 months | 90 percent more likely to have attended a concert in the last 12 months97 Culture: 39 percent more likely than average to have gone to a museum in the last 12 months | 63 percent more likely to have attended a theatre event in the last 12 months98 Nightlife: 52 percent more likely than average to have dined out in last 12 months | 155 percent more likely to have gone to a bar or nightclub, or gone dancing in the last 12 months99

Other Notable Insights of the SWAGG Target Market 72.6 percent of our target market has a valid passport – which means they are 76 percent more likely than the average American to have a passport100 The leading professions of our target market include: Healthcare, Law, Scientific and Technical Work, Educational Services, and Business and Management101

Secondary Target RALF. Currently in college pursuing a minimum of a four-year Bachelor’s degree, the Reliant and Love Fun (RALF) market is Mexico’s secondary target market. Impulsive, risk-taking and socially-conscious, RALF members possess the following demographics and psychographics: Age / Gender: 18 – 21 year-old single males and females Geographic Region: Southwest/Pacific Region (specifically: Arizona, California, Colorado, Nevada, New Mexico, Oklahoma, Oregon, Texas, Utah, or Washington) Income Level: Financially dependent on parents or legal guardians; household income within range of $60,000 - $250,000 Value: Spontaneity, adventure, social approval Behaviors: Taking risks, travelling internationally, influencing peers

More Money, More Adventure Our secondary target has similar financial behavior to our primary target; 18-21-year-olds who are enrolled in college and live in our 10-state region are 55 percent more likely than the average American to report feeling better off financially now than they did 12 months ago.102 Despite their financial dependence upon their parents, this imagined increase in income will incentivize them to spend more money on leisure activities. Furthermore, members of our RALF target market are 30 percent more likely to say that they do things “spur of the moment” and 66 percent more likely than average to identify as “risk-takers.” 103 They are also 100 percent more likely than average to agree with the statement, “I like to try things no one else has.”104 Their financial optimism, spontaneity and drive to adventure will make them responsive to our advertisements.

“Fantastic creative, excellent problem solving and very insightful work. I highly recommend LGM to any client.” - UW School of Veterinary Medicine

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Campaign Strategy

Does This Vacation Make Me Look Cool? Like the SWAGG target market, the RALF market members are significantly influenced by their social networks. For example, 18-21-year olds were 82 percent more likely than average to agree with the statement that they “take vacation experiences that help differentiate [them] from [their] friends;” this number soared to 123 percent when narrowing that down to our market.105 This personality trait works in our campaign’s favor of highlighting the endless opportunities available in Mexico’s components. Your friend explored caves in Playa Del Carmen? Well, you’re about to go paragliding in Valle de Bravo! The RALF target market is also 212 percent more likely to agree that their friends were more important to them than family.106 This target not only cares about their friends; they care what their friends think of them, and are influenced by the decisions of their peers. Therefore, we believe that if we can influence the RALF target market, they will, in turn, become influencers themselves. Upon graduating from college, members of the RALF target market will become members of SWAGG.

Leaders of the Pack Members of the RALF target market are 69 percent more likely than average to agree with the statement, “People often copy what I do;” 52 percent more likely than average to agree with the statement, “I am good at convincing others to try new things;” and 31 percent more likely to agree with the statement, “My friend and acquaintances look to me to organize activities.”107 These personality traits are perfect for our campaign objectives, for they increase the likelihood of an influencer marketing chain reaction:

Katherine Anne Klinger June 21, 2013

So yeah...I’m kissing a dolphin in Cancun, Mexico. This is a moment I will definitely never forget at Dolphin Discovery

Stephanie Coleman, Mike Fritag, Katie Stahre, Mimi Klinger and 45 others like this. View 4 more comments...

Katherine Beech Wait I’ve totally been there! It was so much fun. I can’t wait to go back in December!!!! :) June 25, 2013 at 7:48pm

Alexander Yant That is such an awesome picture. I am so incredibly jealous that you got to swim with dolphins. Where did you stay?! June 27, 2013 at 5:27pm

Calvin Kreamer Can you bring me with you next time?! I love Mexico! Warm weather, sun, and of course fun! :P

June 28, 2013 at 8:49pm

Caroline Collins Alex we went to the JW Marriot! It was

June 28, 2013 at 9:10am

Jess Carter This looks so fun! I should go to Cancun! June 30, 2013 at 10:36pm

Write a comment...

Travelers visit destinations in Mexico

They have great experiences and tell their networks

Katherine Anne Klinger June 21, 2013

So yeah...I’m kissing a dolphin in Cancun, Mexico. This is a moment I will definitely never forget at Dolphin Discovery

Stephanie Coleman, Mike Fritag, Katie Stahre, Mimi Klinger and 45 others like this. View 5 more comments...

Alexander Yant That is such an awesome picture. I am so incredibly jealous that you got to swim with dolphins. Where did you stay?! June 27, 2013 at 5:27pm

Calvin Kreamer Can you bring me with you next time?! I love Mexico! Warm weather, sun, and of course fun! :P

Since they look to these influencers for social approval and suggestions they visit destinations in Mexico themselves

June 28, 2013 at 8:49pm

Caroline Collins Alex we went to the JW Marriot! It was awesome! We also went parasailing, scuba diving, and got to see the Myan ruins in Tulum! Honestly it was the best trip ive ever taken and I think Katie would agree! lol June 28, 2013 at 9:10am

Jess Carter This looks so fun! I should go to Cancun! June 30, 2013 at 10:36pm

Katherine Anne Klinger Best. Break. Ever. July 1, 2013 at 4:03pm

Write a comment...

They have great experiences and then influence their networks and so on.

Their networks become intrigued

awesome! We also went parasailing, scuba diving, and got to see the Myan ruins in Tulum! Honestly it was the best trip ive ever taken and I think Katie would agree! lol

Can’t wait to go to Puerto Vallarta this Winter! It’s going to be awesome

“Fantastic creative, excellent problem solving and very insightful work. I highly recommend LGM to any client.” - UW School of Veterinary Medicine

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Campaign Strategy

Ready to Go Lastly, while 18-21 year-olds are less likely than the average American to hold a valid passport, this is not the case for the RALF target market.108 Members of our target market are 28 percent more likely than the average American to hold a valid passport.109 This trend also applied to frequency of foreign travel; while 18-21-year-olds are seven percent less likely than average to have reported foreign travel in the last three years, members of the RALF target market are 23 percent more likely to have traveled abroad and 76 percent more likely than average to have taken four or more non-business foreign trips.110 Ultimately, our secondary target is already prepared to travel to Mexico, and to go more than once.

Strategies

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Unique Selling Point: Mexico is a playground for passions with various components (destinations) offering a variety of fun activities in enhanced settings; each trip is a way of satisfying a bucket list activity

Not that Sun of a Beach You Used to Know

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Mexico’s current position is a tourist destination filled with sun and beaches. While previous efforts have been made to reposition Mexico as a cultural superpower111, they have proven to be unsuccessful – many Americans associate Mexico with drug cartels, violence and other crime.112 Therefore, we are repositioning Mexico as a one-of-a-kind, convenient, cost-effective playground for passions – a fun and exciting place with various components for tourists to have opportunities to do their favorite activities in enhanced settings. Leveraging its strength of being a country with rich cultural significance (SWAGG members will appreciate this), we are positioning Mexico as the quintessential location to accomplish bucket list-type activities. Why go “mountain biking” in suburbia when you can really do it through ancient Mayan ruins? Using the word “playground” is beneficial to Mexico’s brand, as it does the following: Symbolizes fun and adventure – things our target markets value Implies safety without directly addressing it Elicits warm childhood memories Demonstrates that each destination within Mexico offers something different – similar to each component of a playground offering different benefits Allows our target market to think about their passions and design trips that are indivudual to their interests

“Fantastic creative, excellent problem solving and very insightful work. I highly recommend LGM to any client.” - UW School of Veterinary Medicine

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Campaign Strategy

Examples of Cities and Activities to Highlight Valle de Bravo – Paragliding Merida – Annual, eight-day Merida Carnival with flower battles, salsa dancing and other festivities Todos Santos – Surfing San Miguel de Allende – Mountain Biking Huatulco – Snorkeling Playa Del Carmen – Exploring Caves Guanajuato – Hot Air Ballooning Puebla – Ziplining

Come a Little Closer Mexico’s main competitive advantage is its proximity to the United States; it is actually the closest country to the U.S.113 And since our target consumers reside in locations that neighbor Mexico, it will be easy for us to emphasize the country’s convenience. Through this convenience, we will be able to promote spontaneous getaways in addition to planned excursions.

Just Do It – In Mexico Previously stated in our consumer target analysis, our target market values social approval. So, to complement our conversion of vacations into social competitions, we are designing an application for web, social and mobile use titled “Did it in Mexico.” The app is an interactive, virtual bucket list with various activities to do in Mexico. Users can “check off” activities upon completion, and they can even see which activities their networks have completed, as it pulls information from their Facebook pages. To emphasize the app’s competitive nature, rewards will be given to users once they reach various milestones – such as status badges and travel coupons. In a way, this is the foursquare of tourism. Finally, users will be encouraged to share achievements on their social media networks through built-in share buttons – consequently boosting word-of-mouth advertising and producing their own content to generate buzz and start an influencer marketing chain reaction. We also plan on developing new social media accounts for “Did it in Mexico,” on which photos of tourists will be displayed – further humanizing the country and enhancing its competitive nature.

“Fantastic creative, excellent problem solving and very insightful work. I highly recommend LGM to any client.” - UW School of Veterinary Medicine

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Campaign Strategy

Are You Experienced? Our brand personality will embody that of our target market: it will be adventurous, competitive and youthful. We strive to make Mexico relatable to encourage our target market to make frequent trips – thus furthering our brand loyalty – and feel comfortable while doing so. Most importantly, we plan to make Mexico a responsive brand. We value two-way communication without major delay, whether it is through hiring website troubleshooting experts or simply replying to emails, social media posts or anything else along those lines. We value our consumers, and we are here to help provide them an unforgettable experience through which they can learn, grow and broaden their horizons – all while pursuing their passions.

Scope As we plan to promote Mexico as both a travel destination that involves accomplishing planned bucket list-type activities – as well a spontaneous getaway – we have designed our media plan to cater to those objectives. Below is a summary of our media plan, which achieves our objective of increasing strategic American media buys.

Essential Campaign Information Campaign Start Date: February 1, 2014 Campaign End Date: February 1, 2015 Months to Increase Ads: February and September

Days of the Week Spontaneous trips (weekend-getaways and quickly planned vacations): Mondays, Tuesdays, Wednesdays. We are choosing to focus on these three days that are early on in the week so people have enough time to plan a quick getaway vacation the week of, if they choose. We will increase advertising on holiday weekends such as Labor Day and Memorial Day. The types of advertisements we will use to enforce these spontaneous trips will be mainly internet and streaming audio and video. Our research shows that our primary target audience uses internet at work as a top media platform. Our secondary target consumer uses internet at home the most out of all media platforms.114 Because our target market is young professionals and our secondary market is college students, they are likely to be exposed to our message often through these media platforms. Pre-planned vacations Mondays - Thursdays. We are going to use television and radio advertising, specifically, throughout these days because young professionals are more likely to use these media and receive our message during these days as opposed to weekend days.

“Fantastic creative, excellent problem solving and very insightful work. I highly recommend LGM to any client.” - UW School of Veterinary Medicine

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Campaign Strategy

Times of the Day Spontaneous trips Advertisements will increase on the internet and streaming audio and video during lunch, midafternoon and after dinner for messages aimed at our primary target. We feel these are leisure times in young professionals’ days when they will be likely to use these mediums, notice the advertisements and retain our messages. For our secondary target, internet advertisements and streaming advertisements will take place throughout the day because this target is not restricted by a work setting. Pre-planned vacations For advertisements on the radio, we will focus on hours when young professionals will be in transit to and from work. Advertisements on television will be more prominent during night time hours when a young professional is no longer working for the day. We will target advertisements at young professionals and students in the evening hours on both primetime networks and cable.

Days of the Month

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Exporing, scuba diving, hiking, relaxing, fine dining, swimming...It had it all! I can’t wait to go back. - ANdrew greenburg: tulsa, arizona

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

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We are going to increase our advertising slightly before the 1st, 15th and 30th of each month to coincide with pay periods of most companies of young professionals. We want to target people before pay periods to put the idea of travelling to Mexico destinations in their heads, so when they do have extra money to spend on a vacation, they will have already been exposed to our advertisements. Media such as outdoor and magazine strategies will also coincide with these times of the month due to the same reason. Months of the Year We are going to heavily focus on the month of February because we want to make our new campaign well-known and we also want to target our secondary audience to begin planning a spring break trip. We are also planning to advertise during the Olympics – in its own right, a playground for passions for athletes – which occurs at the beginning of February. We have reason to believe our positioning and branding strategies will complement this event.We will increase our advertising again at the beginning of September to promote pre-planned trips for the holidays for both our primary and secondary audiences.

“Fantastic creative, excellent problem solving and very insightful work. I highly recommend LGM to any client.” - UW School of Veterinary Medicine

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Campaign Strategy

All Americans Ages 25 – 34

Americans Who Are 25 – 34 and Live in Target

Cable TV

104

Magazine

Newspaper

Radio Drive Time

101

102

120

Radio All Day

TV Primetime

Outdoor

108

114

135

123

118

148

135

148

329

Media Consumption Habits

Internet at Home

Internet at Work

Americans Who Are 25 – 34 and Make $50,000 - $99,999

[Data from Simmons OneView Results]

Media Allocation Internet (SEM, Web Advertisements, Social Media Marketing) Television (Cable and Primetime with an Emphasis on Cable) Outdoor (Buildings, Billboards, Bus Stations, Public Transportation) Radio (Top talk show radio stations that most young professionals listen to before/ after work) Streaming Audio and Video

Magazines

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Campaign Strategy

Percentages Internet – 30% Television – 30% Outdoor – 20% Radio – 10% Streaming Audio and Video – 5%

Rationale Internet- 30% Internet was ranked as our highest media platform among both our primary and secondary target consumers, with use both in the home and at work. Our secondary target consumer’s index was 185, which shows that they are 85 percent more likely than the average consumer to use internet.115 The budget for internet will be divided among SEM, banner advertisements and social media marketing, encompassing Facebook, Twitter, YouTube, etc. We will also implement free SEO tactics to ensure our pages result from as many relevant search terms as possible (detailed in media plan). Television- 30% Television was ranked as the fourth most used media by our primary target consumer.116 We are designating 30 percent of the media budget because television is a more expensive platform for advertising. Advertisers still spend more money on television advertising than online advertising. We conclude from this statistic that television has more of an impact on the consumer.117 Television also ranked third among our secondary consumer, therefore enforcing our decision to give this percentage of our media budget to television.118 We are going to advertise on both cable and primetime television because our target market uses both these forms in substantial quantities.119 Specific shows and channels are detailed in our media plan. Outdoor- 20% Outdoor advertising was ranked the third highest in media awareness for our primary target consumer and fourth among our secondary target.120 Because of the high statistic we think it is important to designate a high portion of our media budget to this platform. Within our category of outdoor advertising, we are going to place ads on buildings, billboards, in public transportation and on college campuses to reach our target market. We have found that millennials, which include ages 17-35, use public transportation very often, making it an effective media platform for our message.121 Radio- 10% Radio advertising will make up 10 percent of our media budget because it was the third most used media platform among our target consumer and had an index of 130 percent for our secondary consumer, indicating that they are 30 percent more likely than the average consumer to use radio.122 It is important to note in our data that radio was separated into two categories of radio all day and radio drive time. This portion of the media budget will mostly be used during radio drive time due to its high index relative to radio all day.

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Campaign Strategy

Streaming Audio and Video- 5% Although there was not a category in Simmons OneView, streaming is accessed mainly through internet. Because our audiences have such a high usage in internet, we feel that it is safe to include streaming of audio and video in our budget. More specifically, we are going to put advertisements on platforms such as Hulu, Pandora and Spotify. Our primary and secondary target consumers are proven to fall within Hulu’s target consumer of 18-49 year olds.123 Magazines- 5% Magazines were ranked fifth in media usage among our target markets.124 Although this media platform is not used as highly as others within our target market, we believe it is valuable to designate a small portion of our budget to magazines because they have a high pass along factor and through this medium, we will be able to effectively target our market.

Geographical Strategies Based off our research, we plan on focusing our media efforts on ten states in the West, Southwest and Southern regions of the United States. We strategically chose this region based off the proximity factor that coincides with our brand/creative strategy and the high volume of our target markets’ members that reside in these places. We feel that the best way to reach our target markets would be to emphasize our media efforts in the metro cities of the states we have chosen, because a large portion of our target market resides in these regions. The map below pinpoints the cities in which SWAGG and RALF members reside. It is important to note while they share the same region, their psychographics differ and, thus, our targeted messages will differ, too.

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Campaign Strategy

MESSAGE STRATEGY Main Objectives Consistently deem Mexico as a playground for passions with various components (destinations) that offer tourists to do fun activities in enhanced settings and learn and grow Utilize testimonials from unpaid, satisfied tourists to influence/stimulate Mexico destination travel Produce intriguing content to drive website visits Inspire others to travel to Mexico destinations for meaningful experiences Demonstrate Mexico destinations are conducive to a healthy, rewarding lifestyle – one that encourages dreaming big The main message we are conveying is that Mexico’s components offer a variety of activities that cater to our target market’s existing needs and acts as a convenient, cost-effective playground for passions. Thus, “passions” is our key word – a word with warm and positive connotations. We are finding activities our target market enjoys doing and we are showcasing them in Mexico destinations – demonstrating their abilities to allow our consumers to gain more from these activities there than they would in any other country.

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Campaign Strategy

So why should people care? Well, we are offering opportunities for them to do what they love in enhanced settings. Additionally, we are offering them a convenient, cost-effective vacation that’s worthwhile. We are offering them opportunities to compete with their networks, build a reputation and boost their social status. We are allowing them to build memories. We are allowing them to grow.

So, why should people believe us? Well, don’t take our word for it. Take it from several satisfied, unpaid tourists. Through including testimonials in our advertisements, we will show our target market that their peers are finding their trips to Mexico worthwhile. Furthermore, our “Did it in Mexico” application and associated social media campaigns will be great promotion tools that will cater to our target market’s needs to seek social approval. After seeing our campaign, we anticipate our target market will feel intrigued enough to visit Mexico’s website and find out what Mexico can offer them. We will implement web analytic tools such as Google Analytics to regularly track pageviews to determine how many people are visiting Mexico’s site. We will also be able to determine further demographics and psychographics of our target market through website registration and survey forms. This information will help us continue catering to our target market’s needs. We want our target market to feel inspired to travel to Mexico and, upon returning from their trips, feel that their vacations were worthwhile and meaningful experiences that allowed for personal growth. We want our target market to view Mexico’s brand as one that is relatable, as well as one that is conducive to a healthy, rewarding lifestyle – one that encourages dreaming big, too.

CREATIVE BRIEF Our campaign will launch creative to address Mexico’s three key issues: the lack of advertising investment in the U.S. from the Mexico Tourism Board; the uniform view of Mexico due to generalizations of the country, preventing it from showcasing its individual cities/components and what they each have to offer; and the Mexico Tourism Board’s inconsistent branding efforts create confusion as to the country’s overall brand and competitive advantage. Through print, television, radio, and interactive media, we will strive to strengthen brand image and emphasize the many opportunities Mexico destinations have to offer. Our target market research has found that the members of our primary and secondary target audience are impulsive, impressionable and seek social approval from their peers. This key insight has led the creative vision – and through our use of real vacationers’ testimonials – we want our target market to trust their peers and follow their lead.

“Fantastic creative, excellent problem solving and very insightful work. I highly recommend LGM to any client.” - UW School of Veterinary Medicine

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Campaign Strategy

We want our audience to feel intrigued by the different opportunities, adventures, and destinations that Mexico destinations have to offer and visit the Mexico Tourism Board’s website to learn more. In our advertisements, instead of highlighting Mexico as a whole, we will be highlighting specific destinations in Mexico. By placing aesthetically pleasing photographs of each destination next to real feedback, we want our target market to trust what real travelers say, and feel comfortable and confident in their choice to vacation in those certain areas of Mexico. As we communicate our main message, that a Mexico destination vacation is memorable and highly desirable, we will accompany each advertisement with the tagline “A Playground for Passions.” The playground reference encourages reminiscent memories and alludes to the fact that Mexico destination trip is one to be cherished, remembered, and re-lived; the passions reference addresses Mexico’s components’ diverse range of activities that allow one to let their passions to run wild. The tone and manner of our campaign will vary by target audience. For our SWAGG audience, the visuals will be more refined and will reference activities of exploration and culture. These images and testimonials will portray a vacation that one would tell others about, encouraging physically demanding activities, sightseeing, and memory-making. The RALF target market’s advertisements will appeal to their more youthful and festive side. These images will allude to break activities, having “young fun,” and experiencing a more leisurely and less structured trip. The executional considerations of our campaign include maintaining a consistent brand image across all target markets. This will be done through using set fonts, the tagline and a similar message structure in each medium. The implementation of these advertisements and promotional devices in the media mentioned in the sections above will begin to positively rebrand and reposition Mexico, encourage tourism from our target markets and prepare tourists for the positive memories to be made in Mexico’s “Playground for Passions.”

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

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“Fantastic creative, excellent problem solving and very insightful work. I highly recommend LGM to any client.” - UW School of Veterinary Medicine

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Creative plan Lauren Nicole Mather

Creative Director

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Creative Plan

Strategies What do we know about our target market? We know that they are young professionals seeking a stress free getaway. And how do they decide where to vacation? They look to their network of peers. With this key insight in mind LGM has produced sharp, clean, and visually stimulating advertisements that draw our target market in through the use of vibrant colors and aesthetically pleasing photos. Furthermore, we bolster the brands credibility and persuasiveness through the use of consumer quotes.

Big Idea Our big idea is to use real Mexico vacationers who share the same demographics and psychographics as our target markets to influence their peers. In order to make our audience feel intrigued by the different opportunities, adventures, and destinations that Mexico has to offer, the testimonials will describe the activities and the experience the vacationers had in specific Mexico destinations, as well as display the vacationer’s name and city and state of residence. To avoid the uniform view and negative generalizations of the country, our advertisements will highlight individual destinations and what they each have to offer. Accompanied by striking visual images of exciting activities, these advertisements will work to draw attention to the plethora of passions and cities Mexico allows you to explore.

Key Elements The tagline “A Playground for Passions” will be clearly displayed on each advertisement to encourage reminiscent memories and allude to the fact that a Mexico vacation is one to be cherished, remembered, and re-lived. Our target market will be intrigued by this tagline and visitmexico.com will be displayed underneath to encourage our audience to find out more on the Mexico Tourism Board website. Other continuity devices that will be employed are the use of the same font and the design element of quotations in each advertisment regardless of the medium. The quotations will reinforce the customer feedback and show that real people are informing you about their experiences as opposed to a company telling you about their brand.

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

Rebranding Efforts

Additionally, to address Mexico Tourism Board’s inconsistent branding efforts, LGM has created a new brand image for Mexico and each of its destinations. By displaying a consistent font with pictures within each letter, each city advertised will be branded in accordance with the same theme. Our creative will work to shape Mexico as cohesive brand that offers fresh, youthful, and active vacations that you will want to share with your network.

“You WANT LGM as your ad agency. They bring freshness and innovation that I haven’t seen anywhere else” - Candia Communications

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Creative Plan

Print Advertisements Magazine Ad: Tulum

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Breathtaking. A beautiful mix of nature and culture encourgaging exploration AND RELAXATION.

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- Alexander Hanson: Seattle, Washington

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

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“You WANT LGM as your ad agency. They bring freshness and innovation that I haven’t seen anywhere else” - Candia Communications

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Creative Plan

Magazine Ad: Playa Del Carmen

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The only place Where you can scuba dive in a fresh water swimming POOL in the middle of the jungle. It’s unbelivable. - Paige Clark: Sacramento, California

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

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“You WANT LGM as your ad agency. They bring freshness and innovation that I haven’t seen anywhere else” - Candia Communications

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Creative Plan

Magazine Ad: Cancun for RALF Target Marget

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THe Epitome of fun in the sun. i won’t go anythere else for break.

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-laura mighdoll: university of arizona

A PLAYGROUND FOR PASSIONS -visitmexico.com-

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Rationale For our secondary target market, our creative will feature activities that are desirable to college age students. These ads will differ from our SWAGG ads in that we will highlight the university the individual attends instead of highlighting the vacationer’s city and state of residence. Our rationale behind this decision is that it is directly showing our RALF target market that their peers are taking vacations to Mexico. We know our RALF market is highly influenced by their peers and want to participate in trendy activities. By showing our RALF market that there is a buzz about Mexico vacation destinations, it encourages them to want to join that buzz by experience the vacation themselves and then discussing it with their social network.

“You WANT LGM as your ad agency. They bring freshness and innovation that I haven’t seen anywhere else” - Candia Communications

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Creative Plan

Outdoor Ad: Cozumel

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Exporing, scuba diving, hiking, relaxing, fine dining, swimming...It had it all! I can’t wait to go back. - ANdrew greenburg: tulsa, arizona

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

”

“You WANT LGM as your ad agency. They bring freshness and innovation that I haven’t seen anywhere else” - Candia Communications

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Creative Plan

Online Advertisements Static Online Ad: Yucatan

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The best vacation I’ve ever had. Each and Every experience was breathtaking and awe-inspiring. - Tommy Hansfield: San Diego California

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”

A PLAYGROUND FOR PASSIONS -visitmexico.com-

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The best vacation I’ve ever had. Each and Every experience was breathtaking and awe-inspiring. - Tommy Hansfield: San Diego California

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

“You WANT LGM as your ad agency. They bring freshness and innovation that I haven’t seen anywhere else” - Candia Communications

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Creative Plan

Rich Media Online Ad: Akumal

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ON one coast you can do everything...

PArasail

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ON one coast you can do everything...

PArasail

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

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Scuba dive

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

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-visitmexico.com-

Sail

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Amazing

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- Alex aguilar Portland, Oregon

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

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ON one coast you can do everything...

Sail

- Alex aguilar Portland, Oregon

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ON one coast you can do everything...

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ON one coast you can do everything...

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A PLAYGROUND FOR PASSIONS

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- Alex aguilar Portland, Oregon

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- Alex aguilar Portland, Oregon

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Scuba dive

- Alex aguilar Portland, Oregon

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ON one coast you can do everything...

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- Alex aguilar Portland, Oregon

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

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- Alex aguilar Portland, Oregon

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

”

Rationale This rich media online advertisement will include animation that will draw the audiences’ eye as they reach the designated website page. With the flowing water of the ocean and the moving elements of the parasail, scuba diver, sailboat, and turtle, this advertisement will highlight four unique activities you can do in Akumal. By highlighting these elements, our target market will be intrigued and can click on the ad taking them to the Mexico Tourism Board website. This creates a simple two step process drawing attention to a destination in Mexico and then gaining the instant gratification by clicking and being able to see any and all information.

“You WANT LGM as your ad agency. They bring freshness and innovation that I haven’t seen anywhere else” - Candia Communications

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Creative Plan

Broadcast Advertisements

Radio Ad Script VO 1: After a one hour flight I was in a whole new world….. swinging on a zip line over the Pacific Ocean, jumping into a hidden water fall, scuba diving with sea turtles, eating the most amazing food, loving life, and exploring my passions. I felt alive and stress-free. I wouldn’t have wanted to be anywhere else. VO 2: Riviera Maya, “A Playground for Passions.” Learn more at visitmexico.com.

Rationale This Radio Ad is meant to ellicit imagery that appeals to our target audience’s active side. By using strong action verbs that allude to activities that can be done both on a playground and in a Mexico destination, our audience will be squirming in their car seats to get moving. The mention of proximity will allow them to imagine trading in their hour drive to work for an exciting vacation that allows them to escape their mundane work schedules and act out their passions. Furthermore, by having two voices in the ad, the first voice will serve as the testimonial, carrying out our big idea of using real peoples experiences to influence our audience.

Televsion Advertisements What kind of buzz can a Mexico vacation create for you? Our broadcast advertisements, specifically our television advertisements, will display how social networks discuss their vacation activity and will show our target market that their peers are having positive experiences with their Mexico vacations. We will use real people’s Facebook activity to show how Mexico destination trips are trendy and your activities there will be buzzworthy.

Key Aspects Use Facebook to display positive discussions of Mexico destination vacations Video of an individual participating in many adventurous activities on their trip Advertisements end with brand image, tagline, and website These ads will start with a vacationer seeing that they have a notification on one of their photos. The photo will be a picture of the vacationer doing a unique activity in a Mexico destination. Then they will read the new comment, the video will zoom in on the picture, and the picture will turn into a video. The video will display them on their vacation participating in diverse activities and the audio will be the natural sound of those activities emphasizing the adventure and natural experience they had on their vacation. The video will zoom back out to the Facebook page and you will see/hear the vacationer type a final comment that sums up their awesome trip. They will click to the next photo and the photo will be a picture of the brand image, tagline, and website. Finally, a new voice will read the text on that photo aloud announcing the city and where you can learn more.

“You WANT LGM as your ad agency. They bring freshness and innovation that I haven’t seen anywhere else” - Candia Communications

“

Creative Plan

Television Ad: Cancun Katherine Anne Klinger June 21, 2013

VO: One new comment. “This looks so fun! I wish I could go to Cancun!”

So yeah...I’m kissing a dolphin in Cancun, Mexico. This is a moment I will definitely never forget at Dolphin Discovery

Stephanie Coleman, Mike Fritag, Katie Stahre, Mimi Klinger and 45 others like this. View 4 more comments...

Katherine Beech Wait I’ve totally been there! It was so much fun. I can’t wait to go back in December!!!! :) June 25, 2013 at 7:48pm

Alexander Yant That is such an awesome picture. I am so incredibly jealous that you got to swim with dolphins. Where did you stay?! June 27, 2013 at 5:27pm

Calvin Kreamer Can you bring me with you next time?! I love Mexico! Warm weather, sun, and of course fun! :P

June 28, 2013 at 8:49pm

Jess Carter This looks so fun! I should go to Cancun! June 30, 2013 at 10:36pm

Write a comment...

Zoom into picture. Picture becomes video.

Katherine Anne Klinger June 21, 2013

So yeah...I’m kissing a dolphin in Cancun, Mexico. This is a moment I will definitely never forget at Dolphin Discovery

Stephanie Coleman, Mike Fritag, Katie Stahre, Mimi Klinger and 45 others like this.

NATSOT of water and dolphins

View 4 more comments...

Katherine Beech Wait I’ve totally been there! It was so much fun. I can’t wait to go back in December!!!! :) June 25, 2013 at 7:48pm

Alexander Yant That is such an awesome picture. I am so incredibly jealous that you got to swim with dolphins. Where did you stay?! June 27, 2013 at 5:27pm

Calvin Kreamer Can you bring me with you next time?! I love Mexico! Warm weather, sun, and of course fun! :P

June 28, 2013 at 8:49pm

Jess Carter This looks so fun! I should go to Cancun! June 30, 2013 at 10:36pm

Write a comment...

Video cuts to jungle NATSOT of zip line, jungle, and girl’s reaction to the experience

Video cuts to underwater NATSOT of water and scuba diving

“You WANT LGM as your ad agency. They bring freshness and innovation that I haven’t seen anywhere else” - Candia Communications

“

Creative Plan

Video cuts to beach NATSOT of girls laughing and the beach

Katherine Anne Klinger June 21, 2013

So yeah...I’m kissing a dolphin in Cancun, Mexico. This is a moment I will definitely never forget at Dolphin Discovery

Video fade out back to Facebook page VO: Yeah.... Best. Vactaion. Ever

Stephanie Coleman, Mike Fritag, Katie Stahre, Mimi Klinger and 45 others like this. View 4 more comments...

Katherine Beech Wait I’ve totally been there! It was so much fun. I can’t wait to go back in December!!!! :) June 25, 2013 at 7:48pm

Alexander Yant That is such an awesome picture. I am so incredibly jealous that you got to swim with dolphins. Where did you stay?! June 27, 2013 at 5:27pm

Calvin Kreamer Can you bring me with you next time?! I love Mexico! Warm weather, sun, and of course fun! :P

June 28, 2013 at 8:49pm

Caroline Collins Alex we went to the JW Marriot! It was

awesome! We also went parasailing, scuba diving, and got to see the Myan ruins in Tulum! Honestly it was the best trip ive ever taken and I think Katie would agree! lol June 28, 2013 at 9:10am

Jess Carter This looks so fun! I should go to Cancun! June 30, 2013 at 10:36pm

Best. Break. Ever.

Katherine Anne Klinger

Video stays on Facebook page

June 21, 2013

So yeah...I’m kissing a dolphin in Cancun, Mexico. This is a moment I will definitely never forget at Dolphin Discovery

Stephanie Coleman, Mike Fritag, Katie Stahre, Mimi Klinger and 45 others like this. View 5 more comments...

Alexander Yant That is such an awesome picture. I am so incredibly jealous that you got to swim with dolphins. Where did you stay?! June 27, 2013 at 5:27pm

Calvin Kreamer Can you bring me with you next time?! I love Mexico! Warm weather, sun, and of course fun! :P

June 28, 2013 at 8:49pm

Caroline Collins Alex we went to the JW Marriot! It was

awesome! We also went parasailing, scuba diving, and got to see the Myan ruins in Tulum! Honestly it was the best trip ive ever taken and I think Katie would agree! lol June 28, 2013 at 9:10am

Jess Carter This looks so fun! I should go to Cancun! June 30, 2013 at 10:36pm

Katherine Anne Klinger Best. Break. Ever. July 1, 2013 at 4:03pm

Write a comment...

Video cuts to new Facebook page

MEXICO

July 2, 2013

To learn more about the coutless opportunities for unforgettable vacations in Mexico, go to visitmexico.com

Lauren Nicole Mather, Alleigh Fralick, Danny Hechter, Emily Kelly and 1,452,678 others like this.

VO: Cancun.... A playground for passions. Learn more at visitmexico.com

View 783 more comments...

Richard Wilson Cancun is always my go to place for Winter Break. Best place to go in my opinion.

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

”

July 1, 2013 at 7:48pm

Zo Shain What an awesome vacation spot. I’ve gone to Cancun three times and I am dying to go back. I LOVE CANCUN!!! :)

July 1, 2013 at 8:27pm

Garrett Huening Awesome. Honestly it is a playground

for passions. You can do just about anything in Cancun. July 1, 2013 at 8:34pm

Erika Frazer I seriously miss being in Cancun. I went

for two weeks last summer and fell in love with the city. I felt so safe and at home! It was an UNFORGETTABLE experience AND I get to go back in April!

July 1, 2013 at 8:42pm

Natalie Lerke I WANNA GO!!! I <3 Cancun :) June 30, 2013 at 10:36pm

Write a comment...

“You WANT LGM as your ad agency. They bring freshness and innovation that I haven’t seen anywhere else” - Candia Communications

“

Creative Plan

Television Ad: Tulum VO: One new comment. Tulum looks so incredibly awesome”

Robert Vail

August 9, 2013

Kowabunga!!! Zip lining through the caves of Tulum. One of the many things I did on my Mexico trip at 4-in-1 Tulum Adventure

Joshua Franks, Mike Benker, Lauren Stephenson, Jess Li Cameron Wright and 89 others like this. View 12 more comments...

Pete Florence I did this last winter and it was so cool! I loved Tulum and so did my girlfriend. Perfect place :) June 25, 2013 at 7:48pm

Erik Brink Can I have your life please? Great job and great vacations?! What more could you ask for at this point. Next time take me with you ok?! June 27, 2013 at 5:27pm

Hayley Carlander I had so much fun on this trip with you! An awesome way to spend my 2 weeks off. June 28, 2013 at 8:49pm

Shea Sullivan Robert I am so jealous! I want to go to

Tulum so badly...I went a few years ago and am dying to go back. Did you get a chance to go to El Asadero while you were there? They have the BEST Mexican BBQ!!!! June 28, 2013 at 9:10am

Zak Roberts That looks so incredibly awesome. June 30, 2013 at 10:36pm

Write a comment...

Zoom into picture. Picture becomes video. NATSOT of zip line and man’s natural reactions

Video cuts to river NATSOT of water, laughing and nature

Video cuts to ruins NATSOT wind, water, chimes, and people chatting as they see the ruins

“You WANT LGM as your ad agency. They bring freshness and innovation that I haven’t seen anywhere else” - Candia Communications

“

Creative Plan

Video cuts to water fall NATSOT of water fall

Video fade out back to Facebook page

Robert Vail

August 9, 2013

Kowabunga!!! Zip lining through the caves of Tulum. One of the many things I did on my Mexico trip at 4-in-1 Tulum Adventure

Joshua Franks, Mike Benker, Lauren Stephenson, Jess Li Cameron Wright and 89 others like this.

VO: Yeah.... It was the most incredible experience of my life.

View 12 more comments...

Pete Florence I did this last winter and it was so cool! I loved Tulum and so did my girlfriend. Perfect place :) June 25, 2013 at 7:48pm

Erik Brink Can I have your life please? Great job and great vacations?! What more could you ask for at this point. Next time take me with you ok?! June 27, 2013 at 5:27pm

Hayley Carlander I had so much fun on this trip with you! An awesome way to spend my 2 weeks off. June 28, 2013 at 8:49pm

Shea Sullivan Robert I am so jealous! I want to go to Tulum so badly...I went a few years ago and am dying to go back. Did you get a chance to go to El Asadero while you were there? They have the BEST Mexican BBQ!!!! June 28, 2013 at 9:10am

Zak Roberts That looks so incredibly awesome. June 30, 2013 at 10:36pm

It was the most incredible experience of my life.

Video stays on Facebook page

Robert Vail

August 9, 2013

Kowabunga!!! Zip lining through the caves of Tulum. One of the many things I did on my Mexico trip at 4-in-1 Tulum Adventure

Joshua Franks, Mike Benker, Lauren Stephenson, Jess Li Cameron Wright and 89 others like this. View 12 more comments...

Erik Brink Can I have your life please? Great job and great vacations?! What more could you ask for at this point. Next time take me with you ok?! August 12, 2013 at 5:27pm

Hayley Carlander I had so much fun on this trip with you! An awesome way to spend my 2 weeks off. August 13, 2013 at 8:49pm

Zak Roberts That looks so incredibly awesome. August 14, 2013 at 10:36pm

Robert Vail It was the most incredible experience of

my life.

August 14, 2013 at 10:45pm

Write a comment...

Video cuts to new Facebook page

MEXICO

July 2, 2013

To learn more about the coutless opportunities for unforgettable vacations in Mexico, go to visitmexico.com

Lauren Nicole Mather, Alleigh Fralick, Danny Hechter, Emily Kelly and 1,452,678 others like this.

VO: Tulum.... A playground for passions. Learn more at visitmexico.com

View 783 more comments...

“

A PLAYGROUND FOR PASSIONS -visitmexico.com-

”

Richard Wilson Cancun is always my go to place for Winter Break. Best place to go in my opinion. July 1, 2013 at 7:48pm

Zo Shain What an awesome vacation spot. I’ve gone to Cancun three times and I am dying to go back. I LOVE CANCUN!!! :)

July 1, 2013 at 8:27pm

Garrett Huening Awesome. Honestly it is a playground

for passions. You can do just about anything in Cancun. July 1, 2013 at 8:34pm

Erika Frazer I seriously miss being in Cancun. I went

for two weeks last summer and fell in love with the city. I felt so safe and at home! It was an UNFORGETTABLE experience AND I get to go back in April!

July 1, 2013 at 8:42pm

Natalie Lerke I WANNA GO!!! I <3 Cancun :) June 30, 2013 at 10:36pm

Write a comment...

“You WANT LGM as your ad agency. They bring freshness and innovation that I haven’t seen anywhere else” - Candia Communications

“

Media PLan Alleigh Fralick

Media Director

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Media Plan

Media Background/Objectives Through extensive research and careful planning, we have developed media objectives and a media plan that we believe will be the most successful in executing our advertising campaign. The media objectives are as follows: Reach our target audience while they are most open to receiving our advertisements Allow crossover between advertisements and media platforms but not overexpose our target markets Have enough variety of media platforms and advertisements but still maintain a constant message across mediums

Our media plan will display our new branding of Mexico through a multitude of media platforms including television, radio, outdoor, online, streaming and magazines. We would like to convey our new branding strategy for Mexico Tourism Board to both our primary and secondary audiences through these platforms. It is important to us that we optimize advertising during the times that will be most likely to reach our audiences in the most successful manner. Another thing we would like to achieve is to use each of these media platforms to differentiate ourselves from other tourist destinations and capture our audiences through very unique and engaging advertisements. 125

Aperture Moment The ideal moment to reach our target audience will be at the beginning of our campaign in February 2014. We are doing the most advertising in this month and the Winter Olympics will also be on television during this month and we will air several advertisements during them. The ideal moment can vary depending on which kind of vacation we are marketing to our audience. For spontaneous vacations, the aperture moment would be the Mondays, Tuesdays, and Wednesdays Labor Day or Memorial Day weekends. We will reach our audience through interactive media for these spontaneous trips. For pre-planned vacations, the ideal moments will be in February and September, targeting our audiences Sundays-Thursdays, mostly at night through traditional media. 126

â&#x20AC;&#x153;I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.â&#x20AC;? - Rouman Amusement Company

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Media Plan

Target Audience Primary Audience We did a lot of research to determine the best possible target audience for Mexico Tourism Board. The term we are using to best describe the people we found best fit is “SWAGG”, which stands for Southern and Western Affluent Go-Getters. People in this region that age from about 25-34 years old and have at least a 4-year college degree are key people who we feel will be perfect for our brand. In addition, Mexico Tourism Board will target people within this demographic with incomes between $50,000 -$99,000, and like to freely spend their money. Our plan highlights a ten-state region in the Southwest United States, which include Washington, Oregon, California, Nevada, Utah, Arizona, Colorado, New Mexico, Oklahoma and Texas. In these states we have picked out a number of high volume cities where our target audience reside. Our primary target audience members are relatively adventurous and participate in a large variety of activities. Their core values and behaviors made SWAGG a perfect primary target for our campaign. Secondary Audience Our secondary audience includes males and females ages 18 to 21 in a similar region to our primary audience. RALF, Reliant and Love Fun, are financially dependent on parents and legal guardians are often adventurous as well. We chose the same region for our secondary audience because although they are younger than our primary audience, they share a lot of the same values and characteristics. A lot of college towns with people between the ages of 18-21 fall into this region as well. RALF inspired our desire to promote both preplanned and spontaneous trips. Our hope is that our secondary audience, especially those that live on college towns close to the border, will use their spontaneity and risk-taking behaviors to plan a weekend getaway that doesn’t require much planning. Our secondary audience tends to be significantly influenced by those around them and is interested in taking vacations that are different from others. RALF is the perfect fit for another group of people that we feel our campaign can have a successful impact on. 127

Reach and Frequency Goals Reach Our reach for the campaign will be very high considering we want to re-brand Mexico’s destinations and make this well known to those we are targeting. We feel like this is achievable because of the numerous media outlets we will advertise through. Through our campaign we will accumulate 2,622 Gross Rating Points (GRPs), which will be focused in our ten-state South and West locations, especially aiming our advertisements at the large cities located throughout these states.

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

Media Plan

These Gross Rating Points will come from several different traditional media platforms, including different spot television advertising, magazines, and both national and spot radio. We feel strongly that these traditional media will deliver our desired message to both our primary and secondary audiences. We will spur spontaneous trips to Mexico’s destinations through interactive media including different Internet advertisements, streaming, and outdoor advertisements. Our advertisements through both interactive and traditional media platforms will work strongly to reinforce each other to our SWAGG and RALF audiences.

Frequency We will launch Mexico Tourism’s new advertising campaign in February 2014 and the campaign will run for one year, ending February 1st, 2015. The campaign will run both on a continuous schedule as well as a pulsing one, allowing for persistent advertising to our markets throughout the 12 months of our campaign, and emphasizing certain times that we believe will have a great impact on our consumers. These times will be mostly February and September with smaller emphasis at other times throughout the year. Our chosen impact media will be used during certain national and worldwide events, like the Winter Olympics and the MTV Music Awards, as well as throughout the year on internet, outdoor and streaming platforms to reach our target in the most efficient manner as possible. Our advertisements will be used to capture our target audiences and spur spontaneous trips, as well as reinforce all our other advertisements to take any type of vacation. The non-impact media will be used both weekly and monthly to keep the idea of traveling to Mexico in our target audiences’ minds. Through constant advertising through television, radio and magazines, we hope to be successful in our audience taking pre-planned vacations to Mexico in addition to spontaneous ones. 128

Media Scheduling Strategy Continuous and Pulse Advertising As stated above, we will use both pulsing and continuous advertising in our campaign. We think it is important to keep a continual presence in our targets’ lives and we plan to do this by keeping our advertisements on most media platforms relatively steady throughout the one-year campaign. We will feature television, radio, outdoor, magazine, Internet and streaming ads constant throughout the year. We plan to use pulsing behavior throughout the campaign as well. This will be used to emphasis months during the campaign that we believe to be beneficial in targeting our audiences. These months, like February and September, are during times of the year when people have enough time to start planning a vacation for Spring Break or Christmas time. These months are also far enough from holidays and busy times of the year when our target audience may be looking for some spontaneity in their lives and want to take a weekend getaway.

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

Media Plan

We will also have a few one-time special event advertising like the Winter Olympics and the MTV Music Awards. The Winter Olympics will be targeting our primary audience, and the MTV Music Awards will be aimed at our secondary audience of 18 to 21 year olds. 129

Duration and Timing Specific Dates Our campaign will being February 1st, 2014 and end on February 1st, 2015. This start time is the perfect time to launch our campaign because it is just after the holiday season when the excitement has died down and there isn’t a lot going on. One big event that we will be advertising during is the Winter Olympics, which will take place between February 7th and February 23rd. During this one-year period, advertising will be continual with a lot of emphasis through all media platforms in February and September and some more emphasis during the summer months with a few media platforms such as magazines. We will also increase advertising during long weekends like Labor Day weekend and Memorial Day weekend and encourage weekend-getaways.

Timing For our spontaneous trips such as weekend-getaways and quick planned vacations, we will focus on advertising during Mondays, Tuesdays and Wednesdays so our audiences have enough time to plan a quick weekend vacation. SWAGG can have something to look forward to after a busy workweek and RALF can have a fun weekend away from college in a diverse environment. Internet and streaming will be the main platforms for accentuating these spontaneous vacations. We will most often target our desired consumers with these advertisements during the lunch hour, mid-afternoon and again in the evening because these are times when our audiences will most likely retain our message. A work setting does not restrict RALF and therefore they will be receptive to these advertisements as well. As for longer, pre-planned vacations, we will focus our advertising on Sundays-Thursdays. We are going to use more traditional media platforms to do this because these mediums are constant reminders to our targets and will reinforce Internet advertising as well. Our target markets are more likely to watch television and listen to the radio during these days versus the weekend, which is why we chose these five days of the week. Television advertisements will be focused during primetime and late night/fringe hours because research showed these times to be the most watched times for SWAGG and RALF. Radio advertisements will be targeted during the travel time of young professionals to get to work. Because a lot of the cities we are targeting are highly populated, transit may take longer than other regions; therefore they will have a longer window to receive our message.

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

Media Plan

We will not be advertising on television during the mid-morning and mid-to-late afternoon hours because our targets do not use this platform during these times. We will avoid radio advertising anytime other than the typical work hours because SWAGG and RALF do not listen to the radio outside of this window. Outdoor advertisements will be used to enforce both types of vacations and will be used yearround to stress our campaign. Although we will be aiming our advertisements at our target throughout February 2014 to February 2015, we will increase advertising on the 1st, 15th, and 30th of each month because this is when pay periods of young professionals are. Our primary target has the characteristic to spend money freely, so we see this as a good opportunity to increase ads when they are receiving more of it. February and September will be high volume months for our advertising. The summer months will also have an increase in some advertisements, as well as around Labor Day, Memorial Day, and August for the MTV Music Awards. 130

Regional Emphasis State Regions We chose to focus on a ten-state region in order to really capitalize on a specific group versus the entire United States. Our ten states were chosen because they are close in proximity to Mexico and the states have a lot of big cities were young, affluent professionals and college students reside. Seattle, WA Portland, OR San Jose, CA | San Francisco, CA | Los Angeles, CA | San Diego, CA Albuquerque, NM Phoenix, AZ | Tucson, AZ El Paso, TX | Dallas, TX | Austin, TX | Houston, TX | San Antonio, TX | Fort Worth, TX Denver, CO Las Vegas, NV Salt Lake City, UT Oklahoma City, OK We think these cities will be very receptive and influenced by our message and we can make a stronger impact in these larger, metropolitan areas. 131

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

Media Plan

Media Expenditures We chose six different media platforms to advertise through because they are all widely used by our primary and secondary audiences and can help deliver our message through different strategies. We divided up each media platform into percentages and then we split them into non-impact media and impact media spending. The percentages that went to each platform were decided on through widespread research and are around as follows: Television – 30% Internet – 30% Outdoor – 20% Radio – 10% Streaming Audio and Video – 5% Magazines- 5%

NON-IMPACT MEDIA SPENDING Media Categories

CPP TotaL % Allocation $ AllocatiON

GRPs

Spot Cable Television- Primetime

$12,324

10.04%

$6,026,436

489

Spot Television- Late Night/Fringe

$14,688

4.99%

$2,996,352

204

Spot Television- Primetime

$32,06

13.14%

$7,888,236

246

Spot Radio- Drive Time

$4,240

6.99%

$4,197,600

990

National Radio-Drive Time

$2,913

3.00%

$1,800,234

618

National Magazines- General Interest $64,73

2.91%

$1,750,602

National Magazines- Men’s

$28,618

1.19%

$715,450

National Magazines- Women’s

$21,240

0.81%

$488,520

43.07%

$25,863,430

2622

SUM TOTAL

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

132

“

Media Plan

IMPACT MEDIA SPENDING

Media Categories

Cost Per UniT # of Units

Total

Notes

MTV Music Awards

$39,610

$118,830

1 commercial advertisement/hour

Winter Olympics

$45,674

$456,740

10 commercial advertisements during USA events, more played for final events

Rich Media Ads- Travel

$9,000

333

$2,997,000

Ads mostly consistent throughout year on travel websites

Rich Media Ads- Shopping

$1,000

600

$600,000

Ads consistent throughout year on various shopping websites

Rich Media Ads- Search Sites

$21,000

114

$2,394,000

Ads mostly consistent throughout year on search sites

Standard Media Ads- ESPN

$24,000

$1,200,000

Ads consistent throughout year on ESPN

$3/follower

200

$1,800,000

Gain 600,000 followers over the course of the year

$40,000

180

$7,200,000

Ads mostly consistent throughout year on Facebook

$5,000

480

$2,400,000

4 search terms for 250 days, 8 search terms for 115 days

Streaming Video

$300,000

$1,800,000

3 streaming video ads on Hulu, 3 on Netflix

Streaming Audio

$50,000/wk

$1,200,000

24 streaming audio ads on Pandora

$35,000/ month

342

$11,970,000

Advertisements in all 10 locations during all 12 months

602,142

$34,136,570

Promoted Twitter Account Facebook Ads Search Engine Keywords

Outdoor SUM TOTAL

133

Budget Total: $60,000,000 Non-Imact Media: $25,863,430 Imact Media: $34,136,570 Non-Imact Media: 44.04% Imact Media: 55.96%

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

Media Plan

Non-Imact Media Flow Chart

Media Categories

JAN Feb MAR APr MAy Jun Jul AUG Sep OCT NOV DEc Total GRPS

Spot Cable TelevisionPrimetime

489

204

246

990

618

209

278

260

223

185

181

229

208

193

2,622

Spot TelevisionLate Night/Fringe Spot TelevisionPrimetime Spot RadioDrive Time National RadioDrive Time National MagazinesGeneral Interest National MagazinesMen’s National MagazinesWomen’s SUM TOTAL

200

275

Total GRPs

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

Media Plan

Imact Media Flow Chart

Media Categories

JAN Feb MAR APr MAy Jun Jul AUG Sep OCT NOV DEc Total GRPS

Rich Media AdsTravel

333

Rich Media AdsShopping

50 50

600

Rich Media AdsSearch Sites

114

Standard Media AdESPN

Promoted Twitter Account

200

Facebook Ads

15 15

180

Search Engine Keywords

60 30

30 30

60 60

480

Outdoor

32 25

343

Streaming Video

Streaming Audio

MTV Music Awards

Winter Olympics

10 10

SUM TOTAL

171

259

222 174

174 176 174

177 248 212

184

172

2,343

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

Media Plan

Total Units

media usage analysis Television Spot Cable Television- Primetime

Spot Television- Primetime

Spot Television- Late Night/Fringe

Winter Olympics

MTV Music Awards

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

Media Plan

We chose to use spot television advertising because we prefer to send our message directly to our target audiences instead of nationally. By doing this, we know our advertisements are going to who people we feel will react positively to them versus everyone in the United States. Through research we found our target markets use both cable and network television channels and seem to watch television most during primetime and late night/fringe hours. We will play our advertisements mostly from 7 PM to 11 PM, with some extending past those hours until 1 AM or 2 AM. Our secondary audience watches a lot of late night television, therefore the late night ads will be more tailored to them. Our television advertisements will be less on the weekends because our target audiences don’t watch as much TV during the weekends as the weekdays. The few advertisements we will play on the weekends, though, will be during these same hours.134 We are going to advertise on multiple television channels across various genres. Below are a few examples of channels that ranked high among our targets:

Cable: Cartoon Network, E!, ESPN, FX, MTV, MTV 2, Showtime, Spike, Travel Channel, VH1 Network: The CW, Fox, ABC, NBC, CBS These channels were high among both our primary and secondary audiences; however certain channels such as MTV, MTV 2 and VH1 will be used to target our secondary target more. Some examples of shows we will be advertising during are: American Idol, The Bachelor, The Bachelorette, Modern Family. Law and Order SVU, The Simpsons, Keeping Up With the Kardashians, and Top Spot. We will also be advertising during two major events: The Winter Olympics and The MTV Music Awards. The Winter Olympics will be targeted more towards SWAGG (and RALF) and the MTV Music Awards will be aimed more towards RALF.

Radio Spot Radio-Drive Time

National Radio- Drive Time

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

Media Plan

We will advertise on both national radio and spot radio during drive time. Through extensive research we have discovered that our primary target market uses the radio a significant amount during drive time. During our market’s commute to work and other times spent in traveling, a variety of channels are listened to. We will be targeting our primary audience more with radio because they are constantly commuting to work. Contemporary Hit radio, Modern Rock, Alternative, Country and Sports stations are consumed by SWAGG. We will advertise on local radio stations that play these genres of music. XM Satellite radio is also sometimes used by our primary and secondary audiences, which is why we are choosing to advertise on national radio during drive time as well.

Magazines National Magazines-Men’s

National Magazines- General Interest National Magazines- Women’s

We will be advertising in general interest, men’s and women’s magazines because they are all consumed by SWAGG and RALF. Our markets mostly read magazines that have monthly subscriptions, but sometimes consume magazines with bi-weekly schedules too. We discovered a lot of different magazines are read by our audiences including: Entertainment General Editorial Health and Fitness Men’s Teens Women’s Women’s Fashion, Beauty and Grooming

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

Media Plan

Our campaign will do advertising across all of these platforms, and will increase slightly around both the peak times of the campaign and the summer months. SWAGG and RALF have the characteristics of being healthy and caring what others think. Around summer the increase in magazine advertisements in health and fitness magazines, for example, will be tailored to them based on these characteristics. Some examples of Magazines we will advertise in are: Glamour, Vogue, US Weekly, Seventeen, Shape, Men’s Health, People, Cosmopolitan, Sports Illustrated, and TIME. Some magazines will be specifically targeting only our secondary market including Seventeen.

Internet Rich Media Ads- Travel

Rich Media Ads- Shopping

Rich Media Ads- Search Sites

Standard Media Ads- ESPN

Promotes Twitter Account

Facebook Ads

Search Engine Keywords

We are using a number of different forms of interactive advertising on the Internet. Through rich media advertising, social media advertising, search engine marketing, and search engine optimization we will reach both SWAGG and RALF effectively. Rich media advertisements will be on many different websites including shopping, search engines, ESPN, and travel websites, which are all used by SWAGG and RALF. TripAdvisor.com is an example of a travel website where we will advertise. Other websites that are widely used among our targets are listed on the next page.

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

Media Plan

Amazon.com Bestbuy.com

“

Bing.com

The best vacation I’ve ever had. Each and Every experience was breathtaking and awe-inspiring. - Tommy Hansfield: San Diego California

CNN.com

”

CWTV.com Ebay.com Expedia.com

“

”

A PLAYGROUND FOR PASSIONS

Mapquest.com

-visitmexico.com-

MSN.com Overstock.com Yahoo.com Youtube.com

We will have a free Facebook account as well as investing a lot of our advertising dollars into Facebook advertising because almost all of SWAGG and RALF use Facebook regularly. We will have a promoted Twitter account where we hope to gain 600,000 followers within the year campaign. Search Engine Marketing will be an important part to our campaign, most months having days with 4 search terms bought, and other key months with 8 search terms. Examples of search terms we will buy are: Mexico- This term will allow us to create positive search results for this term Playground- This is a key word for our campaign and will be important to show up in search results with Mexico Tourism Board Passions- This is a key word for our campaign and will be important to show up in search results with Mexico Tourism Board Scuba Diving- This is an activity that we will be promoting through advertisements and we want people to relate it to Mexico’s destinations Vacation- An important word that we want to be associated with when people are looking for a getaway Mayan Ruins- This is a place that we will be promoting through advertisements and we want people to relate it to Mexico’s destinations Mountain Biking- This is an activity that we will be promoting through advertisements and we want people to relate it to Mexico’s destinations Travel- An important word that we want to be associated with when people are looking for a getaway

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

Media Plan

Search Engine Optimization will allow us to embed codes into our website to help Mexico come up in search terms as well. Some words we will embed into our site are: Mexico, Travel, Vacation, Playground, Passions, Spontaneous, Mountain Biking, Mayan Ruins, Scuba Diving, and Getaway. These interactive media platforms will allow us to advertise all year-round to our audiences, with emphasis around February and September. We will run these ads during the lunch hour, mid-afternoon and evening because these are the times SWAGG and RALF are likely to be using the internet and be receptive to our advertisements.

Outdoor Our outdoor advertisements will also remain consistent and continuous across our 12-month campaign. Due to travel time to work and other locations, SWAGG and RALF spend a lot of time in transit and are likely to view our advertisements outdoors. We are going to put advertisements on billboards, sides of buildings and transportation locations such as bus stops, on actual buses, in train stations, etc. Our target cities are highly populated ones, and therefore a lot of people passing through central locations and transportation areas. We want to use outdoor ads all year long to continue to emphasis our presence in the ten-state region.

Streaming Streaming Video

Streaming Audio

We have a few ads that we will use on streaming platforms such as Hulu and Pandora. Through research we have found that our audiences use these types of media. We will do more streaming audio than video because of expenses. We will run the Hulu advertisements during primetime and late night hours when our audiences are likely to use it and run Pandora advertisements all throughout the day.135

“I am never disappointed with what LGM brings to the table. They never settle for good or great. Instead they aim for perfection.” - Rouman Amusement Company

“

”

public relations plan Emily Kelly

Public Relations Director

Kate Roeder

Public Relations Director

“

Public Relations Plan

overview Current Opinion and Trends Our campaign was created around American public opinion and trends in media coverage of Mexico tourism. Based off our research, public opinion of Mexico in general tends to be viewed quite negatively, as results from a survey of a consulting firm in October 2012 show. These results showed that 72 percent of the 1,000 adults in America surveyed, reported drug cartels and traffickers as the main reason behind their negative views towards Mexico. Three sources of media were analyzed from the Lexis Database on the keywords “Mexico Travel” and “Mexico Tourism.” Table 1.1 displays the three sources of media; magazines/journals, newswires/press releases and newspapers, and if they were negative or positive out of the total samples available on the database.

136

“

positive

Negative

total samples

70.3%

Newswires/ Press Releases

162

53.7%

Newspapers

A PLAYGROUND FOR PASSIONS -visitmexico.com-

Magazines/ journals

”

percent negative

26.5%

What we can infer from our research is that Americans have a negative opinion on Mexico due to safety concerns. However, because the Mexico Tourism Board’s position in the Mexican government, we do not have direct control over government policies that improve safety. Based off of this, our strategy will be focusing on the positive aspects of Mexico Tourism. Our goal is to redirect public attention to the positive attributes of Mexico.

“The team at LGM delivers something the bigger agencies just can’t. LGM knew what they were working with and jumpstarted our product.” - Gigi’s Cupcakes

“

Public Relations Plan

Key Stakeholders We have identified four main stakeholders for the Mexican Tourism Board. These major stakeholders have not only acknowledged the issues affecting American tourism in Mexico, but are also willing and enthusiastic to contribute to improving American tourism and changing public’s perception of Mexico travel. The private sector includes hotels, restaurants, resorts, and tour operators etc. From January 2007 to September 2012, the private sector invested over $20 billion dollars in developing tourism projects. A recent report from Thomas Reuters announced that over the next three years, private companies in Mexico plan to invest over $8.6 billion in tourism projects, with the goal to counteract the drug-related violence in the country. We are confident as a team that the private sector has no issues with investing as well as participation in activities that will improve Mexico’s public image.

Another main stakeholder, government agencies, are actively aware and motivated to improve American tourism to Mexico. In February of this year, the Mexican government revealed a new tourism policy that is designed to increase Mexico’s tourism by improving legislation, development and collaboration with the private sector. The President of Mexico also recently developed a new Tourism Cabinet to oversee Mexico’s tourism industry and have a specific council collaborate efforts to improve the tourism and travel to Mexico. Mexican authorities have recently been working with U.S. officials to improve public security to decrease Americans’ feelings of danger and that travel to Mexico is unsafe. The recent actions taken by the Mexican government suggest that they are actively trying to improve Mexico’s tourism industry. The third group of stakeholders is foreign investors—companies who are not Mexico-owned but benefit from tourism in the country. This stakeholder group has been booming in the past decade, demonstrated by a 53% increase in foreign investment in Mexico’s tourism industry since 2001. The fourth stakeholder group is Mexican citizens, who depend on the tourism industry both directly and indirectly for economic support. Like the third group, this stakeholder group is also expanding: presently, 13.7% of jobs in Mexico are directly or indirectly related to tourism. This group is an especially valuable part of the economy: for every $1 million invested in tourism, an estimated additional $1.5 million is added to the Mexican economy, and the number of jobs created per invested dollar is high for this industry. All of these stakeholders of the Mexican Tourism Board present endless opportunities that LGM can exploit to reach our objectives.

“The team at LGM delivers something the bigger agencies just can’t. LGM knew what they were working with and jumpstarted our product.” - Gigi’s Cupcakes

“

Public Relations Plan

objectives We have created a separate public relations campaign to complement our overall campaign strategy as well as to promote and enhance the relationship between the Mexican Tourism Board and their stakeholders. The PR campaign will focus on a series of promotional events LGM has labeled as the Playground for Passions Tour. The Playground for Passions Tour will correspond with the Bucket List social media campaign. Both aspects of the PR campaign are designed to accomplish three main objectives. The first is to increase positive media coverage of tourism in Mexico in the same region as our target market. The second is to reinforce the overall campaign objectives with the Playground for Passions Tour and Bucket List events. Due to the fact that there is not currently a strong branding of Mexico tourism, our target market is more likely to focus on the negative media coverage such as safety. Since the Mexico Tourism Board cannot directly improve safety concerns in Mexico, LGM believes a positive relationship needs to be established with our target consumers. Therefore, the third objective is to create a favorable relationship between our new Mexico brand and consumers.

STrategy In order to accomplish our objectives, LGM has created a series of promotional events, The Playground for Passions Tour that will be reinforced with an integrated social media campaign we are calling The Bucket List. Both of these campaigns will be unveiled to the public during a launch party at the world’s biggest adult playground, Las Vegas. The Playground for Passions Tour and Bucket List will showcase different Mexican cities and the different exhilarating activities that each place has to offer. The events are designed to bring Mexico to our consumer and to the press. Each event will be highly accessible to the local media and the media will be informed in advance and kindly encouraged to attend. Each stop along the tour will be in a central point of each major city, making it hard for the media to miss and easy to cover.

“

playground for passions tour Feb. 2014-Jan. 2015

”

“The team at LGM delivers something the bigger agencies just can’t. LGM knew what they were working with and jumpstarted our product.” - Gigi’s Cupcakes

“

Public Relations Plan

TACTICS Launch Party The launch party for the overall campaign as well as the Playground for Passions tour will take place the last weekend of January, on the middle of the Strip in Las Vegas. We have chosen this location because it represents the biggest adult “playground” in the United States. The event will have five stages, each showcasing a different Mexican city and activity as a way to provide a “taste test” of the 12-month Playground for Passions Tour that will follow. We will have a booth promoting the launch of our smartphone app going live on this day. The first stage will be in the center and will be a replication of one of the Mayan ruins that can be found in Tulum. This stage will have a variety of entertaining performances throughout the night from different performers from Mexico City’s musical and fine art culture. At the base of this stage will be a variety of food booths providing food that can be found at the Emerald Coast, the culinary capital of Mexico. To the north of the main stage will be the second stage that will be representing Guadalajara. At this stage, visitors will get the chance to climb a rock wall, which represents the great rockclimbing off the coast of Geiseres de Ixcatan in Guadalajara. The stage to the east of the main stage will be promoting Guanajuato; by offering hot air balloon rides throughout the night. The south stage will be representing Huatuclo. Here we will have a giant fish tank that visitors can go snorkeling in as a way to showcase the great sea life that can be found off the coast of Huatuclo. Finally, the west stage will be promoting Puebla. Visitors will get the chance to go zip lining across the stage as to showcase the fun activity that can be done in Puebla.

Bucket List – Social Media To accompany and increase awareness of our Playground for Passions tour, we will also be launching a Bucket List social media campaign in which our followers on Instagram, Twitter, Facebook, and Vine will have the opportunity to win an all expenses paid trip accompanied by the specific excursion in Mexico. For example, if a winner won in the month of June, they would win an all expenses paid seven-day trip for two to Cozumel in addition to free snorkeling lessons with a professional and the ultimate snorkeling experience. Every month’s winner will win not only the activity of the month, but also an all expenses paid trip to the particular location. Each month we will be traveling throughout the Southwest region promoting a different activity for every month. This totals to 12 different activities that our followers have the opportunity to win. We want to see who has done the activity of the month, so in order to win, we will encourage pictures, videos and stories from our target market, about where and when this activity occurred and why they deserve to do this activity in Mexico. The winner will be announced at the end of the month on one of the last days of our Passion Tour on social media. With the use of social media and hashtagging when our followers submit their story, we will increase traffic to our campaign, and also show our audience the thrilling and once in a lifetime excursions we are offering. Below is the breakdown of each month’s activity and where our Passion Tour be promoting the corresponding activity each.

“The team at LGM delivers something the bigger agencies just can’t. LGM knew what they were working with and jumpstarted our product.” - Gigi’s Cupcakes

“

Public Relations Plan

Playground for Passions Tour The Playground for Passions Tour will be a smaller version of the launch party. Over the course of 12 months we will visit 12 different U.S. cities and will promote 12 different Mexican cities and activities at each event. Each event will be located in a central region of the major city outside a prominent hotel. A booth will be set up at each location to promote the launch of our smart phone app. Participants can download the app that allows them to check off activities they completed in Mexico. With every activity they check off, they earn points per activity that will ultimately lead to monetary rewards and because we are bringing Mexico to our consumer, they will earn points the day of the event if they download the app and participate in the activity. We will encourage participants to interact among one another using the app and social media to share with each other all the activities they have completed and shared with their peers. We will have brand ambassadors whose main objective at the tour events is to promote the proximity and the cost efficiency of travel to Mexico to reinforce our overall campaign objective. At each tour stop, we will have a “guest spokesperson” that is a professional at the monthly activity we are promoting. The spokesperson will be highly accessible to the public for pictures and interaction, which is yet another way to promote interaction on social media by sharing pictures among one another.

#PASSIONTOUR @Visitmex “The team at LGM delivers something the bigger agencies just can’t. LGM knew what they were working with and jumpstarted our product.” - Gigi’s Cupcakes

“

Public Relations Plan

Activity

Winning Trip/City

City In U.S.

Where to find us! 137

February

Dallas, TX

Adolphus Hotel 1321 Commerce Street Dallas, TX, 75202

March

Salt Lake City, UT

April

Houston, TX

The Sam Houston Hotel 1117 Prairie St Houston, TX, 77002

Surfing

Private Surfing Lessons for 4 and free board rentals in Todos Santos140

May

Oklahoma City, OK

Renaissance Oklahoma City Hotel 10 N Broadway Ave Oklahoma City, OK, 73102

Mountain Biking

Free mountain bike rentals for2-and 3 passes for trails in San Miguel de Allende141

June

Phoenix, AZ

Renaissance Phoenix Downtown 50 East Adams Street Phoenix, AZ,

Snorkeling

Private snorkeling lessons for 2 and ultimate snorkel experience in Cozumel142

July

San Francisco, CA

August

Denver, CO

Four Seasons Hotel 1111 14. St. Denver, CO

Beach Kite Surfing

September

Albuquerque, NM

Hotel Andaluz 125 2nd St. NW Albuquerque, NM

Zip lining

October

Portland, OR

The Heathman Hotel 1001 SW Broadway Portland, OR

Rock Climbing

Rock climbing experience for 2 with professional in Guadalajara146

November

Austin, TX

Four Seasons Hotel 98 San Jacinto Blvd. Austin, TX

Kayaking

Kayak experience and 2-day kayak rental for 4 in Acapulco147

December

San Diego, CA

January

Seattle, WA

Month

Hilton Salt Lake City Center 255 S West Temple Salt Lake City, UT, 84101

Hilton San Francisco Downtown 750 Kearny St San Francisco, CA, 94108

The US Grant Hotel 326 Broadway San Diego, CA Four Seasons Hotel 99 Union St. Seattle, WA

Golfing

Golfing trip for 4 to the top 3 prominent courses in Mexico in Los Cabos138

Salsa Dancing

Salsa Dancing Lessons for 2 taught by a professional in Yucatán139

Boat Cave/Ruin Tour

Scuba Dive

White Water Rafting

Free boat tour of Mayan Caves and Ruins in Playa Del Carmen143 Beach kite surfing adventure for tour with professional in Tulum144 Zip lining experience for 4 in Akumal145

Scuba Dive Discovery for 2 with professional in the clear waters of Riviera Maya148

White water rafting trip for two in the Emerald Coast in Veracruz149

“The team at LGM delivers something the bigger agencies just can’t. LGM knew what they were working with and jumpstarted our product.” - Gigi’s Cupcakes

“

Public Relations Plan

Media Relations In order to achieve our first PR objective we will focus on improving the relationship between the Mexico Tourism Board and the local media in the major cities of our target market. Based off SWAGG’s media usage, we plan on building relations with local television news and radio stations. Before each stop on the tour, we will send press kits containing press releases, fact sheets and other essential informational material. We will partner with a local radio station to broadcast live on location where they will give away a trip to Mexico at the tour event. We will also invite the local TV news personal to participate in the activity of the month. We believe that these efforts will yield positive media coverage for a consecutive 12 months.

Budget PR Budget 2,200,00

Launch Party ($1,000,000) Playground For Passions Tour ($1,140,000) Bucketlist ($60,000)

Playground for Passions Tour Budget ($1,140,000) Venues ($120,000)

Radio Promotions ($60,000)

Spokesperson ($600,000)

Press Kits ($360,000)

“The team at LGM delivers something the bigger agencies just can’t. LGM knew what they were working with and jumpstarted our product.” - Gigi’s Cupcakes

â&#x20AC;&#x153; Thank you for your consideration Sincerely,

â&#x20AC;&#x153; 75

Lakelawn, Gorham and Mills, Inc. 600 North Park Street Suite #2252A Madison, WI 53706 Office: (608) 546-2665 Fax: (608) 546-2655 Email: info@lgmadvertising.com Web: lgmadvertising.com

/LGMAdvertising

â&#x20AC;&#x153; 76

“

References

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A PLAYGROUND FOR PASSIONS -visitmexico.com-

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