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Ballyhoo ........... An integrated marketing agency

[Septermber 2014- may 2015]


. . Bal ly hoo

noun

1. Sensational or clamorous advertising or publicity. 2. To advertise or publicize by sensational methods. 3. Talk or writing that is designed to get people excited or interested in something.

....................... Research director: Alice Coyne Account director: Michael Bernstein creative director; Sarah Lucareli media director: Brienne Schaefer public relations director: Elise Bayer


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table of contents

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Research Analysis Campaign Strategy Creative PLan Media PLan Public Relations & Promotions sources

1 29 37 51 66 87


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......... Research AAnalysis C lice oyne

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rEsearch Analysis

...................... Client background and Company History Mexico is a large country in Central America that enjoys generally warm weather and a variety of tourist attractions. It borders the United States (Arizona, Texas and California) to the north and Guatemala and Belize in the south, positioning it as a beach destination between the Gulf of Mexico and the Pacific Ocean. Also rich in culture and history, Mexico is the site of many ancient civilizations dating back to almost 1,000 BCE. Mexico is a member of the North American Free Trade Agreement, giving it an advantage in the US trading market. Mexico also has the most free trade agreements out of any Latin American country, which enables much foreign exchange and investment. Its proximity to the United States combined with the attractions of culture, adventure and, most importantly, sunny beaches, began to draw American tourists in significant numbers in the early 1970s. Mexico’s National Trust Fund for Tourism Development began developing luxury resort areas in Cancun, Ixtapa Los Cabos, Loreto and the Bays of Huatalco since its establisment in 1974.

Riviera Maya Playa del C armen C anc un

C ozumel

Los C abos

Puerto V allarta A c apulc o Ixtapa

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rEsearch Analysis

...................... Since then, areas including Rivera Maya, Cozumel and Isle Mujeres have surpassed Cancun in success. Mexico has experienced a proliferation of vacation destinations since its establishment as a tourist attraction: - Cozumel - Riviera Maya - Cancun - Ixtapa - Puerto Vallarta - Yucatan Peninsula - Los Cabos Mexico Tourism Board CEO Francisco Lopez Mena has spoken about the potential for growth in the cultural aspect of travel to Mexico. The country has 27 cultural and 4 natural UNESCO “World Heritage Sites,” especially famous for its ancient Mayan ruins.

What is it? Identifying the Maket: History and Recent Trends Mexico, along with Canada, is the most popular tourism destination for Americans, due to its easy accessibility and reasonably priced travel expenses-- a convenient short-haul destination. The World Travel and Tourism Council reported in 2009 that Mexico’s tourism industry was responsible, either directly or indirectly, for generating 5.6 million jobs-- making up 12.9% of total country employment. Not surprisingly, then, tourism is Mexico’s third most important foreign exchange commodity, behind international oil revenues and remittances from expatriates.

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rEsearch Analysis

...................... Seeing this opportunity for profit, Mexico’s government has a history of promoting tourism as a high priority. Former Mexican President Vicente Fox (2000-2006), for instance, set up the Interministerial Commission for Tourism to facilitate, expand and promote tourism to Mexico. Under current president Enrique Pena Nieto, private companies are planning to invest $8.6 billion into tourism projects over the next three years, especially designed to combat negative publicity about drug-related crimes. This increase, according to the head of Mexico’s board of tourism businesses Pablo Azcarraga would directly create 28,000 jobs and additional 78,000linked jobs. Cancun, part of the Yucatan Peninsula in South East Mexico, has historically seen the greatest volume of tourists from the U.S. and Canada. In 2011, the Caribbean Tourism Organization reported 1.3 million Americans registered at Cancun hotels. Since the mid-20th century, Acapulco, in the state of Guerrero on Mexico’s Pacific coast, has made appearances in American films. This drew attention to its beautiful port and luxurious hotels, earning the city high ranking on the spectrum of luxury vacation destinations.

Cities on the Pacific coast, such as Sonora and Nayarit, are becoming popular tourist destinations as well for their surfing and scuba diving conditions.

It is also significant to note the “Visiting friends and relatives” traveling population, due to the large number of Mexican immigrants in the U.S.

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rEsearch Analysis

...................... The economic recession of late 2007 had a significant impact on the U.S. tourism market in general-- outbound travel saw notable decreases across all sectors, from Europe to South America. In fact, between 2006 and 2011, the travel market saw a 7.8% decrease, and the outbound travel to Mexico and Canada saw a 3.4% decrease. Information from Mintel However, in this same time frame, data indicates that relatively, still, Central America, specifically Mexico, is becoming an increasingly popular destination.

The World Tourism Industry (UNWTO) estimated a 10% decrease in travel to Mexico between 2008 and 2009, attributing the pattern to the outbreak of swine flu in April of 2009-- a huge national crisis for Mexico. When the first cases were diagnosed in Mexico City, international concern rose about its viral spread and many U.S. tourists cancelled their vacations. However, UNWTO has forecasted a steady 3-4% increase each subsequent year, and predicts tourism will continue to increase at this rate into 2014-- a promising sign for the industry. And as the economy is recovering, outbound travel to Mexico is on the rise.

With this trend, however, has also come evidence of the shifting nature of the tourist. UNWTO also conducted research indicating that although tourism slumped significantly in 2009, the tourist revenues decreased even more sharply. This trend suggests that in 2009, most tourists were short-stay or weekend visitors rather than longer term visitors-- a trend that, if continued, could alter the effects of tourism expenditures on the Mexican economy.

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rEsearch Analysis

...................... The latest issues Mexico faces are those surrounding drug-related violence. This will be discussed in greater detail on page 16 in the public opinion analysis. Information from Mintel

Culture, culture, culture. where can it be found? in some surprisingly popular tourist destinations. Cozumel: over 36 Ancient Mayan ruin sites Riviera Maya: Mayan Ruins: ancient Castle, Temples, Nohuch Mul (“large mount”, tallest pyramid in the Yucatan Peninsula) Cancun: Ancient Zapotec capital ancient ruins. World Heritage Site Mexico City: Teotihuacan archaeological site of the ancient Aztecs.

Who are they? Consumer analysis and the target market Primary Research Methods + Analysis Ballyhoo Research Organization (BRO) conducted a survey to gain direct insights into tourists’ perceptions of Mexico and their traveling experience to the country. It was distributed to over 100 participants across the U.S. and included questions regarding basic demographics, combined with Mexico travel history, Mexico perceptions in terms of safety and experience and general related travel history. BRO crossanalyzed basic demographics with deeper perceptions to reach the following conclusions.

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rEsearch Analysis

...................... Largest age groups

95% of respondents were Caucasian

18-22 (30 respondents)

Wisconsin (39)

Massachusetts (3)

41-50 (21 respondents)

Illinois (35)

New York (2)

51-60 (20 respondents)

New Jersey (15)

Where in mexico have you visited? Cancun/Riviera Maya (29)

Mexico City (6)

Puerto Vallarta (12)

Tijuana, Cabo (5)

Cozumel, Playa del Carmen (7)

What words come to mind when you think about “Mexico”? Open-ended question Beach (27) Vacation, Beautiful, Weather Drugs (17) Sun, Ocean, Relax, Tequila

BRO asked respondents to indicate their feelings of safety toward Mexico on a scale of 1-10, with 1 being “very unsafe” and 10 being “very safe.” The first three age brackets (18-22, 23-29, 30-40) were in general less likely to feel unsafe about Mexico, while the last four age brackets (4150, 51-60, 61-70/70+) were generally more likely to feel unsafe in Mexico.

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rEsearch Analysis

...................... “I would visit the Caribbean much more willingly than I would Mexico based solely on its reputation as a dangerous hot-bed for drugs and violence.�

Anonymous respondent, 51-60 age bracket, $200-399,999 income bracket. Family (41), Friends (31) and Significant Other (16) were the top three choices of companion for those who had visited Mexico:

1 & 2 (18-29) age bracket more likely to go with friends 3 (30-40) age bracket more likely to go with friends or family 3-5 (30-60) age bracket more likely to go with family (or family and significant other) 4-6 (41-70+) age bracket more likely to go with significant other

so... Younger travelers are more likely than other age brackets to vacation with friends Younger and mid-range travelers are more likely to vacation with friends or family

Based on this research alone, we can conclude that different aspects of Mexico tourism can cater to different age groups and their consequent travel companions.

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rEsearch Analysis

...................... BRO identified other Caribbean destinations, such as Jamaica, the Dominican Republic and the Bahamas as frequently visited destinations by tourists who have also been to Mexico. Survey respondents in the mid-range income brackets ($50,000-$74,999, $75,000-$99,999, $100,000-$149,999) were more likely to have vacationed to these Caribbean destinations in addition to Mexico. Secondary Research Methods + Analysis With this primary information in mind, BRO conducted broader market research using Simmons analysis software. They determined 40-44 as the most popular age group of tourists to Mexico and 30-34 as the second most popular. The former earns an annual income of $150-300,000 and the latter, $49-59,000. 35-49 was another popular age group, earning incomes similar to that of the 40-44 age group. Generally, tourists to Mexico are 103% more likely to earn $250-499,999 annually and 48% more likely to earn $100-149,999. They are either found in the top 10% or next 20% socioeconomic classes, suggesting the average tourist has a disposable income despite the market’s younger slant. Based on analysis of indexes, the majority of tourists to Mexico are Caucasian, married, college graduates with full time jobs. In fact, they are 43% more likely to be employed by a private institution such as a school or a hospital and 20% more likely to be employed by a private company or organization. Most are homeowners. Those in the younger age categories have homes valued $150-200,000 while those in older age categories have homes valued $200-500,000.

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rEsearch Analysis

...................... They are typically part of a 2-adult, male-dominated household comprised of 2-3 employed adults. The head of household is typically a married man, either 30-34 or 45-59, who is likely to have pursued a post-college education and works full time. The older households (those 45+) have 2-3 children who are in their teens (10-18).

Those who travel to Mexico are more likely to prefer the following activities during vacation: * camping * hiking * beach * spa * outdoor activities * sight seeing *

UNWTO identified baby boomers as the most fervent overseas travelers. Whether it be with a spouse or an entire family, this huge group of adults born between 1946 and 1964 is more likely to engage in experiential travel, (according to research by Mintel, and defined as an “out of the ordinary� travel experience with an emphasis on experiencing the local culture), seeing this as an opportunity for an enjoyable and education experience. The largest identified states with residents visiting Mexico were California, Texas and Arizona, which was mirrored by the largest geographic section of the United States visiting Mexico being the Southwest, especially the greater LA and Pacific regions.

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rEsearch Analysis

...................... The top cities found to be vacationing to the country were Los Angeles, San Francisco, Houston, San Antonio, Dallas, Chicago. Of this, the regions with the highest average incomes were in California: in LA, the average income was $50-100,000 and in San Francisco, $75-250,000. Chicago also had a similar average income to that of San Francisco, while Texas had lower average income; between $35-50,000 (though in San Antonio, it was $60-100,000). Residents of the Northeast and Southeast had very low indexes indicating travel to Mexico. Washington DC was the only area in this region with an index > 110. It is important to note, especially in cities close to the U.S.- Mexican border, that some travelers to Mexico are in the “Visiting Friends and Relatives” categories. Other key findings based on Simmons data: Mexico tourists..... -spend less money on vacations than those who have traveled to other Caribbean countries (less than $1500 or $1500-$2999) -feel as though they are slightly/significantly better off than they were 12 months ago, or feel as though in coming months will be better off. -are above average “money managers,” “work centered” and “brave & courageous” -are slightly below average “family centric” -in the last 12 months have: gotten a new/better job -- gotten married -made major home improvements -- taken early retirement -in the next 12 months will: get a new/better job -- make major home improvements

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11.


rEsearch Analysis

...................... * I enjoy taking risks * I am interested in other cultures * I am willing to sacrifice time with my family in order to get ahead * I enjoy spending time with my family * I feel financially secure *

so who are we working with? Putting it all together Though it seems that the average U.S traveler to Mexico is a hard working, white, middle to upper middle class American citizen, we can segment this unit to hone in to different groups in different ways. Especially considering the variance in psychographic perceptions by age group and life stage, we can understand the “marketâ€? as being a variety of relatively well-off Americans with different life plans, goals, values and attitudes about themselves. Primary Market: Meet Denise and Robert (Ages 48 and 49) Young baby boomers looking for a reasonably priced, all-inclusive, relaxing yet educational family destination They are a married couple who met in college in the late 80s. Both graduates of Arizona State University, they moved to San Francisco to pursue their careers. Rob, 48 is a financial consultant at a bank and Denise, 49, is a high school English teacher. Though Rob is the breadwinner of the family with degrees in Political Science and Accounting, Denise sees herself as a valuable contributor to family income and works hard to earn her fair share. They have two children, one who is in eighth grade and the other who is a junior in high school and is starting to look at colleges. Denise and Rob admit they like to occasionally indulge their children. For instance, last year they bought their older son a used car to congratulate him on earning his license and encourage him to continue earning good marks in school. Though they are not the‌

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rEsearch Analysis

...................... …wealthiest couple, they are hardworking and financially sound, both placing high priority on their careers. They are passionate about the causes with which they are involved and consider themselves to be progressive risk-takers-- a quality that identifies them well with their fellow Californian neighbors. On the tail end of the baby boomer generation, Denise and Rob try to seize every opportunity for education, especially for their two children, making them prime targets for the experiential travel market. However, because of their rigorous work schedules and and community involvement, they also see vacation as a chance to relax. Since they are only allowed 10-15 vacation days, they are looking for a vacation that enables some learning and relaxation, is not a huge investment and is relatively convenient. They would most likely desire reputable Mexico locations such as Cancun and Cozumel, where they know they can get their desired experience.

competitive places they may also seek out for this combined sense of history and educational potential as well as relaxation: Discovery Bay, Jamaica; Port Antonio, Jamaica; Santo Domingo, DR; Puerto Plata, DR; La Romana, DR; San Salvator, Bahamas; Grand Bahama Island, Bahamas; Nassau Paradise Islands, Bahamas Secondary Market: Meet James and Beth (Age 31) Young and motivated adults looking for an adventure at a convenient and reasonable price Beth and James recently graduated college and have just settled in to their “lives.” Beth studied Marketing at Northwestern and James studied Industrial Engineering at Miami University of Ohio. They met at work at an advertising firm in Chicago, were married 2 years later at age 30, and now, at age 31, have finally settled into their first home together. Both work 40+ hours in their struggle to get ahead, and live in a middle-class neighborhood in Chicago. They consider themselves high on the “risktaking” spectrum and are relatively confident in the economy, having…

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rEsearch Analysis

...................... …just purchased their first place. They also claim to be interested in other cultures, relatively impulsive/ambitious and care about how others perceive them. They want to be taken seriously as budding successful professionals, try to stand out in a crowd and strive to be at the top of their career. They are thinking about starting a family soon, but are having too much fun with one another to be in any rush. Young, optimistic and adventurous, Beth and James look for endless adventure at a desirable yet reasonable priced location to prove their increasing economic success while still not spending incredibly lavish amounts of money. Vacation, to them, is earned. If they were to go to Mexico, they would likely visit some of the growing popular destinations, such as those cities like Sonora and Nayarit on the Pacific side.

competitive places they may also seek out for this sense of adventure and exclusivity at a more reasonable price: Negril, “Sunset at the Palms,” Jamaica; Puerto Plata, DR; Samana, DR; Jarabacoa, DR; The Exumas, Bahamas Tertiary Market: Meet Kevin and Jane (Ages 54 and 56) Older baby boomers looking for a getaway with a significant other Older baby boomers, settled into their lives as empty nesters and with children either graduating or graduated from college, Kevin and Jane are looking for a relaxing, luxurious and reasonably priced vacation. Though they are very financially stable, Kevin and Jane have put much of their savings into the college educations of their three children because of the value they place on higher learning. They would love to retire soon, seeing the only reason for them continuing to work as being for the paycheck. The two prefer an evening at home to an evening out, valuing the time they are able to spend with one another, though they do consider themselves slightly “unconventional.” On a vacation, they enjoy time to relax and spend more time together, with 14. an added element of the “exotic.”

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rEsearch Analysis

...................... competitive places they may also seek out for this sense of luxurious relaxation combined with the sense of the “unconventional� : Jamaican South Coast; Montego Bay, Jamaica, Ochos Rios: Dunns River Falls and Park, Jamaica; Samana, DR; Jarabacoa, DR; Punta Canta, DR; Long Island, Bahamas

And who are we working against? The competition > The big picture: the travel industry > The smaller picture: the warm-climate, beach and sun, family-friendly, exotic, relaxing, reasonably-priced travel industry. Destinations either have a rich cultural history or at least the potential for an educational experience in an adventurous setting. > The smallest picture: tourism industries that share these qualities >> Caribbean Tourism Industry- Dominican Republic, Jamaica, Bahamas * Simmons research indicates that industries with low indexes of travel to Mexico instead have high indexes of travel to this area.

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rEsearch Analysis

...................... Competitive Analysis

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rEsearch Analysis

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...................... rEsearch Analysis Competitive Alternatives

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18.


rEsearch Analysis

...................... Where do you belong? Brand analysis & Relative Placement in the market Mexico is a diverse, rich, warm and welcoming environment with beaches being its most important feature. Relative to its competition, Mexico is more reasonably priced. Cancun, for instance, was ranked the #1 least expensive destination in the Caribbean area by priceoftravel.com. Emerging from the recession, U.S. travelers are looking to revive the sense of a “luxurious� vacation, and Mexico offers this for a very reasonable and all-inclusive price. In fact, our research indicated (as noted earlier) that travelers to Mexico on average are more likely to spend less on vacations than travelers to other Caribbean countries, indicating further its competitive pricing.

Attached to the U.S. southwest, Mexico has the advantage of proximity-- in theory, travelers do not even need to buy a plane ticket for their vacation. And when tourists do want to fly, (which, research indicated, they usually do) Mexico is easily accessible by direct flights. Planes from big city airports fly back and forth between the U.S. and Mexico several times a day. [Market research indicated that tourists are more likely to book a vacation for which they are able to purchase a direct flight, so this component is huge.] Unlike its island competitors, most appealing destinations in Mexico are encompassed in the country itself. This, again, provides more convenience to the traveler looking for a broad, diverse and adventurous experience. Mexico’s rich cultural history, dating back to the ancient Mayans, provides a natural additional attraction for those looking for a rich cultural appreciation and experience as well-- a huge advantage the other destinations cannot replicate.

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rEsearch Analysis

...................... How do you speak? media usage analysis Looking at our targeted age groups with a younger slant, we can consider an extensive array of media usage.

Some general information about the media usage of “intended travelers” from the Interactive Advertising Bureau analysis: -More likely to surf the internet, listen to radio and read magazines and newspapers than the general population, and are far more likely to read email than the average American. -Over one third say online communities/social networking are their favorite online activities -Somewhat more likely to download apps to their mobile devices, and in general have a greater app usage across the board-- most likely due to their slightly higher rate of smartphone ownership.

Top 6 apps used by “intended travelers” games * weather * entertainment * social networking * radio * travel “Travel intenders’ mobile device ownership and deep involvement with apps speaks to the fact that this audience wants to connect digitally onthe-go. The findings point to a strong mobile marketing opportunity for marketers who are offering flights, hotel rooms, resort packages and cruises.” Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. 20.

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rEsearch Analysis

...................... Internet. What websites are they using? The most popular websites across all targeted ages and geographies: Amazon * Google * ESPN * YouTube * Weather.com - our older audience: those 40-44 and 45-49 are also more likely to visit Travelocity.com And most popular uses for internet across all targeted ages and geographies: Listening to internet-only radio * sports * online photo albums/digital imaging * shopping/making purchases * banking * movie information/reviews

-Californians are more likely to read the travel section while those from Chicago and the Illinois area are more likely to read general news and business/finance sections -The New York Times, Wall Street Journal and USA Today are the national news publications of choice for the target audience -In general, Simmons data indicates TV consumption tends to increase in amount and diversity with age.

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rEsearch Analysis

...................... What do you look like? Creative analysis In 1999, the Mexico Tourism Board was established as a government agency to help promote tourism in Mexico. Vision: “Be a leading organization in the promotion of tourism, encouraging participation and joint efforts by the various stakeholders in the industry.”

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.”

2009: “Vive Mexico” Immediately following the Swine Flu outbreak in 2009, then-president Felipe Calderon (2006-2012) invested $92 million to recover Mexico’s image. The MTB began with a national campaign aimed only at Mexicans. Dubbed “Vive Mexico,” its goal was to enlist Mexicans in revitalizing their tourism industry and combat negative publicity. Present day: “The Place You Thought You Knew” The MTB’s present campaign capitalizes on Mexico’s rich history, focusing on highlighting cultural aspects of Mexico that are unique to the country. This includes its 4,000 archaeological sites, 37 World Heritage Sites and multitude of 5-diamond hotels and resorts. Some ads focus on the “lesser known” aspects of the traveler experience, such as diving with whale sharks or snorkeling in an underwater museum.

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rEsearch Analysis

...................... Present day: “Live It To Believe It” This additional MTB campaign focuses on Riviera Nayarit and Puerto Vallarta, both located on the Pacific side of the country and providing different opportunities for adventure. The goal of this campaign is to encourage travel to this part of the country, increase revenue, bring in new visitors while retaining returners and diversify both the market and Mexico’s tourism offerings. “How can you explain the unexplainable?” opens up the video ad for Vallarta-Nayarit, highlighting the areas’ natural beauty and luxurious spots. “The more I remember this place, the more I want to go back” opens up the TV spot for Mexico City, focusing more on encouraging visitors to return while showcasing Mexico City’s history, landmarks and status as an “on-the-rise” metropolitan location.

General Public Opinion Drug-related violence is a large and false perception U.S. tourists seem to have about Mexico. Though violence between drug cartels does is present in the country, it is concentrated in generally poor areas not frequented by tourists.

The U.S. has, however, still issued travel warnings for certain parts of Mexico. Though designed to inform tourists, they perhaps have deterred them and stirred false and negative perceptions. The latest general travel warning was released in July 2013, notifying U.S travelers of Mexican efforts to control Transnational Criminal Organizations…

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rEsearch Analysis

...................... …and confirming that there “is no evidence that [TCOs] have targeted U.S. visitors and residents...Resort areas and tourist destinations in Mexico generally do not see the levels of drug-related violence and crime that is reported in the border region and in areas along major trafficking routes.”

Of the more than 20 million American citizens who travel to Mexico annually, 113 were murdered in 2011 in drug-related disputes and 71 in 2012, according to the warning. However, it is important to remember that those who travel to Mexico are not all innocent tourists traveling to resorts. The report warns more of the dangers of kidnapping and car jacking, especially in local cities near the U.S.-Mexico border. It encourages anyone traveling through these areas (usually not tourists anyway) to withhold from displaying any signs of wealth. The swine flu outbreak in 2009 also caused a blow to Mexico’s image in the international travel industry. Currently the Public Opinion forecast doesn’t appear to be as strong or confident as the MTB would like it to be due to the excess of travel warnings, tainted image of violence and recent disease epidemic fresh in the mind of the prospective tourist.

However, despite the increases in negative reporting about Mexico, tourism rates are on the rise, as indicated by data from Mintel and explained in the industry history segment.

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24.


rEsearch Analysis

...................... SWot analysis Key Strengths Mexico has a unique culture and history-- from ancient Mayan and Aztec ruins to contemporary colorful traditions, Mexico is able to offer authentic experiences that its competitors cannot. The inherent diverse attractions Mexico presents, from history to culture to adventure to relaxation, also provides a “customizable” experience, thus appealing to an equally diverse population of travelers, and its proximity to the U.S. makes it easily accessible at a relatively affordable price. Our extensive consumer research has shown time and time again that the traveler to Mexico is hardworking and seeks to spend money in an efficient and rewarding way. Simmons research also reveals the consumer as an “above average” money manager, furthering the relevance of competitive and reasonable pricing as a major advantage. The availability of direct flights also places Mexico at a huge advantage relative to its competition. Key Weaknesses The most obvious threat to Mexico’s image is its false yet still prevalent stigma as a center for drug-related crime and violence. Though most of this crime is only present among those directly involved in drug cartels and illicit activities, U.S. travelers still have an impression that a visit to Mexico is a “risky one.” Its variety of destinations, though a definite strength, render it more difficult for the brand as a whole to design a coherent image while still evoking a sense of diversity, and its placement in the “Caribbean” destination category is not as strong, individual or evocative as it should be. The competitive analysis outlined earlier brings to light the complex marketplace in which Mexico is operating and the necessity of unique branding to set it apart as a hub of diverse, safe and exciting activity.

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rEsearch Analysis

...................... Key Opportunities Data gathered suggests that younger travelers are less apt to believe rumors about the dangers presented by Mexico. Especially since our target market has a slightly younger slant, the MTB can use younger, open-minded travelers as opinion leaders of sorts, encouraging exploration and rectifying false claims about dangers directly posed to U.S. tourists. This demographic is a huge opportunity for the re-imaging of the industry. Mexico’s culture also provides an opportunity to capitalize in a unique way-- competitors can not recreate the thousands of years of history that Mexico has under its belt. Emphasizing its cultural aspects may be an additional way to differentiate the country. A tourist market proven through our research to be notable open to new experiences and experiential travel provides a great outlet to explore the undiscovered flavors of Mexico. Focusing on new, authentic and “untouched” places” is another opportunity to draw tourists in-- the country’s wealth of “unexplored terrain” has potential for expansion and increase in tourist diversity. Key Threats Studies indicate that tourism to other Caribbean destinations are on the rise-- with the Dominican Republic being one of the leaders. These destinations offer a similar variety of accommodations and utilize the “package deal” so popular to vacationers on a budget. They offer an experience similar to Mexico for cheaper, perhaps, and with less perceived threat of “violence.” This threat emphasizes the need for Mexico to set itself apart as an equally economical but exponentially more unique experience than that of its Caribbean island counterparts. Though tourism to Mexico is too on the rise, tourism to these other locations, especially the DR, is increasing at more rapid rates. It is important to keep this trend in mind while considering Mexico’s image. The geographic market as determined by Simmons research indicates a polarization-- the general East Coast of the U.S. is significantly less likely to travel to Mexico for vacation, yielding…

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rEsearch Analysis

...................... ‌indexes as low as 40, while indexes for travel to Mexico’s Caribbean competitors were as high as 200 in some places, including in cities such as Boston and NYC. This is a huge marketplace showing little to no interest in Mexico tourism.

Where do you go from here? keys issues and implications To sum it up, Mexico:

-Is a unique historical and cultural destination with a convenient location for U.S. tourists -Offers affordable and all inclusive package deals for travelers on a budget -Attracts middle- to upper-middle class families and couples, primarily ages 30-50, looking for adventure, relaxation and education -Suffers from a relatively negative public perception that it is a dangerous, crime-ridden destination due to its excessive problems with drug cartel violence.

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rEsearch Analysis

...................... Ballyhoo wants to: - Increase favorable perception of Mexico tourism by highlighting its historical and cultural assets, as well as the traveler’s ability to create his or her own experience - Differentiate it from its other warm-weather, sandy-beach competitors - Correct false myths about violence without drawing further negative attention - Maintain returning visitors and increase newcomers through the promotion of exciting new potential destinations and the affirmation of timeless luxury and enjoyment in already established areas - Emphasize its versatility, accommodating families, couples and large groups.

.Ballyhoo .......... An integrated marketing agency

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......... campaign s trategy M B ichael ernstein

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Campaign strategy

...................... airlines: Since most of consumers are going to be traveling to Mexico by plane, developing strong relationships with airlines will be very helpful. Also, we found our target consumers are typical part of a frequent flyer system. As a result, we see an opportunity to partner with airlines like American, Continental and Delta (typical airlines for Mexico travelers) to create a beneficial rewards/miles program for traveling to Mexico. To begin, we plan to incorporate these benefits in our target cities. This will have value to our consumer who appreciates earning airlines rewards and are already active frequent flyer members.

Travel agencies: While focusing on our three target markets is critical, Ballyhoo recognizes the extreme benefits of connecting with travel agencies. People mistakenly believe with the rise of the Internet, these agencies are a thing of the past. If Mexico Tourism Board can connect and build strong relationships with travel agencies, we believe this will be a significant help towards our cause. Travel agents have the potential to be the ultimate opinion leader. As a result of this, Ballyhoo plans on using some of our budget to send travel agents to Mexico. We are confident by sending travel agents to our target destinations in Mexico and allowing them to experience Mexico first hand, it will help increase momentum for our product. Once these agents build a favorable personal connection to Mexico, their likelihood of recommending our product to customers increases significantly. Further, these connections will help improve Mexico’s safety perceptions. With agencies available to provide personal testimonies of the areas, ‌

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Campaign strategy

...................... …their potential clients will be more likely to feel comfortable about traveling to Mexico. The more travel influencers we can get to understand and advocate Mexico’s strength of security, the more potential consumers will adopt that perception, thus fulfilling one of Ballyhoo’s main objectives.

Ballyhoo is here to serve the Mexico Tourism Board. To show our commitment to the product and the company, our Account Director earned a certificate as a Mexico Specialist by completing the Mexico Tourism Board training course. We believe it is irresponsible and unfair to ask The Tourism Board to consider our plan without displaying an adequate understanding of what you consider imperative for selling vacation travel to Mexico. With this certified Mexico expertise, according to The Mexico Tourism Board’s standards, Ballyhoo can offer substantial assistance in helping other travel agencies achieve this level of expertise.

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Campaign strategy

...................... Why choose mexico? Competitive advantage !

Mexico offers more for less. o More " Beach options • 6,000 miles of coastline and 4 accessible large bodies of water: Pacific Ocean, Gulf of Mexico, Gulf of California and Caribbean Sea. " Luxury hotels • 14% of hotels rated by AAA received 4 diamonds o More than any country in North America or Caribbean • 1.5% of hotels rated by AAA received 5 diamonds o More than any country in North America or Caribbean " Cultural activities • 32 World Heritage Sites o More than any Caribbean or Latin American country " Direct flights • As a result of Mexico’s proximity, our product is able to offer more daily direct flights than areas like Jamaica and the Dominican Republic. o For less " Money • Through Simmons research we found that people who travel to Mexico spend less money on vacations than those who traveled to Caribbean destinations. " Travel time • The proximity and geographic location of Mexico allows for flights to be extremely short compared to other foreign competition.

...................... 32.


Campaign strategy

...................... Ballyhoo recognizes Mexico’s potential and capability to be more than the average beachfront destination. Citing competitors as areas within Jamaica or the Dominican Republic, Mexico’s rich culture is unmatched. Home to 32 UNESCO World Heritage Sites, Mexico offers more recognized sites than any other country in the Caribbean or Latin America. Identifying our target as experiential travelers who value and enjoy the educational aspect of travel, Ballyhoo believes Mexico’s culture is a distinct advantage. Mexico has a rare construct of a Latin American country with European influence. This came as a result of Spain’s rule over Mexico from 1521-1821. During that period, the development of areas that are still visited today present a European/Latin American blend that cannot be imitated.

Additionally, as our nation comes out of a recession, people are looking to indulge. Mexico provides consumers a chance to experience a luxurious foreign destination at a tremendous value. As a result of the proximity, Mexico matches, and typically exceeds the number of available direct flights compared to the competition on a daily basis. This results in extreme ease for the busy consumer we are trying to reach. Also, as a result of the great exchange rate, travelers are able to feel and act luxuriously while traveling in Mexico.

Unique Selling Point: • Experience the limitless o We believe Mexico is a destination where you can experience it however you choose. o Mexico’s limitless culture available to experience is a quality our competition can’t match and is what Ballyhoo believes Mexico Tourism Board should consider as a unique selling point.

...................... 33.


Campaign strategy

...................... How Will Your Product Be Branded? Branding mexico Mexico’s current position in the market is an affordable beach-resort destination with safety concerns. This is far from the position our product desires. Ballyhoo plans to make Mexico the ultimate comprehensive destination. Mexico has many unique features that go unnoticed. The 32 World Heritage Sites are overlooked. The tremendous luxury gets ignored. But the violence 700 miles away gets attention. Through our campaign, we plan on first reaffirming Mexico’s safety, but also creating buzz about the cultural options. Mexico can distinguish itself from the other warmweather destinations through focusing on the cultural opportunities. With our target desiring both relaxation and adventure, Mexico should be and can be positioned as the perfect destination to achieve the combination.

Our branding strategy: Ballyhoo believes Mexico’s amazing culture goes unnoticed. We must inform our target about the 32 World Heritage Sites Mexico has to offer. Through a cultural focus in our advertisements, we hope to initiate the dialogue about Mexico’s rich culture. Recognizing the potential to become a cultural destination, this adds yet another activity to do while visiting Mexico. With limitless cultural, adventure and relaxing activities, we want our target to understand the ability to have a customized experience.

...................... 34.


Campaign strategy

...................... ! “Find your Flavor” ! Our target market is searching for a meaningful vacation. Mexico’s ability to offer culture, adventure and relaxation allows the Mexico Tourism Board to encourage individuals to create their own experience. Flavor helps get across the light-hearted experience travelers will experience in Mexico. Our brand will help carry the conversation of what flavors people can experience. (Mayan ruins, zip-lining, snorkeling, tango, spa) ! With the “Find your Flavor” campaign, we hope users feel empowered to share and spread how they experienced the eventful country. • The potential impact of social media and the new “21st century journalist” is exciting and we are confident people will feel excited to share their experience. ! The ability to see, read and watch countless experiences from the average traveler will lead to individuals feeling confident about building their own Mexico vacation.

FIND YOUR FLAVOR FIND IT AT WWW.VISITMEXICO.COM

...................... 35.


Campaign strategy

...................... Mexico’s Personality: Mexico has a distinguishable brand personality. Ballyhoo Research Organization (BRO) conducted a survey asking what characteristics people associated with our brand and found beach, relaxing and vacation to be the most frequent words identified. In addition to these, Mexico is often described as affordable. Due to the strong return on the Peso, Americans often view Mexico to have great value. Finally, dangerous is an attribute our brand must move away from. There is violence in Mexico, but Mexico is not violent. The crime in Mexico is distant from the tourism areas; our brand must clarify this misconception. Naturally, safety is a major issue and Ballyhoo is confident we can remove this negative affiliation from our brand personality. Mexico’s Position: Ballyhoo plans on diverting from our products position as an unsafe, convenient beach destination. Mexico has a niche and it must be positioned accordingly. Our product’s ability to provide countless cultural opportunities in addition to exquisite beach resorts is the basis of our position. We plan on being the travel markets option for those desiring exploration and who want to learn about new cultures in a reasonable approach. Typically, people think in order to see a unique, foreign culture they must travel for hours and spend lots of money. Mexico offers unmatched culture that fit the consumer’s emotional and financial desires. Our target doesn’t want to just layout all day, and in Mexico they don’t have to. Yes, our clients will still be able to relax and tan, but they will also get to experience and learn about the rich culture Mexico offers. Ballyhoo is confident our campaign can help us earn that position in the consumers mind.

...................... 36.


........... !

Creative p lan S l arah

........... 37.


creative plan

...................... campaign theme

!

Our overall campaign message at Ballyhoo is to appeal to our target audience who are searching for a meaningful vacation. Who is our target audience? We pursue young baby boomers looking for a reasonably priced, all-inclusive, relaxing yet educational family destination. Mexico’s attributes include culture, adventure and relaxation with a sense of luxury. These wide-range possibilities allows for individuals to create their own experience. The term FLAVOR gives the travelers the independence to determine what type of quality experience they would like to have in Mexico, as well as feeling like their experience will be tasteful and light-hearted. Through our brand and advertisements, travelers can carry conversations of what flavor they would like to experience. This message is capped off with our slogan “Find Your Flavor,” which serves as both a slogan and tagline in our campaign. Commonality

Our campaign message is consecutive and displayed in all our advertisements and platforms. Our slogan, “Find Your Flavor” is integrated throughout our online advertisements, broadcast advertisements, print and ambient advertisements. Additionally, you can find our slogan feature on some of our advertisements through a Twitter hashtag: #findyourflavor This hash tag opens conversations amongst travelers who either share a common interest in how they want to spend their vacation or creates ideas for trying something new in Mexico. 38.

......................


creative plan

...................... The Big Idea The representation of creating your own experience gives the individual a sense of seeking what they have been missing and giving them control of their own destination. Audience who consider themselves to be adventurous, cultivated and open-minded will naturally identify themselves as the type of person who will vacation in Mexico.

Unique Selling Point At Ballyhoo, we believe that Mexico has limitless opportunities for its’ travelers. Mexico is a destination in which you can experience it way that you want to. Our brand will help choose what FLAVORS people want to experience: • • • • •

World Heritage Sites Salsa Dancing Cliff Jumping Snorkeling Salon & Spa

This notion is emphasized throughout our campaign because the combination of limitless and variety makes Mexico the obvious choice for consumers. They get to experience exactly what they want to experience for an affordable price.

...................... 39.


creative plan

...................... Brand Strategy Our creative strategy contributes to the brands personality our advertisements are making Mexico more desired. Our “Find Your Flavor” campaign provides our target audience with a feel that Mexico has more to offer than the obvious. With 32 World Heritage Sites, 6,000 miles of beaches, over 3,000 years of history, and more luxury hotels than anywhere in North America or Caribbean, we believe that Mexico has more to offer than what is expected and it’s up to the consumer to figure out what they want to experience.

Print Ads TIME Magazine Since our target markets enjoy seeking new information and gaining knowledge, they tend to read informational, relevant and particular magazine. We decided to place this ad in TIME Magazine because the majority of our target audience reads this magazine. !

In this ad, we wanted our consumers to escape from their daily routines and go find what is missing in your life in Mexico. The contrast between boring (black and white) and exciting (color) is a great visual for spicing up your life.

...................... 40.


creative plan

...................... In Flight Magazine We decided to place an ad in In Flight Magazine since a great portion of our target audience reads it. Similar to our previous ad, this ad shows the consumer the contrast between ordinary routine to an exciting new routine. We chose a couple for this ad because we believe Mexico offers so many possibilities and experiences that it has the ability to rekindle the old spark and make you fall in love again.

!

Outdoor (ambient) Ads Billboard

32 World Heritage Sites, 6,000 miles of beaches, Over 3,00 years of history

...................... VISIT

!

TODAY!

41.


creative plan

...................... Our billboards will be present throughout all six targeted cities: Houston, Dallas, San Francisco, Los Angeles, Chicago, and Washington D.C. Billboards will be exposed to a massive quantity of consumers. Additionally, this underused medium will make Ballyhoo stand out from other competitors.

The billboard will feature six images pertaining to culture, adventure, and a sense of serenity and luxury. The images are tinted in our campaign’s theme colors, making the images more unique and connective with our campaign. Sculpture

In addition to our billboards, we will have outdoor sand sculptures throughout all six targeted cities. We will hire a professional sand sculpture to construct these “castles” into replicas of the Mayan Ruins, like Chichen Itza. They will be sculpted in outdoor shopping malls and busy parks and while he is sculpting, there will be our logo and “Find Your Flavor” Mexico Tourism Board sign present. This medium of advertisement will grab on-lookers attention and make them become curious about Mexico. 42.

......................


creative plan

...................... Internet Ads Banner Ad

HUNGRY FOR A NEW EXPERIENCE? FIND YOUR FLAVOR AT WWW.VISITMEXICO.COM

!

Since travel intenders are more apt to use the Internet than the average American, Ballyhoo found specific sites that our target audience visits. We will use ESPN.com as one of the websites. The banner ad, “Hungry for a New Experience” plays off of the “Find Your Flavor” campaign. Shown is a traditional Mexican dancer, which introduces culture to the consumer.

...................... 43.


creative plan

...................... Interactive Ad

Additionally to the banner ad, we will place an interactive ad on Travelocity.com and Expedia.com. Both of those websites are one of the top visited for our market. Even though the interactive ad is only displayed in three segments, it is a fluid ad that stays in motion. We start the ad with a guy zip lining through Tulum, Mexico. As he moves further down the rope, he is slowly peeling back the background scene to reveal our slogan and website. Once you click on our banner, it brings you directly to www.visitmexico.com The guy zip lining shows consumers that there are not only cultural aspects to Mexico but also adventurous.

...................... 44.


creative plan

...................... Mobile Ads Pop-Ups 53% of intended travelers have a smartphone and use mobile travel applications (Bager, 2012). Because of this, Mexico advertisements with appear on our audiences’ smartphones as pop-ups. However, these pop-ups will only appear on websites that have heavy traffic by our target market such as Google.com and Weather.com. This ad contains a young adult cliff jumping in Mexico. This ad is talking directly to the consumer, making them think about where they will find their next adventure or thrill. Once you click on the ad, it will bring you directly to www.visitmexico.com.

...................... 45.


creative plan

...................... Television ad This television ad appeals to both our secondary and tertiary target markets. Our secondary target market young and motivated adults looking for an adventure at a convenient and reasonable price and our tertiary market are older baby boomers looking for a getaway with a significant other. The second half of the commercial appeals to our secondary consumers and tertiary consumers because the secondary’s are seeking adventure and are interested in culture, and the tertiary’s have endless opportunities to bond and rekindle that flame with their significant other. We chose to use Chris Rock’s voice in our campaign because of his enthusiastic personality and amusing tone. When Rock’s voice enters when the commercial transitions, his loud, energetic voice will put a smile on your face and make you realize this isn’t just an ordinary ad. The ad is escaping from ordinary. All these couples will eventually find their flavor in Mexico.

At the end of the ad, different words will flash to fill in the blank of “Find Your ___.” Eventually, the last word will be FLAVOR, emphasizing our campaign and giving our target markets the idea that flavor isn’t about taste: it’s about adventure, paradise and culture.

SOT: Song “Can You Feel The Love Tonight” by Elton John begins. Once the song begins, this couple is frolicking, holding hands down the beach in Mexico.

[Camera fades and than focuses on a couple] Couple is getting a massage at the resort in peace and quiet.

...................... 46.


creative plan

......................

[Camera fades than focuses on a new couple] Couple is sun bathing, no words are spoken between the two of them. SOT: Song stops. NATSOT: Tires squealing sound interrupts.

[Camera quickly moves and focuses on new couple] Couple is having a blast parasailing in Mexico. SOT: Song Danza Kuduro begins.

Couple wakes up and looks startled. VO (Chris Rock): C’mon! What is this all about?!

[Camera fades and now focuses on a group of couples)

[Camera fades and focuses on a new couple]

Couples are dancing to the music on the Mexico shore.

A couple went to go see professional Mexican dancers.

...................... 47.


creative plan

......................

[Camera fades and focuses on new couple]

[Camera fades and focuses on new couple]

Couple is enjoying authentic Mexican food, and each other’s company.

Couple is visiting the Mayan Ruins, taking pictures to remember their awesome experience.

FIND YOUR

[Screen!is!now!all!black!with! just!“Find!You”!on!it]!

FIND YOUR ADVENTURE

[The word ADVENTURE flashes on the screen]

FIND YOUR CULTURE

[The!word!CULTURE!flashes!on! the!screen]!

FIND YOUR PARADISE

[The word PARADISE flashes on the screen]

...................... 48.


creative plan

...................... FIND YOUR FLAVOR

FIND YOUR FLAVOR FIND IT AT WWW.VISITMEXICO.COM

[The word FLAVOR shows up on the screen and stays] SOT: Music stops

VOT (Chris Rock): Now, that’s what I’m talkin’ about! Find your flavor!

Viral Video!

We hope our 30 second superbowl commercial will excite people about Mexico and seeing it in a cool way. Therefore, we will release an extended version of our superbowl ad to highlight more of the limitless activites people can do in mexico

...................... 49.


creative plan

...................... Radio

!

"Find Your Flavor" Radio Ad! This radio ad for the "Find Your Flavor" campaign will reach our target markers on their commutes to and from work. Seeing as our consumers are very hard workers, they will susceptible to this ad about escaping their routine and going on a vacation. Our research shows our target markets to be interested in experiential and cultural travel, and this ad plays into that. The ad influences listeners to want more out of their vacation than is typical, and invites them to take a vacation in Mexico based around experiencing new things. VO: Are you tired of your same-old, boring work routine? NATSOT: Man giving a deep exhale/sigh VO: You work hard and you deserve to take some time off and relax. But why settle for a boring vacation? Aren't you are hungry for experience and adventure? SOT: Song "Danza Kuduro" begins VO: Then come find your flavor in Mexico. With 32 World Heritage Sites, 6,000 miles of beaches, and more luxury hotels than anywhere in North America or the Caribbean, you're sure to find vacation that's right for you in Mexico. Mexico's limitless activities allow you to create a customized trip for a reasonable price. Escape the ordinary by visiting www.visitmexico.com for more information and to find YOUR flavor. SOT: Song "Danza Kuduro" volume increases

...................... 50.


........... !

mBedia Splan rienne

........... 51.


!!

Media Plan

...................... objective Similar with our previously mentioned campaign objectives, the Ballyhoo media plan will properly expose our target audience to travel to Mexico. Integrating traditional, impact and interactive media in our campaign will strategically reach our target market in the most cost efficient way. Ballyhoo will concentrate Mexico Tourism Board’s media buys within three “pulsing” months to create clear buying periods. Each medium will not only raise awareness and retention about Mexico tourism, but will also enact our audience to actually plan a trip to Mexico and encourage repeat travelers to continue traveling here in the future.

demographic targets Our targeted demographics can be divided into three distinct groups, represented by sample characters. Primary'Market' Meet$Robert$and$Denise

Secondary'Market' Meet$James$and$Beth

$

$ $

• Married'couple'in'their'late0 forties'who'are'college' educated,'financially'sound' and'have'several'(203)' teenaged'children' • Listens'to'the'radio'to'and' from'work'while'also'relying' on'television'for'news'and' entertainment'during'evening' hours' • Frequently'reads'magazines' and'newspapers,'and'are' increasingly'beginning'to'use' the'internet'to'find' information,'check'email'and' shop'online''

$ $

Tertiary'Market' Meet$Kevin$and$Jane

$

$

$ $

• Married'couple'in'their'early0 • Married'“empty'nesters”'in' thirties'who'are'college' their'late0fifties'who'are' educated'and'recently'entered' very'financially'stable'on' the'workforce,'working'40+' the'verge'of'retirement'' hours'per'week' • Less'likely'to'own'a' • Heavy'smartphone'and' smartphone'yet' internet'users'to'find' increasingly'using'the' information,'shop'online'and' internet'to'find'news' connect'to'their'social'media' information' sites' • Still'reads'newspapers,' • Continues'to'use'traditional' especially'nationally' media'like'television'and'radio' circulated'ones,'and'both' for'leisure'and'informational' cable'and'network' purposes' television'channels'during' leisure'time'

...................... 52.


!

Media Plan

...................... campaign timing Year This campaign will begin September 2014 and end May 2015. Advertising will be stressed during the months of September, February and late April/early May (“pulse” months) because these are peak times for travel booking. According to Ballyhoo’s primary research, winter break travelers tend to begin booking their vacations in September, Spring break travelers in February and late summer travelers in late April/early May. Time of Day “Off Hours of the Weekdays” We will place our broadcast media (radio and television ads) during “off-hours of the weekdays when our target audiences are not working. We will avoid ~8am until 3pm-ish as this is the typical time our market is hard at work (see below). Target’s Typical Weekday 8;8:59'am' • work' • exercising' • radio' • email' 9;9:59'am' • work' !

12;12:59'pm' • grocery'store' • restaurant' • work' 3;3:59'pm' • car' • work' • email' • radio' !

4;4:59'pm' • car' • work' • exercising' • radio' • email' 5;5:59'pm' • car' • work' !

11;11:59'pm' • Socializing' • Socializing' • Housework' • Internet/social' • Sleeping' media' 7;7:59'pm' • socializing' • exercising' • eating' • email'

...................... 53.


!

Media Plan

...................... As a result of our audience’s daily schedule, they will likely be receptive to our messages during the commute to and from work, as well as the evening hours.

Weekends

24/7

Ballyhoo will also maintain consistent advertisements throughout the weekends when people have more free time to plan vacations, peruse through print media and relax by searching the web or watching television. Our outdoor media as well as advertisements on certain targeted websites will be present throughout each day/week/month to increase our audience’s retention on Mexico travel.

location Regional Houston, Dallas, San Francisco, Los Angeles, Chicago and Washington D.C. will be the main marketed areas since these are major U.S. cities whose residents travel to Mexico. Regional emphasis will remain balanced across all six cities throughout our nine month campaign; however, there will be a slightly stronger pulse in Chicago and D.C. during the travel planning months for winter break (September) since the two are farther north and experience snowfall/winter. Also, since our total media plan budget is $55 million, we strategically want this campaign to have regional emphasis so we can concentrate our dollar to specific audiences in order to effectively spend our money.

...................... 54.


'

Media Plan

...................... National Though our campaign is regional based, the media plan does include several national media outlets, like network television and websites online to reach a broader audience.

Pulsing strategy Even though various media vehicles will be continuously present throughout our nine-month campaign, we will follow the pulsing strategy. Ballyhoo strongly believes this strategy will benefit our campaign by intensifying advertisements before a buying aperture and then reducing advertisements to lower levels until the aperture reopens, providing periodic intensity (Moriarty, Mitchell, Wells, 2012). Our pulse months, as mentioned before, will be September, February and late April/early May because that is when our target audiences are most likely beginning to plan a vacation. According to Simmons research, our three target markets are most likely to vacation in December, Spring Break (March and early April) and August. Pulsing during late April/early May will not only target those intending to travel in August, but will also encourage customers who are just returning home from their winter and spring vacations to reflect on their recent travel and hopefully become repeat travelers for coming years.

Ballyhoo chose not to follow the “flighting� strategy because we do not want to risk our audience losing retention about vacationing in Mexico during the hiatus periods.

...................... 55.


'

Media Plan

...................... Major Aperture Moment After pulsing with heavy advertising in September, the month our campaign will begin, there will be a major aperture moment in February. The ideal moment our campaign will most likely breakthrough to our target audiences is Super Bowl XLVIII on Sunday, February 2nd 2014. Ballyhoo believes the Super Bowl is a worthy investment because it will allow us to build the Mexico Tourism Board’s brand image and send a positive message to shape public perceptions about Mexico on a mass scale. The Super Bowl is not only heavily viewed by our target markets (and many other worthy audiences as well), but it also occurs in February, a popular time people begin booking travel for Spring Break. A captivating commercial will be broadcasted during the game before halftime. The halftime performance is extensive and quite elaborate, soA'captivating'commercial'will'be'broadcasted'during'the'game'before'halftime.'The'halftime' Ballyhoo believes viewers will be less interested in our commercial performance'is'extensive'and'quite'elaborate,'so'Ballyhoo'believes'viewers'will'be'less' than the music performance. We strategically chose not to have our interested'in'our'commercial'than'the'music'performance.'We'strategically'chose'not'to'have' our'commercial'air'after'halftime'as'well'because'if'the'game'is'a'“blowout”'in'the'latter' commercial air after halftime as well because if the game is a “blowout” quarters,'people'may'lose'interest'in'the'game/commercials'if'one'team'is'winning'by'a' in the latter quarters, people may lose interest in the landslide'(i.e.'may'start'heading'home'from'a'party/bar,'change'the'channel,'etc.).! game/commercials if one team is winning by a landslide (i.e. may start heading home from a party/bar, change the channel, etc.).

media selection overview Broadcast Realizing broadcast mediums reach extremely large audiences at a fairly low cost, Ballyhoo decided to use these platforms, like television and radio, to reach all three of the target markets. Since our audiences range from thirty year-olds to late fifty year-olds, broadcast mediums remain a main source for news and entertainment.

...................... 56.


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Media Plan

...................... Print Since a majority of our targeted markets enjoy learning new information and value education, many of them read nationally circulating newspapers as well as magazines. Our tertiary market is individuals in their upper fifties who continue reading print material for news and entertainment. Internet

According to our secondary research, our target audiences are more likely to surf the internet on a regular basis than the average American. Since internet reaches 94% of intended travelers weekly, it is obvious our campaign will be visible and easily reachable on the internet. Outdoor While our market is traveling in car, by foot or by bust (most likely heading to or leaving work), outdoor billboards and ambient media has the potential for high frequency and wide audience reach. Ballyhoo understands this is a geographic medium not every competitor utilizes, so this will make us stand out from others. Mobile

53% of intended travelers have a smartphone and use mobile travel applications (Bager, 2012). This analysis reveals that our three target audiences are more likely than the average American to use a smartphone and download apps. Mexico advertisements will appear on our audiences’ smartphones when they are surfing the internet on specific sites, like weather.com, amazon.com and travelocity.com.

......................

57.


'

Media Plan

...................... Broadcast and interactive media like internet will be emphasized and utilized more than the other media channels. Both primary and secondary research reveals the strong media usage patterns of television, radio and ! internet among all three target audiences. Since interactive and online media is gaining greater strength and Ballyhoo is a technology forward agency, these media channels will be heavily present in our campaign.

the importance of media selection Broadcast

Television: Commercial advertisements will reach our target audiences because television remains a main source for news and entertainment among our three markets. Super Bowl Since our Simmons data showed our audiences tend to read the sports section in newspapers, visit the ESPN website and watch sports programming, Ballyhoo believes it will be beneficial to air a commercial during the Super Bowl. Reaching millions of people, including our markets in all six targeted cities, a Super Bowl ad will properly expose viewers to Mexico. Network Television—ABC/CBS/NBC Commercial advertisements in network television channels will also be included in our campaign. Sitcoms, documentaries, news and other entertainment shows are most popularly watched by our markets. After surveying over 100 individuals as well as obtaining data from Simmons reports, Ballyhoo found that our target audiences who have traveled‌

...................... 58.


'

Media Plan

...................... … to Mexico before, especially late thirty year-olds, are more likely to watch television between 7pm – 11pm. With that said, commercials will air during both primetime and late night shows, including sitcoms like Modern Family (ABC) or The Voice (NBC), and Late Night with Jimmy Fallon (NBC) or The Late Show with David Letterman (CBS). Spot Television Ballyhoo will also place commercial advertisements in spot television segments since we are reaching specific cities. Advertisements in these geographic broadcasted areas will likely play during the local evening news since our audiences often watch the news on television. Cable Television Evening animation shows (i.e. Family Guy), documentaries and reality television are also highly viewed by our three target markets. Including commercial advertisements in documentaries on the History Channel or A&E and in reality shows about adventure like Gold Rush (Discovery Channel), Whale Wars (Animal Planet), or Snapped (Oxygen) will also reach our audiences.

Radio: All three of our target markets are all avid hard workers with white-collar, fulltime jobs. With many of them commuting by car to and from work, they listen to the radio daily. Advertisements will be placed in spot radio stations of the most listened to genres of our markets listed below. o Contemporary—local A captivating o Classic Rock—local commercial will o News—local elaborate, so Ballyhoo

...................... 59.


'

Media Plan

...................... Print Newspaper: Though younger generations are reading newspapers far less, our target audiences, who are all thirty years old or older, continue to read them, especially nationally circulated papers. Print advertisements will be placed near the news, sports and travel sections as our Simmons data reveals these are the most popular sections read by our target markets. Below are the main newspapers included in this media plan. A captivating elaborate, so o New York Times,commercial Wall Streetwill Journal, USA Today Ballyhoo believes viewers will be less interested in Magazine: Since our target markets enjoy seeking new information and gaining knowledge, they tend to read informational, relevant and particular magazine. Below are the main magazines read by our three audiences. o General Interestcommercial (i.e. TIME or A captivating willLife) o Airline and In Flightbelieves Magazines elaborate, so Ballyhoo viewers Internet Targeted sites: As mentioned earlier, travel intenders are more apt to use the internet than the average American. Through Simmons data research, Ballyhoo has found specific sites that each of our target market visits. We plan to utilize these sites by including rich banner ads as well as interactive forms. o Travelocity.com A captivating o Expedia.com commercial will o Amazon.com elaborate, so o Espn.com believes oBallyhoo Google.com will be less oviewers Weather.com

......................

60.


$

Media Plan

...................... Keywords: Ballyhoo will purchase specific keywords that internet users may use when searching the internet for vacation plans. This way, we will optimize the search results so the Mexico Tourism Board’s website will be one of the top results when someone types the following keywords in a search engine. A captivating o Mexico o commercial Mexico travel will o Find your flavor elaborate, so oBallyhoo Flights to Mexico believes o Vacation(s) viewers will be less Viral Video: Ballyhoo will create a viral video that will be uploaded on YouTube (a popular site our audiences visit). We intend viewers of this video will like, share and distribute it to their social networks. The video will be a montage of actual Mexico travelers enjoying their vacation with a catchy song playing in the background.

Outdoor (ambient)

Billboards will be present throughout all six targeted cities. Billboard and ambient advertisements will be exposed to a mass audience and catch their attention. Ballyhoo understands this is a medium not every competitor utilizes, so this will make us stand out from others.

......................

61.


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Media Plan

...................... reach and frequency goals The Ballyhoo media plan will properly expose our target audience to travel to Mexico. We plan to reach a maximum percentage of our target audiences a minimum of five times within the first four months of advertising (Moriarty, Mitchell, Wells, 2012). Ballyhoo also plans to reach category thought leaders and influencers, like travel agents, in a way that will motivate them to initiate measurable word of mouth and other positive brand messages (Moriarty, Mitchell, Wells, 2012).

media expenditures & f low chart

...................... 62.


Media Plan

......................

impact media allocation 0.15%' 5.33%'

15.98%'

Superbowl' 43.92%'

6.66%'

Outdoor' Keywords' Sites' Mobile' Viral'

27.96%'

...................... 63.


Media Plan

...................... non-impact media allocation 12%' 26%'

Network'Television' Cable'Television'

15%'

Spot'Television' Radio' 16%'

15%'

Magazine' Newspaper'

16%'

non-impact media allocation of grps 700' 600' 500' 400' 300' 200' 100' 0'

...................... 64.


!!

Media Plan

...................... Detailed non-impact media allocation of grps 700' 25' 41'

600'

25' 41'

500'

Magazine'

400' 300' 200' 100' 0'

350' 9' 11' 132' 23' 28' 41'

43' 88' 73'

350' 7' 11' 132' 22' 27' 42'

12' 20'

13' 21'

7' 11'

174' 176' 21' 44' 36'

22' 44' 37'

Newspaper'

43' 88' 0'

0'

0'

73'

7' 11'

7' 10'

132' 130' 130' 23' 28' 43'

22' 27' 41'

22' 27' 41'

Radio' Spot' Cable' Network'

**Please note we are pulsing in late April/early May (combining the two columns would make them look similar to February and September)**

Both bar graphs represent the non-impact media allocation of GRPS for our nine-month campaign. Since Ballyhoo has decided to use the pulsing strategy, one will notice more GRPS in the months of September, February and late April/early May. All non-impact media vehicles are present throughout every month of our campaign. However, they all differ in the amount of GRPS. As apparent from these bar graphs, broadcast mediums will be used more than print mediums because our three target audiences watch television and listen to the radio more so than reading newspapers or magazines.

......................

65.


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Public Relations & Promotions E B lise

.......... 66.


!

Public Relations & Promotions

...................... Public relations strategy Ballyhoo understands that it is essential for the Mexico Tourism Board to have a flawless public relations strategy. Correcting and clarifying the safety concerns about traveling to Mexico is a top priority. But why stop there? Through the "Find Your Flavor" campaign, we intend to change the public opinion of Mexico to be wholly positive, and to reposition Mexico to be a "must-go" destination with limitless activities.

“Find Your Flavor” plays off of the well-known association Mexican food has for being very flavorful. This campaign will entice people to experience the many “flavors” of Mexico such as the cultural and historic spots, the beaches, the snorkeling, the hiking, the rafting, the zip lining, etc. By the end of the campaign we want the word “flavor” to be a direct association with the country of Mexico and its experiences, no longer fixated solely on its food. By implementing strategic public relations efforts we believe we can decrease consumer anxiety about Mexico and increase overall attraction to the country.

general public opinion Mexico's image has suffered among Americans in recent years. The drug war and the violence surrounding it, health concerns - specifically after the swine flu outbreak - and travel advisory warnings issued by the US Government are all concerns that Americans have about Mexico.

Though violence between drug cartels is present in the country, drug-related violence generally happens in concentrated areas away from tourist destinations. Press coverage often does not clarify this, and Americans tend to see Mexico as one entity that is dangerous everywhere.

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...................... The U.S. has, however, still issued travel warnings for certain parts of Mexico. Though designed to inform tourists, they perhaps have deterred them and stirred false and negative perceptions. Negative media about Mexico is extremely influential on our target markets. The latest general travel warning was released in July 2013, notifying U.S travelers of Mexican efforts to control Transnational Criminal Organizations and confirming that there “is no evidence that [TCOs] have targeted U.S. visitors and residents...Resort areas and tourist destinations in Mexico generally do not see the levels of drug-related violence and crime that is reported in the border region and in areas along major trafficking routes.” Of the more than 20 million American citizens who travel to Mexico annually, 113 were murdered in 2011 in drug-related disputes and 71 in 2012, according to the warning. However, it is important to remember that those who travel to Mexico are not all innocent tourists traveling to resorts.

The report warns more of the dangers of kidnapping and car jacking, especially in local cities near the U.S.-Mexico border. It encourages anyone traveling through these areas (usually not tourists anyway) to withhold from displaying any signs of wealth. The swine flu outbreak in 2009 also caused a blow to Mexico’s image in the international travel industry.

Currently the Public Opinion forecast doesn’t appear to be as strong or confident as the MTB would like it to be due to the excess of travel warnings, tainted image of violence and recent disease epidemic fresh in the mind of the prospective tourist. Despite the increases in negative reporting about Mexico, Americans still see it as an affordable vacation option and tourism rates are on the rise.

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...................... stakeholder analysis

Below is a stakeholder analysis for a new Mexico Tourism Board campaign. The Stanford Research Institute (1963) defined stakeholders as “those groups on which the organization is dependent for its continued survival." Keeping stakeholders happy at all times will make the campaign go more smoothly.

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...................... Tourists! Travel! Agencies!

Mexican! Companies!

Press! US! Government!

Mexican! Government!

Competitors!

Managing public opinion and press relations The American public is extremely impressionable in regards to negative coverage of Mexico. Keeping the media well-informed is a critical step in preventing and overcoming the dangerous stigma Mexico bares. The Mexico Tourism Board needs to be known as THE most important source for information. To achieve this, the MTB must always remain honest and answer all questions. As soon as an event happens that has the potential to be reported negatively, the MTB will issue press releases and hold press conferences to make sure all information being reported is accurate and placed within realistic contexts. Ideally, we will be so well-known for providing accurate information that after hearing about something in Mexico, people will automatically turn to our website to learn more. 70.

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...................... Since our target markets are heavy technology users, we will also track public opinion online. We will monitor discussion of Mexico on Twitter and Facebook and respond when necessary. We will also take the time to fully explain any issues deemed important to the consumer on our own social media pages. Interacting with our consumer is essential and expected in this day and age.

Promotions/tactics SWEEPSTAKES: Go Find Your Flavor Overview • Fifteen families will receive a free GoPro camera and a free weeklong trip to Mexico Objectives • Create database of potential customers • Create interactive relationship with potential consumers • Create buzz about Mexico • Use consumer-generated content as advertisements • Form partnership with GoPro Details Our consumers are heavy technology users, and one of the most popular gadgets to have right now is the GoPro camera. Here is a description of the cameras from the GoPro website: "Impossibly small. Impressively high performance. Incredibly versatile. It all adds up to a camera that makes it easy for anyone, anywhere, to capture stunning photos and video of their life’s most meaningful experiences."

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...................... As one can see, this is an ideal camera to document a trip to Mexico. Through the "Go Find Your Flavor" sweepstakes, 15 of the families who entered will win a week-long trip to Mexico and a GoPro camera. The winners will be directed to document all of their activities while in Mexico on the GoPro and send us their footage. With their footage, Ballyhoo will create a commercial highlighting the many exciting "flavors" these families experienced. The "Find You Flavor" campaign is starting in September 2014, and the "Go Find Your Flavor" sweepstakes will begin at that time as well. There will be television, radio, and internet advertisements directing people to enter the sweepstakes. While giving these families free trips and cameras places the Mexico Tourism Board in a positive light, the campaign has additional value: • We will build a valuable database of potential customers, seeing as they must enter their information in order to enter the sweepstakes. Everyone who enters will receive an email thanking them for entering the sweepstakes and directing them to our website to learn more about Mexico. They will also receive a brochure in the mail, prompting them to still consider Mexico for their next vacation. Their personal information will be used to contact them in the future about other events or incentives as well. • The advertisements about the sweepstakes beforehand and the commercial created afterward will create buzz among the public. • We will form a partnership with GoPro - a company that has a great reputation and products that are likely to be widely used by our target markets. • The costs of creating the commercial with the footage afterwards is almost negligent, but it will have a lasting impact on our consumers. People like to be shown, not told, so showing their peers having the experience of a lifetime is a way to do just that.

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RELATIONSHIP BUILDER: “Find Your Flavor” E-Newsletter Overview! • MTB will send out a monthly newsletter to potential customers Objectives! • Create buzz about Mexico • Prompt people to look into the "Find Your Flavor" campaign • Combat safety concerns Details! Using the database of potential consumer information collected in the above sweepstakes, the MTB will send out a monthly "Find Your Flavor" E-Newsletter. It will be an E-newsletter because our research shows that our target markets check their email more than the average American. The newsletter will highlight a new destination, or "flavor" each month and give details on specific trips and excursions they can take in that location. The newsletter also gives the MTB the platform to discuss safety issues if something were to arise. As stated previously, we want to remain honest with the consumers, but also help put reported incidences into perspective. 73.

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...................... INCENTIVE: GoPro Coupon with Mexico Trip! • Anyone who books a trip to Mexico through a travel agent or the MTB website will receive 50% off a GoPro Camera Objectives! • Give consumers additional reason to book trip • Create buzz about Mexico Details! The Mexico Tourism board wants to see people booking trips to Mexico directly through the MTB website or through a travel agent. When people do book a vacation through either source, they will receive 50% off a GoPro camera. This will encourage people who may be considering several locations to decide on Mexico for their vacation for the extra bonus of half-off a camera. This will also encourage people to book through a reputable source that MTB trusts to give helpful and accurate information. Additionally, one third of our consumers say that online communities/social networking on their favorite online activities, as noted previously. Getting a new camera will entice them to take more pictures on their vacation to Mexico, and their fondness towards social media makes them more apt to post the pictures online. The sharing of their pictures will generate conversations among their friends and position our consumers as opinion leaders. We will only make this offer available during the pulse months of October and February. Research shows are more likely to plan their vacations during these months, and we want to make sure they plan it to Mexico.

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...................... EVENT: Good Morning America “Flavor-Off”! • Three people selected from the audience will compete to win a trip to Mexico Objectives! • Create buzz about Mexico • Prompt people to look into the "Find Your Flavor" campaign Details! A representative from the MTB will go on the "Good Morning America" show. Three members of the live audience will be selected to participate in a "Flavor-Off." At the beginning of the show the participants will all be given cooking ingredients. They will be given a half hour (as the show goes on) to create the most flavorful Mexican dish. The hosts of Good Morning America will be the judges, and the winner will receive a free trip to Mexico. All three of the contestants will receive a GoPro camera for participating. The MTB representative will talk-up all of the "flavorful" experiences Mexico has to offer during the whole appearance. This appearance will create positive, national buzz about travelling to Mexico and the "Find Your Flavor" campaign.

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...................... EVENT: “New Year, New Flavors” Stakeholders New Years Eve Party! • Stakeholders will be invited to a New Years party sponsored by the MTB Objectives! • Keep stakeholders happy • Prompt people to look into the "Find Your Flavor" campaign Details! New Years Eve is a night of excitement when many people make resolutions to try new things in the upcoming year. The "Find Your Flavor" campaign is all about trying new experiences, so holding a New Years Eve party will pump up the excitement for experiential travel and the possibility of trying new "flavors" in the new year.

The Mexico Tourism Board understands the importance of maintaining good relationships with its stakeholders, so many of them will be invited to this party. People involved in the media, the US and Mexican governments, travel agents, and Mexican tourism operators will all be welcomed. The bash will be a great time and will highlight important parts of the "Find Your Flavor" campaign.

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...................... PRODUCT PLACEMENT: Modern Family! Overview! • MTB will pay for Modern Family to film show in Mexico Objectives! • • • •

Show Mexico as a safe country Highlight culture and fun activities Differentiate Mexico from competitors Create buzz about Mexico

Details! Our research has found that our target markets are more likely to watch sitcoms like Modern Family, so the MTB will get the show to film in Mexico. The episode will be about the whole family taking a vacation together to Mexico but everyone wanting to do different things. This will highlight a few of the experiences we want our consumers to have in Mexico, specifically highlighting cultural excursions. An appearance in Mexico by Modern Family will reach our target markets and generate buzz about the many experiences to be had in Mexico. When viewers see Modern Family in Mexico they will start to reconsider Mexico as dangerous and instead more of a family destination. Their previous notions about crime and violence will turn into curiosity and desire, and Mexico will be seen in a more positive light. The Mexico Tourism Board will pay for the flights and hotel of the Modern Family cast and crew to stay in Mexico during filming.

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...................... PRODUCT PLACEMENT: The Price is Right! Overview! • The Price is Right game show will make a trip to Mexico a prize Objectives! • Gain exposure to target markets • Create buzz about Mexico Details! Our target markets have been shown to watch more game shows than the average person. During the month of December, when many people have off of work and are even more likely to watch TV, "The Price is Right" game show will have a trip to Mexico as a potential prize for one of the final two contestants. Being on this show will reach our target markets as well as put the idea of traveling to Mexico for the upcoming spring break into their heads.

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...................... CONTEST: #helpmefindmyflavor Twitter Contest! • People will use the hashtag #helpmefindmyflavor to compete for a free trip to Mexico Objectives! • Create interactive relationship with potential consumers • Create buzz about Mexico Details! According to our research, our target markets consist of very hardworking individuals. One of our targets work 40+ hours a week on average, and most only get 10-15 vacation days a year. Our consumers are more likely to agree with the phrase "I am willing to sacrifice time with my family in order to get ahead," but also "I enjoy spending time with family." What better way to escape from their rigid routines and relax with their families like they've always wanted than taking a vacation to Mexico? The Mexico Tourism Board wants to treat one of our hardworking consumers to a free trip to Mexico for 4 people, and make their limited vacation days worthwhile. As previously stated, one third of our consumers say online communities/social networking are their favorite online activities, so Twitter is a great way to reach them. The MTB will launch a Twitter contest asking users to Tweet why they think they deserve to "find their flavor" and win a free trip to Mexico. Contestants will use the hashtag #helpmefindmyflavor to identify their participation. This contest will be held in February because Ballyhoo has identified it as a peak time for vacation bookings. This campaign will come after the first “Go Find Your Flavor” sweepstakes because the commercials from the… 80.

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...................... …"Go Find Your Flavor" vacation footage will be running at this time. People who see the commercials are more likely to want to travel to Mexico and more likely to participate in a Twitter contest to win a free trip. Everyone who participates and does not win will be more apt to consider Mexico for their next vacation as a result. We are making it a free trip for 4 people, because our target markets are more likely to have at least 2 children and we want to promote Mexico as a family destination. Using Twitter is a beneficial way to increase interactivity with our potential consumers. It will also create internet buzz and possibly become a trending hashtag, giving the MTB free national exposure. CONTEST: Radio Prizes! Overview! • Listeners will get the chance to win a free trip to Mexico Objectives! • Gain exposure to target markets • Generate buzz about Mexico Details! As shown previously, Mexico Tourism Board's target markets are 73% more likely to listen to the radio during commute hours and listen to the radio every day, making them very receptive to radio contests. Within the top cities found to be vacationing to Mexico - Los Angeles, San Francisco, Houston, San Antonio, Dallas, Chicago, and Washington D.C. - the MTB will set up radio contests. The radio stations will play a predetermined song between the hours of 6-8am, and 4-7pm (commuting hours), and the audience will be expected to listen for it. When they hear the song they need to be a certain caller-number and they will be entered to win a trip…81.

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...................... …to Mexico. At the end of the month, one winner from each station participating in these cities will win. This will be effective in achieving our objectives because people get excited to win a trip to Mexico. Also, people will be more apt to listen to the radio longer than just their commute to increase their chances of hearing the song. During these hours we will make sure to saturate the commercial breaks with advertisements for the "Find Your Flavor" campaign. CHARITABLE PARTNERSHIP: The National Merit Scholarship Corporation ! Overview! • MTB will partner with the National Merit Scholarship Corporation and donate money Objectives! • Boost corporate image Details! Our target markets are more likely than the average American to have a college degree, and they are more likely to place value on higher education learning according to our research. The Mexico Tourism Board will partner with the National Merit Scholarship Corporation to not only help a great cause, but appeal to the consumer as well. Our consumers will look at this partnership in a positive way, boosting the Mexico Tourism Board Image.

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...................... GOVERNMENT RELATIONS: Lobbying for less travel warnings ! Overview! • MTB will hire lobbyists to lobby Congress against issuing unnecessary travel warnings Objectives! • Get the US government to issue less travel warnings • Decrease poor press coverage • Decrease consumer safety concerns Details! Travel warnings issued by the United States federal or state governments can have a large negative impact on tourism rates to Mexico. The MTB will hire lobbyists to lobby congressional representatives to create policy making stricter rules for issuing travel warnings. The MTB understands why travel warnings are important, but thinks they sometimes create unnecessary fear in the consumers. If travel warnings are better thought out, there will be less poor press coverage on safety issues in Mexico and less of a dangerous reputation.

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PRESS RELEASE Issued by: Mexico Tourism Board Contact: Account Manager, Michael Bernstein (555) 414-1234 FOR IMMEDIATE RELEASE

August 1, 2014

Mexico Tourism Board Announces "Find Your Flavor" Campaign MEXICO CITY – The Mexico Tourism Board announces their new "Find Your Flavor" campaign that excites tourists to experience all that Mexico has to offer. The Mexico Tourism Board will begin their "Find Your Flavor" campaign on the first of September 2014. The "Find Your Flavor" campaign emphasizes the limitless activities available in Mexico, and encourages Americans to get out and have these experiences for themselves. "We truly believe Mexico is one of the top vacation destinations in the world," said Maria Lopez, Public Affairs Manager of Mexico Tourism Board. "We think that all too often people overlook the many cultural and historical experiences that Mexico has to offer. This campaign is designed to excite tourists to expand their horizons and try new activities as they vacation in Mexico." The "Find Your Flavor" campaign will highlight the limitless experiences in Mexico. Mexico is home to 32 World Heritage sites, 6,000 miles of coastline on four different large bodies of water, and more luxury hotels than anywhere in North America or the Caribbean. A large portion of the "Find Your Flavor" campaign efforts will be focused on clarifying safety concerns about Mexico by putting travel risks into perspective. The campaign will open more venues of communication through social media and e-newsletters. "The Mexico Tourism Board is dedicated to providing accurate and helpful information to its consumers regarding safety issues," says Lopez. "This new campaign will allow us to more effectively communicate with consumers and media if concerns arise." To learn more about the "Find Your Flavor" campaign, visit the Mexico Tourism Board website www.visitmexico.com

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...................... PRESS RELEASE

September 1, 2014

Issued by: Mexico Tourism Board Contact: Account Manager, Michael Bernstein (555) 414-1234 FOR IMMEDIATE RELEASE

Mexico Tourism Board Partners with the National Merit Scholarship Corporation

MEXICO CITY – The Mexico Tourism Board announces a new partnership with The National Merit Scholarship Corporation. The Mexico Tourism Board will donate a portion of its profits every year to fund scholarships given to undergraduate students through the National Merit Scholarship Corporation. "We are very excited to include the Mexico Tourism Board as one of our corporate sponsors," said Nancy Krech, National Merit Scholarship Corporation director of sponsor services. "The Mexico Tourism Board's donations will allow us to help an even greater portion of the many deserving students in America." Last year the National Merit Scholarship Corporation awarded nearly $50 million to approximately 10,200 students. Through this partnership, Mexico Tourism Board proudly promotes higher education and encourages hardworking students. "We were very deliberate in our decision to choose the National Merit Scholarship Corporation to partner with," said Maria Lopez, Public Affairs Manager of Mexico Tourism Board. "We take pride knowing this partnership will benefit students with great potential. The youth are the leaders of tomorrow, and the Mexico Tourism Board sees this as an investment towards a brighter future."

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...................... PRESS RELEASE

August 1, 2014

Issued by: Mexico Tourism Board Contact: Account Manager, Michael Bernstein (555) 414-1234 FOR IMMEDIATE RELEASE

Mexico Tourism Board Announces "Go Find Your Flavor" Sweepstakes

MEXICO CITY – The Mexico Tourism Board announces their "Go Find Your Flavor" sweepstakes, giving Americans the chance to be one of fifteen families to win a free trip to Mexico and a free GoPro camera. The Mexico Tourism Board will begin their "Find Your Flavor" campaign on the first of September this year. The "Find Your Flavor" campaign emphasizes the limitless activities available in Mexico, and encourages Americans to get out and have these experiences for themselves. To kick off the "Find Your Flavor" campaign, the Mexico Tourism Board is holding a sweepstakes in which fifteen families will be selected to document their trip to Mexico on a GoPro camera, all completely free. The footage captured by the families will eventually be used in later advertisements for the campaign. "With the vast variety of activities in Mexico, the versatility of the GoPro camera makes it the perfect piece of technology to capture any experience," says Maria Lopez, Public Affairs Manager of Mexico

Tourism Board. " We can tell people over and over again about how great we think Mexico is, but it's better to have their peers show them. This sweepstakes is a once in a lifetime opportunity for the families that will be selected, and we're just as excited to see how much fun they will have." The "Go Find Your Flavor" sweepstakes will begin September 1, 2014 and end on October 1, 2012 when the fifteen winners will be selected. To enter the sweepstakes visit www.visitmexico.com.

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sources

...................... Research Analysis • Qualtrics survey software • Simmons • Mintel - U.S. Outbound Travel, Travel and Tourism-Mexico • Business Monitor International • Travel.state.gov • Global Road Warrior/Country Watch • WTTC / IBA • Reuters • http://fama2.us.es:8080/turismo/turi smonet1/economia%20del%20turis mo/turismo%20zonal/centro • %20america/impact%20of%20touris m%20in%20Caribbe.pdf • http://www.priceoftravel.com/1856/ cheapest-caribbean-islands-32destinations-by-price/ • http://travel.usnews.com/Rankings/ Best_Affordable_Caribbean_Destina tions/ • http://www.witsa.org/awards02/nom inees/witsa/TourismBoardBackgr.pd f http://adage.com/article/globalnews/mexico-tourism-board-plansswine-flu-advertising/136883/ http://www.travelpulse.com/mexicotourism-board-plans-25-million-adcampaign.html http://www.tnooz.com/article/mexic o-tourism-board-launches-adcampaign-to-attract-northamericans/

Media Plan • Simmons database • Laura Goldberg, “IAB Analysis Shows Travel-Seeking Audience Spending More Time Online & Having Stronger Mobile Usage Habits than Average Americans,” (September 13, 2012) • http://www.iab.net/about_the_iab/rece nt_press_releases/press_release_archiv e/press_release/pr-091312 • “Online Travel Market”. New Media Trend Watch. http://www.newmediatrendwatch.com /world-overview/91-online-travelmarket?showall=1

All Images Are From Google

Ballyhoo ........... An integrated marketing agency

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An Integrated Marketing Campaign Plan  

A mock, campaign plan for the Mexico Tourism Board. Journalism 345 Intro. to Strategic Communications, UW-Madison 2013.