Guadalajara CVB
Situation
Guadalajara, Mexico is a cosmopolitan city that enjoys great connectivity, a well-developed infrastructure, a wide range of accommodations, and a variety of tourism product. Despite its success with the MICE and business markets, the destination struggled to attract North American leisure travelers. Guadalajara Tourism engaged PHG Consulting to help raise its profile amongst North American consumers, tour operators, and travel agents.
Approach
- Create and implement a strategic integrated marketing plan to drive arrivals, length of stay, and spend from the North American market
- Develop a three-year strategy to increase consumer “buzz” around the destination, as well as an online marketing plan including development of an English-language website
Our Solution
- Assisted local receptive operators in creating new product tailor made for the North American market
- Organized FAM trips for qualified travel trade professionals, media, and influencers
- Shared captivating news and information from the destination with media on a regular basis via press releases, one-on-one meetings, and individual correspondence
- Launched and maintained engaging social media channels
- Brokered partnerships with prominent digital content producers to generate widespread exposure for the destination via key social media platforms
- Planned and executed travel trade and media events in key source markets across North America
- Developed and maintained Guadalajara North American website www.visitguadalajara.com
- Executed branded content partnerships with brands including AFAR and HERE Magazine
Facilitated partnership with Historic Hotels Worldwide for qualifying hotels
Results
- Travel + Leisure named Guadalajara one of the Top 10 cities in Mexico, Central, and South America in 2016
- Fodor’s Travel included Guadalajara on its “Go List” of destinations to visit in 2018
- Secured 333 positive articles about Guadalajara, resulting in more than 1.2 billion media impressions from March 2016 to March 2019. Achieved ROI of 46:1Secured 222 positive articles about Guadalajara, resulting in more than 515 million media impressions from March 2017 to March 2018
- Sojern, a leading performance marketing platform for travel brands, identified Guadalajara as one of the top five long haul destinations for spring 2017, based upon an in-depth analysis of travel intent data
- North American leisure arrivals to Guadalajara, along with length of stay and spend, have increased since the destination engaged PHG Consulting, solidifying Guadalajara as a top leisure destination in Mexico
- Achieved 38.4 impressions and 84.7K engagements across Facebook, Instagram, and Twitter platforms
Visit Guadalajara Website
Our Work
Services Provided to Guadalajara
Travel Trade Representation & Outreach
We help our clients build relationships with tour operators, travel agents, travel trade, and other business-to-business groups that increase awareness of their destination and drive more arrivals.
Tourism Product Development
We analyze and evaluate existing tourism product, identify appropriate and profitable segments, and respond to market challenges by recommending enhancements to improve the customers’ experience before, during, and after their trip.
Web Development
We create engaging, responsive websites that inspire and educate visitors.
PR & Media Relations
Public Relations and media outreach are essential to increasing awareness and influencing actions that will ultimately result in increased business. We leverage our rich, long-term media relationships with key contacts across the globe to secure high-impact editorial exposure on local, national, and international levels, ultimately driving sales and brand awareness.
Social Media
Our integrated, multi-faceted social media approach creates awareness, engagement, and loyalty for your destination or hotel while building a virtual community across platforms.
Training Solutions
Our accredited training team offers professional development services in hospitality and destination management, hotel revenue and distribution, and group sales. We create and deliver custom workshops, classes, and extended courses for a broad range of audiences and topics.
Marketing Campaigns & Advertising
An integrated marketing campaign that incorporates both traditional and digital channels will keep your company or organization in focus. We design strategic marketing and advertising plans, gather and create image and content components, and implement and track placements to ensure success.
Digital Marketing
Today’s consumers look to real-time video and inspirational images more than ever as they are making their purchasing decisions. We will help you capture their attention by providing a complete suite of digital marketing services including campaign design, website development, search engine optimization (SEO) and marketing (SEM), regional programs, and promotions.
Sales
With services ranging from talent acquisition and interim sales to business plan execution, our team is ready to assist you with all aspects of your sales strategy and management needs.
Events
Our team creates innovative trade, media, and consumer events, handling all of the details from start to finish.