Yucatán Tourism
Situation
The state of Yucatán, often confused with the Yucatán Peninsula and overlooked by North American travelers, was seeking to raise awareness of its distinctive cultural experiences, historical significance, innovative cuisine, and unique accommodations.
Approach
Create an integrated marketing and PR program to educate tour operators, travel agents, and top-tier media on the destination’s assets focusing on its natural resources, archaeological sites, historic hotels and haciendas, and charming and design-forward capital city of Mérida. The ultimate goal was to drive arrivals, length of stay and spend from the North American market.
Our Solution
- Created and managed training and education of local operators
- Engaged in aggressive travel trade and media outreach
- Hosted trade and media FAM trips
- Assisted local receptive operators in creating new product tailor made for the North American market
- Facilitated partnership with Historic Hotels Worldwide for qualifying hotels
- Developed English-language website and digital marketing program
- Launched and managed English-language website
Results
- Yucatán was named one of the top 10 cities in Mexico & Central & South America by Travel + Leisure in 2016
- Sojern, a leading performance marketing platform for travel brands, identified Yucatán as one of the top five long haul destinations for spring 2017, based upon an in-depth analysis of travel intent data.
- Feature coverage published in outlets including Conde Nast Traveler, am New York, Travel Weekly, TravelAge West, and more
- Increased arrivals from the North American market along with length of stay and spend, competitively positioning Yucatán against competing destinations and effectively differentiating the destination from the Yucatán Peninsula
Our Work
Services Provided to Yucatán
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.
Events
Our team creates innovative trade, media, and consumer events, handling all of the details from start to finish.