- The actions focused on top markets in Mexico, North America, South America, and Europe, generating more than 2.6 billion impressions in digital platforms.
The promotional and positioning work done by the Riviera Nayarit has been continuous, which kept it in the spotlight even during the health emergency caused by the coronavirus; so far, the actions of the Communications and Public Relations office of the Convention and Visitors Bureau (CVB) have generated more than 2.6 billion impressions in digital media alone.
According to a report presented by Newlink—the agency in charge of the design and execution of an extensive communications program for the destination—, the strategy focused on top markets in Mexico, North America, South America, and Europe using media pitches, bulletins, and interviews throughout April, May, and June.
“The start of the quarantine did not mean our Communications and Public Relations efforts came to a stop, on the contrary: the crisis management was on par and the response was immediate,” said Marc Murphy, managing director of the Riviera Nayarit.
Best Practices and Tourist Welfare Guide
There’s no doubt one of the highlights of the strategy was the development of the Best Practices and Tourism Welfare Guide presented in May, at a time when Mexico did not yet have health protocols in place. Although it is not an official document or endorsed by the Federal Government of Mexico, it combines a series of international recommendations that could be adapted to the destination’s different tourism companies.
It was precisely the creation of this guide that helped the Riviera Nayarit received the Travel Safety Stamp from the World Travel and Tourism Council (WTTC) in early June. At the time, WTTC President and CEO Gloria Guevara Manzo called out the work done by the CVB and its associated hotels in adopting the health protocols, highlighting the qualities that elevate it to a special place among the destinations of the Mexican Pacific.
Another important detail is that the plan focused on maintaining the Riviera Nayarit’s position in the national and international markets, with actions carried out in conjunction with the Promotion and Sales and Marketing desks and aimed at the tourism industry media and the end consumer using live sessions, webinars, and newsletters. Information was transmitted according to the situation in every country that hosts a Newlink office, so each one could manage it according to their current situation and media capacity.
The information was disseminated via top media in Mexico, North America, Europe, and South America. In Mexico the response was quick—the first FAM trip was welcomed from July 25 to 26, 2020, and two television programs with a tourist focus were recorded.
The response of the luxury and leisure segment media in the United States and Canada has also been excellent; as an example we must mention the article written by journalist Shivani Vora from CNN Travel, which has been replicated in more than 100 digital media so far.
Other media that have published the releases sent out by the CVB or have created their own content about the Riviera Nayarit include Spain’s El País; the UK’s Express; Marie Claire magazine; Diario La Razón; and Travel Weekly UK in Europe, just to mention a few. In Mexico, Estilo DF; Reforma (replicated in Mural and El Norte); Pasillo Turístico; Mujer de 10, and Turistampa. In North America, Travel Pulse; CNN Travel; Metro Source; and Jetsetters Blog, as well as El Espectador; Infotur Perú; Hosteltur; El Comercio; Business Intriper; and Terra in South America.
Here’s a sample of the publications:
The Communications and Public Relations strategy will continue to be implemented in the coming months with a global presence in the different markets and a results-based approach.
Remember, Mexico’s Pacific Treasure will be here when you can travel again!
The Riviera Nayarit Convention and Visitors Bureau (CVB) and the Bahía de Banderas Hotel and Motel Association (AHMBB) work to promote the region with the support of the Government of the State of Nayarit through the Tourism Promotion Trust (Fiprotur).