Digital Campaign for the 2017 #PremiosMTVMIAW

Thanks to a 360º digital media campaign, the 2017 MTV MiAw Awards were the most successful in MTVLA’s history in terms of both votes and ratings.

After developing a strategic planning using our proprietary Orbital Strategy methodology, the team of more than 20professionals planned and executed a comprehensive, integrated marketing and communications program to position Quito as a rising world-class city destination in Latin America. A time when main competitors such as Lima, Mexico City, and Bogota were becoming well-established names - Newlink had the opportunity to bring Quito to the forefront, establishing its placement on the global tourism radar.

470+

Trained Industry Members

Partnerships with Tour Operators

80+

Journalists visited the destination (FAM and Press Trips)

12.7M

Global Media Value (USD)

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OBJECTIVES

¡Ratings, ratings, ratings!

Position the city and its brand “Quito, the City of the Middle of the World” as an attractive destination for North American, South American and European travelers
Educate consumers and industry members of Quito’s diverse tourism offering highlighting its culture, gastronomy, history, nature and adventure.
Position Quito as a metropolitan destination for the meetings, incentive, conventions and events segment
Increase interest from industry professionals (travel agents and tour operators) to sell the destination
Generate continuous top-tier media coverage for Quito, maximizing exposure to key audiences

INSIGHTS

Organic, consistent, and interactive content

In 1978, Quito became the first city designated a UNESCO World Heritage Site due toit’s impeccable preservation of its Historical Center. Since then, the metropolitan city has made continuous efforts inpreserving, enhancing and showcasing it’s visually stunning city that lies between the Andes and volcanoes. Most recently, Quito has made substantial investments to improve its infrastructure and tourism offerings for international tourists. In 2013, the brand new Mariscal Sucre International Airport opened and new airlines have established routes to the destination including Jet Blue and Air Europa. Currently underway is also Ecuador’s first Metro line, part of the city’s Integrated Mass Passenger Transportation System andin2018, the Quito Metropolitan Convention Center is slated to open.

There has also been an immense focus on positioning the city for meeting and conventions. In 2016, the city hosted 24 important international events, including the United Nations World Conference on Housing and Urban Development, Habitat III; the 10th World Summit of Political Communication; and the 7th Latin American Congress of Tourism Research (CLAIT). These events helped Quito secure the #10 spot in the 2016 ranking of best tourism destinations for South American meetings, according to the International Congress and Convention Association (ICCA). The destination maintained the ICCA ranking in 2017.

Over the past two years, Quito has seen growth in visitor arrivals with more than 1.5 million people visiting the country, with more than half of those traveling through Quito. Tourism is one of the most important industries for the country, contributing more than USD $1 billion into the country economy.

Results

The best numbers in the show’s history

This sound strategy and non-stop effort yielded outstanding results; the numbers speak for themselves. To sum it up in one word, empathy was the secret to this campaign’s success. Adhering to the basic guidelines throughout the campaign was crucial, of course. But all of the content was conceived exclusively with the audience in mind, and the audience loved it. Happy audience = happier client.