Clients
Area of Expertise
Expertise Leaders
United States
Mexico
As reputation management consultants, Newlink has come up with a perception-balancing strategy for the U.S. and Canadian markets that aims to safeguard Acapulco’s image and influence potential tourists.
OBJECTIVES
OBSTACLES
Solution
Newlink has orchestrated a communications campaign for the Tourism Promotion Trust of Acapulco to raise public awareness about the reality of the tourist experience in that destination, including:
Meeting at Norwegian Cruise Line´s headquarters in Miami, Florida.
Transformation
Two consecutive years of sustained effort, relationship-building in the sector, and high-impact actions proved successful in maintaining connectivity by air and via cruise ship to the port and in balancing out the perception of Acapulco as a tourist destination. We provided the momentum that is now being seen in investments, infrastructure modernization, new attractions, and the construction of world-class hotels. Public relations have been a useful tool for generating articles with a neutral or positive perspective.
Newlink also has a served as a liaison with the cruise industry – particularly Norwegian Cruise Line and the Florida-Caribbean Cruise Association – to maintain open communication about infrastructure advances, product improvements, and the ways that tourist destination protects citizens and visitors, including special operations during cruise calls involving multiple law-enforcement agencies. The company coordinated visits to Acapulco by representatives of cruise ship companies such as NCL, helping ensure a continuation of their operations in Acapulco and the building of solid partnerships with the port.
The Newlink-promoted repositioning of Acapulco has had a major impact on the industry. In 2016, that tourist destination reported one of its most successful winter seasons in recent years, with a 95% hotel occupancy rate. Likewise, the hotel occupancy rate on January 1, 2017, was the highest in the past eight years, while tourist numbers during Easter Week exceeded those of 2016.
The Team
The team working on this account, keenly aware of Acapulco’s advantages and challenges, has spent more than three years promoting this destination and is constantly seeking ways to change the U.S. media’s perception of the city.
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