Expertise Leaders
Senior Vice President, Tourism
Estados Unidos
México
Entre los expositores se encontraron destinos, empresas hoteleras - desde cadenas internacionales hasta propiedades boutique independientes - aerolíneas que conectan México con gateways en todo el mundo, empresas de transporte terrestre, DMCs, centros de convenciones y otras y organizaciones relacionadas con el turismo.
Como consultores especializados en Turismo, Newlink hizo la gestión de las relaciones con prensa internacional del Tianguis Turístico y su destino sede, Acapulco, a fin de maximizar la exposición del mensaje promocional de México en los mercados de interés, incluyendo Norteamérica, Europa, Asia y LATAM. Nuestro equipo tuvo a su cargo desde la planeación y selección de medios, logística, atención al grupo y coordinación de múltiples viajes de prensa post evento.
+52M
Alcance Total Medios Tradicionales
+200
Posts en Redes Sociales
$947K
Valor Publicitario USD
89
Clips asegurados por la agencia
+1.1M
Alcance en Redes Sociales
OBJETIVOS ESTRATÉGICOS
BARRERAS
Newlink aceptó este proyecto tomando en cuenta los retos y dificultades a superar para asegurar resultados exitosos, no solo para la agencia pero también para todas las entidades involucradas.
Entre los retos mas destacados que Newlink enfrentó en esta edición del Tianguis Turístico se encontraron:
Tácticas / Iniciativas
Además de la coordinación de entrevistas y generación de oportunidades para más de 10 clientes participantes en el Tianguis Turístico de manera simultánea, las acciones de que ejecutó la Práctica de Turismo de Newlink como agencia oficial del evento incluyeron:
Convocatoria a medios internacionales y gestión del viaje de prensa: Cuidadosa selección de medios de la industria de mayor penetración e importancia para conformar un grupo de 27 medios procedentes de Norteamérica, LATAM, Europa y Asia, gestionando los detalles de cada itinerario individual.
Agenda de actividades: En conjunto con el Consejo de Promoción Turística de México, se diseño una agenda para cubrir las actividades del Tianguis, desde la inauguración del mismo hasta presentaciones de destinos y hoteles participantes, conferencias y tiempo libre para recorrido por el Centro de Convenciones.
Coordinación de actividades que reflejen la experiencia turística de Acapulco: A fin de que Acapulco pudiera capitalizar al máximo la oportunidad de ser el destino sede del evento, se coordinaron presentaciones y una agenda experiencial, incluyendo atracciones como la tirolesa XTASEA, visita a nuevos restaurantes y proyectos turísticos, visitas de inspección a hoteles en el destino y otras.
Apoyo on-site con el manejo del grupo: Equipo dedicado a atención continua del grupo de y coordinación logística.
Manejo de reputación: Esfuerzo continuo por balancear percepciones frente a temas sensibles de la industria, el país y el destino.
Preparación y distribución de materiales de prensa: A fin de generar cobertura sobre Acapulco, el Tianguis Turístico y México en general, se generaron contenidos estratégicos canalizados a través de diferentes documentos (comunicados de prensa, pitches estratégicos y otros).
Agenda de entrevistas con voceros: Newlink coordinó una agenda simultanea de entrevistas con Secretarios de Turismo, hoteleros y otros voceros oficiales y corporativos.
Gestión de viajes de prensa post Tianguis: Newlink presentó a los medios internacionales las opciones de viajes de prensa hacia diferentes destinos de México al terminar la feria, coordinando con el responsable de cada destino los detalles del viaje.
Seguimiento con prensa: Se proporcionaron fotografías, contenidos o cualquier material audiovisual para la publicación de notas.
Monitoreo y reportes: Newlink compiló durante dos meses las publicaciones en medios de comunicación para presentar un reporte de cobertura generada a partir de nuestra gestión, incluyendo circulación del medio y valor de RRPP del clip, así como resultados obtenidos.
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V1.0, September 2021