Tourism initiative encourages people to Live It to Believe It

The Puerto Vallarta Tourism Board is promoting the city's culture and heritage to attract more visitors from the US and Canada.

Company
Puerto Vallarta Tourism Board
Campaign

Live It to Believe It
Agency mix

Latitude (PR for Puerto Vallarta Tourism Board); VRTC (media buying for Puerto Vallarta Tourism Board); M. Silver Associates (PR for Riviera Nayarit); Starcom (media buying for the Mexico Tourism Board)
In-house team
Guillermo Ohem, executive director; Sara Sánchez Maldonado, PR coordinator; Sandra Muñoz, marketing coordinator
Budget

$10 million to $15 million

As part of Mexico's Live It to Believe It campaign, the Puerto Vallarta Tourism Board is promoting the city's culture and heritage to attract more visitors from the US and Canada.

The effort, which also seeks to increase visitors to Riviera Nayarit, came to life at the end of last year, explains Gustavo Rivas-Solis, PR director for Latitude, the firm handling communications for Puerto Vallarta.

On December 14, Mexican-American musician Carlos Santana, Gloria Estefan, and Fher from Mexican rock group Maná performed in Jalisco, the state where Puerto Vallarta is located. The concert will be featured in a HBO documentary, Corazón, Live from Mexico: Live It to Believe It, which will air in spring 2014 and will feature well-known destinations within Puerto Vallarta, such as the Lady of Guadalupe Church and the Island of the River Cuale.

From September to December 2013, the campaign received 33 million media impressions and has been covered in top outlets such as The New York Times, Los Angeles Times, and USA Today.

Latitude, which "has been very instrumental in helping to obtain coverage," will continue engaging trade and consumer media and bloggers, says Guillermo Ohem, executive director for the Puerto Vallarta Tourism Board.

"We are targeting people who are interested in Mexico and the diversity of both destinations, such as the beaches, mountains, and colonial Mexican towns," he adds.

Last October, the board launched the Vallarta-Nayarit Roadshow, where it promoted the region by touring a number of North American cities. Latitude will stage social media contests throughout 2014 and work on trade events such as The New York Times Travel Show.

As a result of the effort, the holiday season saw a 100% occupancy rate for the state, says Jalisco's Ministry of Tourism.

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