Name: Maita Velez-Couto, account director, rbb Public Relations (Miami)
Placement: Travel + Leisure, July 2011
Timeline: Five months
Who is your client and what are its media goals?
AMResorts is a Newtown Square, PA-based provider of sales, marketing, and brand management services for five resort brands with 24 properties, including Secrets Maroma Beach and Now Jade Riviera Cancun in Mexico.
Its media objectives are to educate all vacationers about the desirability of luxury all- inclusive resorts, with a special focus on high-end travelers.
What made Travel + Leisure such a good target? How did you reach out to its editors?
Travel + Leisure is the pinnacle for luxury travel media because it reaches nearly a million people in print alone. It is read by aspirational travelers, as well as those actually planning trips.
We continuously work with the title and learned it was doing one feature in 2011 on luxury all-inclusive resorts - the perfect place for AMResorts. We immediately reached out to the editors, who put us in touch with Heidi Mitchell, the reporter doing the story.
Did you arrange a visit for Mitchell to either Secrets Maroma Beach or Now Jade Riviera Cancun for this story? What other information, including art, did you provide to clinch this placement?
Mitchell did not travel for this story, so the real key was aggressively seizing the editorial opportunity because there were plenty of destinations competing for inclusion in this feature.
We cut through that clutter by providing Mitchell with the information she needed, including price points, great pictures, and the amenities that made these resorts perfect for the savvy Travel + Leisure readers.
What was the hit's impact?
The article ran in the July print issue, as well as online. It was key that two AMResorts' brands were featured alongside high-profile luxury travel brands such as the Ritz-Carlton. The story was also picked up as a lead item by Yahoo Travel, which extended its reach.