"From a messaging perspective, we're going to generate affinity for the Brisas Hotels and Resorts brand by striking up interesting conversations and communities online," said Pilar Stewart, Brisas' director of sales and marketing for the US, Canada, and Europe. "The main reason is to position Brisas Hotels & Resorts as a destination for US travelers."
"Brisas Chicas y Margaritas" is a bilingual campaign, running from August 17 to September 17, encouraging women to post what friendship means to them on Facebook. The winner, chosen by the Brisas team, will win a trip for four to a Brisas resort in Mexico. The company is also donating $2,000 to Fondo Para la Paz, an organization that helps communities in remote parts of Mexico, when its Facebook page earns 2,000 fans.
Working with its AOR, Miami-based Boden PR, Brisas is also on Twitter and targeting traditional media, including travel writers and outlets like Latina and Siempre Mujer, with news about its contest and presence online.
The company is also setting a base to launch Club Brisas, Stewart said, which will offer packages, deals, and discounts to fans of the company.