1. Multi Platform Destination MarketingTeresa Villarreal, Newlink CommunicationsCessie Cerrato, Palace Resorts

2. 2 3. The digital age is much more than a trend.3TECHNOLOGICAL REVOLUTIONIt has transformed the way we meet, work, study, think and behave. 4. 4WELCOME TO THE AGE OF THEEMPOWERED CONSUMER:a customer thats intelligent and dynamic, armed withinformation, multiple devices, endless options andsupported by a network that only gets larger every day. 5. A NEW GENERATION THATDEVOURS CONTENT FROMAN ARRAY OF DIGITAL SCREENS(TV, tablets, devices, smartphones)5 6. REVOLUCIN TECNOLGICA6THE WORLD HAS CHANGEDFOREVER. 7. PEOPLEHAVECHANGED 8. FROM MILLIONS TO ONE.Users today generate a vast amount of contentthis meansthat brands have to consider audiences as more thansegments,but as individuals. 9. The dynamics ofCOMMUNICATIONhave alsoCHANGED 10. The behavior of the consumeris experiencing a rapid change.The person who was surfingthe web, today is participatingthrough a range of screens,pages, channels, and devices,often simultaneously. 11. Todays world is ruled by FOMO, and marketersmust view this as an opportunity. 12. 90%OF CONSUMERS TRUST IN OTHERPEOPLES RECOMMENDATIONSBUT ONLY 14%IN THE PUBLICITY DEPARTMENT.Source: socialmedia marketing 13. Thats whywe can no longer use thesame strategy ofCOMMUNICATIONwe used ten years ago. 14. TODAYBRANDS THATDONTESTABLISH ANEMOTIONALCONNECTION AREFORGOTTEN. 15. COMMUNICATIONSBEFORE:COMMUNICATIONSTODAY:ITSNECESSARY TOMOTIVATECOLLABORATIONHAVING A SPACEAND CONVINCINGITS NOT ENOUGHCONSIDERATION >C O N V E R S A T I O N 16. COMMUNICATIONSTODAY:COMMUNICATIONSBEFORE:MASSSOCIETYENGAGEDSOCIETY 17. PAID MEDIA& FREEPRESSEARNED MEDIACOMMUNICATION NOW:MANY TOMANYCONVERSATIONS 24/7, LESSCONTROL. 4 18. 22PEOPLEINFLUENCEPEOPLE 19. CRITICAL TOSURVIVALN EW E L E ME N T S VELOCITY TRANSPARENCY COLLABORATION SOCIAL CONSCIENCEB E H A V I O U R - C O M M U N I C A T I O N - M E N S S A G E 20. N EW E L E ME N T SCRITICAL TO SURVIVALVELOCITYTHE SPEED OFCHANGE HASBECOME ASIMPORTANT AS THECHANGESTHEMSELVES. 21. CRITICAL TOSURVIVALN EW E L E ME N T STRANSPARENCYINFORMATION ISACCESSIBLE TOALL. 22. CRITICAL TOSURVIVALN EW E L E ME N T SCOLLABORATIONPEOPLE ARECONNECTED TOEACH OTHER.THERE ARE NO MORE LIMITS. 23. CRITICAL TOSURVIVALN EW E L E ME N T SSOCIALCONSCIENCEBEFORE, IT WASOPTIONAL.TODAY, ITSREQUIRED. 24. TOURISMEXPERIENCETourism isoneof theindustries thathasevolvedthemostin recentyears. 25. TOURISMEVOLUTION .TOURIST DEMANDS MOREGreater importance of cost vs. benefit.ON-LINE SHOPTravelers compare before making a decision. Today, Tourism is a paperless industry.LAST MINUTE BOOKINGMobile technologies foster last minute shopping. Shorter booking windows.IMPORTANCE OF WORD OF MOUTHPeople share their travel experience with their own network through social media. 26. TOOLS FORCONSIDERATIO Blogs Pinterest OTAs YouTube FacebookAds Twitter Instagram TripAdvisorN 27. NEWLINKGROUPCASE STUDY -PALACE RESORTS 28. 35Objective:Establish a meaningful andunique difference bycommunicating luxury.Issue:General perception in the all-inclusiveResort category isone of commodity. Allproperties have a comparablepositioning.Campaigns:1. Live the Palace Life2. Live in Awe! 29. 36LIVE THE PALACE LIFELive the Palace Life, unveiled in New York City,was launched in traditional and digitalplatforms, and placed tremendous attention tothe brands signature property, Moon PalaceGolf & Spa Resort, to promote its 100 milliondollar renovation. Live the Palace Life focusedon capturing the interest of generalconsumers, the travel trade industry andmeeting planners via progressive andthought-provoking visuals.Palace Resorts invited New Yorkers to Howl atthe Moon and watch the unveiling of the Livethe Palace Life on Times Square. Out ofapproximately 100 attendees, four wererandomly selected to win a three-night stay atMoon Palace. All social media updates aboutthe one-hour event reached a total of 44,312people and received a total of 347 reactions(comments, likes and shares). The videodocumenting the event reached 25,584 peoplehttps://www.facebook.com/video.php?v=10101073721046398 30. 37LIVE IN AWE IS ABOUTTHE EXPERIENCE THE RESORT THEREACTIONNewlink developed a positioningconcept for Palace Resorts, the AWE-inclusive,taking the all inclusiveexperience to a new level.Under this umbrella concept, everysight and every sensation at PalaceResorts is an awe - inspiringexperience. Beyond the extraordinary,beyond the expected.The campaign developed by Newlinkillustrated in a sequence threeelements: the experience relevant tothe target segment, the resort &amenities and the reaction, that speaksfor itself. 31. 38HOW LIVE IN AWE IS BROUGHT TO LIFERomance segment/Couples AdIndustry segment /Travel Agent Ad 32. 39MICE AD & POSTCARDS 33. 40TRAVEL AGENT GUIDE 34. 41ACTIVATIONS TOENGAGE TARGETAUDIENCE ANDSUPPORT PALACERESORTS EVENTPARTICIPATIONMLT UNIVERSITY TRAVELAGENTS EVENT INMINNEAPOLISObjective: Position MoonPalace as the entertainmentcenter while promotingcomprehensive hotel offerStrategy: Create an engagingvirtual experience topromote new attractions atthe resort such as the wave 35. 42MEDIABUYING 36. NEWLINKGROUPCASE STUDY -MEXICO CITY 37. 44CASE STUDIESNewlink has been the agency of record for Mexico City for over a year and ahalf. Within that time, the agency has executed an integrated marketingcommunications program that has effectively reactivated the presence ofMexico City in the North American market.THE CHALLENGE:Over the past few years, Mexico City has been struggling to overcome itsnegative perception in the North American market due to safety concerns.Although the destination attracts a good number of corporate travelers, it lacksa greater perception as a leisure tourism destination. Newlink was challengedwith increasing the awareness of the destination in a positive light, positioningMexico City as one of the most important world-class cities to visit. 38. 45CASE STUDIESREINFORCE the position of Mexico City as atourism destination.GENERATE constant presence in the media, keepMexico City top of mind in front of key audiencesand increase travel intention in leisure travelers inNorth AmericaCONSOLIDATE the partnerships with touroperators and the training efforts aimed atindustry professionals, which will encouragegreater commercialization of the tourism productof the Mexico City in the North American market.REACH niche target audiences for the destination,including MICE and LBGT segments, cultural buffs,foodies, corporate travelers, and othersGENERATE awareness and elevate the desirabilityof Mexico City as a tourism destination.ENTICE a prolonged stay, especially with businesstravelers, to promote the leisure activities offeredby the destinationMAXIMIZE the public relations efforts with aconverged strategy for social media channelsSECURE third party endorsements through thenetwork of advocates of the destination,distributing testimonials of opinion leaders.OBJECTIVESOur communication campaign focused on the principal motivators for travel to Mexico City,reinforce its position as a tourism destination, elevate its place to be top of mind forsophisticated travelers and motivate business traveler to extend their stay for the weekend. 39. 46CASE STUDYTHE PROGRAM: Comprehensive Media Relations Program that includes continuouscommunications with the media, confirmation of interview opportunitieswith tourism officials, ongoing press releases, major coverage for thedestination that includes online, broadcast and print mediums. Training program for Industry Professionals that includes Webinars, seminars,e-newsletters, brochures and the implementation of a five-city roadshow inthe United States and Canada (one-on-one meeting with key industryplayers, media as well as sit-down presentations with more than 50attendees in each location.) Strategic alliances with tour operators and commercial partners likeAeromexico, Chefs and restaurants, hotels, local tour operators, DMCs, etc. 40. 47CASE STUDIESTHE PROGRAM: Themed familiarization trips for both media and travel agents, reachingniche audiences. Strategic advertising placements in major business outlets and NYC-specificmedia reaching a mass audience. Creation of creative marketing materials such as informative brochures andvideo testimonials. Activation of Social Media channels in Facebook and Twitter to increasedirect reach to audiences. 41. 48CASE STUDIESRESULTS: The value of the public relations program for Mexico City in 2013 (up to October 2013) forMexico City totals more than $27 million with a return on investment (ROI) of 1,261. Our campaign has had more than 1 billion impressions with audiences in the United Statesand Canada. Developed stronger relationship with key industry contacts including tour operators,airlines, meeting planners, and others to better establish this partnerships for the tourismproduct and attract groups. Newlink incorporated technology into the tourism promotion to make a larger impact andstronger reach. This included the production of a webinar on the destination and videotestimonials. Successfully executed multiple FAM trips for the press and one targeted industry FAM withCanadian agents. 42. 49CASE STUDIESRESULTS: Secured coverage in top television programs with high visibility such as CNN en Espaolthat reaches 31.5 million homes in Latin America and 4 million in the United States. Implementation of a targeted advertising plan to reach corporate travelers, which includedmajor publications such as Fortune, USA Today and Time Magazine. The purpose of thisspecific campaign was to address the security concerns of frequent business travelers anddevelop curiosity for the destination, which would encourage an extension to their visit toinclude leisure activities. For the launch of the city-to-city partnership with New York City, the agency alsocoordinated out of home advertising with a month-long campaign in NYCs taxi cabs andhotels. This campaign was targeted to New Yorkers to experience Mexico City, alongside aspecial rate offered by Aeromexico. Established important partnerships with tour operators such as Gogo Vacations / FlightCenter. 43. 50CASE STUDIESCITY BUZZ CAMPAIGN 44. 51CASE STUDIESMEXICO CITY SOCIAL MEDIAPLATFORMS RESULTS IN 2 WEEKS:The Mexico City Facebook page attracted: 14,795+ fansThe Mexico City Twitter page generated: 3,392+ followers 45. TAKEAWAYS /DREeCsOtiMnaMtiEoNnDsA tToIOdNayS must:1. Embrace technology2. Be transparent3. Cater to niche markets4. Listen to their audiences and adaptaccordingly5. Share a consistent message acrossall platforms