1 / 10

SETTING THE SCENE

SETTING THE SCENE. Imagine you’re on a beach… Where are you?. How many of you are in Mexico? Are there any reasons you might not have chosen Mexico?. Ogilvy & Mather Public Relations Greg Johnson Hannah Corbett Cynthia Hopkins. Mainstream Media. Drug cartels Border territories

mollie-duran
Download Presentation

SETTING THE SCENE

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. SETTING THE SCENE • Imagine you’re on a beach… • Where are you? • Howmany of you are in Mexico? • Are there any reasons you might not have chosen Mexico?

  2. Ogilvy & Mather Public Relations Greg Johnson Hannah Corbett Cynthia Hopkins

  3. Mainstream Media • Drug cartels • Border territories • Cocaine and cannabis • Executions and kidnappings

  4. $21 million budget • Global powerhouse • All-inclusive image repair • Jennifer Risi

  5. Results and Measurements • Media tour • Major cities • Print • Television • Online • Delivered key message

  6. Increase in Tourism • 3% total increase • 77% increase from Russia • 61% increase from Brazil • 38% increase from Venezuela • Also increased Japan and Korea • Increase in Tourism budget (10%) • Return of cruise lines • Foreign investments of $1.5 Billion

  7. Lessons Learned • Fight fire with fire • Multi-faceted campaign

  8. Success or Failure? • Campaign was a success! • Met goals of increasing tourism and media presence • 255 interviews • 2 billion impressions • Negative/Neutral opinion → Neutral/Positive • Effectively made Mexico a destination of choice

  9. Wrap It Up • Who would consider going to Mexico now? • What changed your mind?

  10. Thank you for your attentionWe have cake for you

More Related