Latitude, the New York-based agency responsible for the public relations campaign for the Puerto Vallarta Tourism Board in the United States and Canada, presented the results of the 2013 campaign to date at a meeting with the Tourism Board, including its President, Nacho Cadena; Vice President, Marcelo Alcaraz; and Guillermo Ohem, the Bureau’s Executive Director.
Headed by Nathalie Pilovetzky, President, and Gustavo Rivas-Solis, Account Director, Latitude’s campaign has delivered an estimated value of $8.5 million USD, with a return on investment of almost $21 USD per dollar spent by the Tourism Board.
Feature coverage of Puerto Vallarta included over 500 articles in the United States and Canada with almost 50 journalists visiting the destination between January and October 2013. Proactive media communication was also done via press releases and newsletters with both showing almost double the open rate of the industry standard.
This year also included nine promotions targeting the niche markets of adventure, boomers, families, gastronomy, Latinos, LGBT and romance with media backing in outlets such as Afar Magazine, Outside Magazine, Zoomers, International Living, Healthy Aging, USA Today, NBC, Telemundo, Spanish Broadcasting Systems, Out Magazine, Passport Magazine, Xtra!, The Knot. Fifty- Five Plus, Ottawa Weddings, Ottawa Family Living, Profiles of Success Voyager and Tourisme Plus.
Latitude also represented Puerto Vallarta in over 40 events across the United Sated and Canada, including stops in the Vallarta-Nayarit Road Show, a roadshow with Apple Vacations, the Academy Awards, and the New York Times Travel Show, LGBT Travel Expo, among others.
This month, Latitude was instrumental in organizing a round table hosted by Condé Nast Traveler with 10 presidents and owners of some of the top travel agencies and operators based in New York, such as Valerie Wilson Travel, Bear & Bear Travel, ProTravel Inc, Tzell Travel, Altour Travel, and The Atelier Group.
The agency was also responsible for coordinating promotional events targeting the MICE industry including destination presentation and exhibit at IMEX, AIBTM and MPI as well as organizing this year’s Vallarta Meetings familiarization trip with the participation of 9 MICE planners.
In 2013 Latitude also ran lobbying campaigns on social media that resulted in Puerto Vallarta’s naming as a Top 10 Mexican Beach Destination and Number 1 Spring Break Destination by about.com and Top 10 Destination to Watch the Sunset by the readers of USA Today.
Learn more about Latitude by visiting their website, www.latitude-intl.com