· The intense promotional efforts that have taken place since the creation of the Riviera Nayarit brand have resulted in exposure on different media valued at $495 million pesos
The result of the work being made to position our brand-destination since March 2007, when the Riviera Nayarit brand was created, is of over one thousand million viewers through national and international media, valued at $495 million pesos.
The Convention and Visitors Bureau (CVB) of Riviera Nayarit, a Civil Association devoted to the promotion of our destination, has worked jointly and steadily with all the social sectors and with the government to position Riviera Nayarit as an independent destination, offering major attractions, spectacular landscapes, and more importantly, a quality service.
To this end, the destination has supported, sponsored, and organized over 46 international events, including 4 trips by the Dallas Cowgirls to create their calendars, 4 editions of the Fishing Tournament of Riviera Nayarit, 3 events from the Canadian Professional Golf Tour, 2 editions of the Half Touristic Marathon of Riviera Nayarit, 2 editions of the Annual Longboard and SUP Punta Sayulita Classic, 2 editions of the Negra Modelo Professional Golf Tour and 2 from the LPGA Futures Tour.
Additionally, the Regata Copa Mexico and the Nautical Extravaganza added over 12 events in one month in 2010, and all of this has been combined with a number of important events, festivals and conventions of national importance that are not included in this list.
By associating events with the Riviera Nayarit brand and by leading a series of PR efforts focusing on promoting the competitive advantages of our destination, we were able to attract the attention of the media, and between 2007 and 2010, 1,765 articles were published in national and international media.
These publications have resulted in 1,162 million media impacts, which have allowed for a rapid positioning of the Riviera Nayarit brand in the mind of consumers who can potentially choose the coast of Nayarit to spend their next vacation.
The commercial value of this media exposure represents an investment of $495,500 pesos in publicity, which is the amount of money that has been saved by the promotional work being made by our destination.
Furthermore, these results are immediately noticeable through the recognition that the Riviera Nayarit brand has today. The latest studies indicate that in Mexico, brand recognition among consumers went from 47% in 2009 to 70%, representing an increase of 23%.
The promotional efforts to position Riviera Nayarit among US residents have resulted in 13% of regular travelers recognizing the Riviera Nayarit brand. Furthermore, these travelers associate our destination to high-quality vacation products, representing an increase of 5.3% when compared with 2009, when only a total of 4.3% said they had heard about our destination. Of this 13%, one third said they’ve visited Riviera Nayarit at least once.
In Canada, for instance, only 15.7% of international travelers said they knew about Riviera Nayarit in 2009. Last year that number grew to 23.8%, representing an 8% growth. Most of those who said they recognize the brand (43.8%), learned about the touristic offers of Riviera Nayarit via the Internet.
The Convention and Visitors Bureau of Riviera Nayarit is endorsing its commitment to work incessantly to attract more higher-quality tourism to Mexico’s Pacific Treasure.