- The public relations collaboration with Schick, Deezer and the Hard Rock Hotel generated over 5 million impressions in the press, plus more via social media as well as an ROI of $2.5 million Mexican pesos.
The cross marketing campaign set in motion by the Riviera Nayarit Convention and Visitors Bureau (CVB) with Schick, Deezer and the Hard Rock Hotel was a resounding success. It was launched in August and to date has delivered over 5 million impressions via the domestic media.
The idea behind this public relations’ effort was to maximize the brands’ investments in order to generate ideas that would proactively and powerfully reach those audiences with the most compatible profiles.
The campaign began in August with the presentation of the rock band Coronel at the Hard Rock Hotel during a promotion titled “Libera tu Estilo con Schick en Riviera Nayarit” (Set Your Style Free With Schick In The Riviera Nayarit), which achieved a little under 4 million impressions on social media.
A press trip was held at the same time, which generated positive mentions and brand exposure with a younger market without neglecting the general vacation market.
The Excelsior, with an audience of 270 thousand people, Open magazine with 150 thousand readers and El Economista with 100 thousand were among the high-circulation traditional media that included mentions of the destination; this, added to the exposure garnered on the social media for each of the participating media as well as that of the brands themselves, generated impressive numbers.
Estilo DF, a free lifestyle and tourism weekly, which offered half a million impressions, plus iSOPixel, a tech, music and lifestyle blog with over 600 thousand impressions, were two of the other media that offered the most exposure.
A total of 75 publications ran the campaign over the first three months, which has definitely multiplied the initial investment, as the ROI currently hovers around $2.5 million Mexican pesos.
The reach obtained also benefits the businesses that sponsored the FAM trip. The CVB would like to thank Vallarta Adventures and Eva Mandarina for their cooperation. As is customary, the visitors toured some of the Riviera Nayarit’s Capitals including the hippie chic town of Sayulita; La Cruz de Huanacaxtle and its Marina Riviera Nayarit; plus the Nuevo Vallarta Fraccionamiento Náutico Turístico Residencial residential area.