Quintana Roo Tourism Promotion Council
Attracting Niche Markets to the Mexican Caribbean

As the height of the COVID-19 pandemic eased and travelers from the United States began to eye safe and seamless destinations to visit, the Mexican Caribbean sought to attract U.S. consumers by focusing on a niche market strongly served by the destination. PTG Consulting was hired to identify the appropriate market and develop a creative social and digital media plan to target that audience.

Quintana Roo Tourism Promotion Council
Travel Trade & Product Development (Tourism)
The Solution
PTG Consulting selected golf travel as the focus area because consumers who are passionate about their pastimes, such as golfers, were projected to be among the first to return to travel as pandemic-related restrictions were lifted; golf travel bounced back because it’s outdoors and there were never pandemic-related restrictions on the activity; golfers make up a group of consumers well-positioned to have the means and desire to travel to enjoy their preferred leisure pursuit; and golfers often travel in groups of other enthusiasts or with friends and family members. PTG Consulting launched the “Girls Golf Getaway in the Mexican Caribbean” program and brought three major golf personalities – CBS Sports reporter Amanda Balionis (@balionis), LPGA winner Mel Reid (@melreidgolf), and trick shot artist Tania Tare (@taniatare63) – to the Riviera Maya for four nights when they played some of the region’s most iconic golf courses and took part in engaging activities, while capturing everything on their social media channels.
The Results
Received more than 120,000 views from four Instagram Live sessions in-destination with the selected golf personalities who showcased different golf courses and hotels within the Mexican Caribbean
Generated a minimum of 20 Instagram Stories each day of the trip, published collectively by the influencers Produced four wellness-focused videos starring the influencers for the Mexican Caribbean’s social media channels and website
Conducted a native content partnership with FATHOM, a leading online travel publisher, that generated more than 550,000 impressions and 2,400 email newsletter click-throughs to Mexican-Caribbean travel.
Ad value of Instagram exposure
Media placements, generating 42 million impressions
33 million+
Impressions across Instagram and digital media outlets
Impressions from native content partnership
Instagram stories generating more than 1.9 million impressions and more than 33,000 click-throughs
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