The popular beach vacation destination of Puerto Vallarta sought to bolster recovery following the height of the COVID-19 pandemic by re-engaging travel advisors and appealing to a broader audience of younger, stylish travelers seeking wellness, active/soft adventure, culinary, and LGBTQ+ experiences.
Client
Puerto Vallarta Tourism Board
Industry
Tourism
Services
PR & Media Relations
Digital Marketing & Social Media
The Solution
After an initial six-month contract that focused on promotional activities to position Puerto Vallarta as a safe and desirable destination to visit as pandemic-related travel restrictions eased, PTG Consulting continued the momentum though a strategy that strongly positioned the destination against the competition and encouraged consumers to book travel to Puerto Vallarta in the near term. Media relations, sponsored editorial, and consumer partnerships were key components of the campaign.
The Results
Organized and led 13 deskside appointments in New York City and Los Angeles for Puerto Vallarta Tourism’s CEO with an emphasis on travel trade media
Engaged in regular communication with key trade media to ensure Puerto Vallarta was included in all relevant trend stories, Mexico features, and COVID-19 updates
Negotiated a sponsored content program with Sunset Magazine targeting the western United States, inclusive of editorial, an e-newsletter feature, banner ads, and Instagram Stories
Generated broadcast placements with three travel and lifestyle experts in top regional markets
Coordinated a digital partnership with luxury shopping center brand Cadillac Fairway with a destination presence in Toronto’s CF Sherway Gardens and CF Eaton Centre, inclusive of signage, newsletter features, and spotlight on the shopping centers’ WiFi pages
Hosted one group press trip with three media in attendance
Held a “Revive Your Desire to Travel” digital sweepstakes in partnership with Redbook, Sivana East, Luxury Link, eTravel Deals, and Solis Wireless that reached an audience of more than 2.5 million
26 million+
Impressions across all activities
8,000
Qualified email addresses generated through digital sweepstakes
$423,785
Public relations ad value
64
Articles secured
Client Testimonial
"PTG Consulting has helped Puerto Vallarta attract new audiences by identifying aspects of the destination that are lesser-known and bringing those to light in the media. Our wellness and outdoor activities are world-class, and with the help of PTG Consulting, more people know about them than ever."
Puerto Vallarta Tourism Board