PTG Consulting created a strategy that centered on achieving thought leadership media coverage for Jalisco Tourism executives to reach the U.S. travel trade community responsible for planning future travel. The agency selected three notable figures as voices of authority whose expertise was of most interest and relevance to travel agents, tour operators, and meeting planners, and leveraged them to provide trade media with ongoing news updates, travel trends, and insightful recommendations through interviews, webinars, virtual and in-person meetings, and proactive pitching. This approach helped Jalisco Tourism’s leadership achieve the most impactful engagement with media they’ve had since beginning international promotion efforts in 2019. This outreach also served as a crucial crisis communications tool at the height of the COVID-19 pandemic when a trusted voice was needed to address questions surrounding travel protocol and safety.