Jalisco Tourism
Establishing Thought Leadership For Executives
Jalisco Case Study

As part of its strategic plan to stand out among competitors and attract more North American travelers, Jalisco Tourism sought to showcase the state as a multi-faceted Mexican destination offering a cross-section of tradition and modernity. When the COVID-19 pandemic caused a change in travel patterns and hesitancy towards international travel, Jalisco sought support in creating an integrated public relations and crisis communications program that would reach its target audiences across the United States.

Client
Jalisco Tourism
Industry
Tourism
Services
PR & Media Relations
The Solution
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.
The Results
This is the results field, with Statistics below:
Hosted three 60-minute webinars resulting in 50 total media attendees
Secured and executed 12 one-on-one media appointments in New York City and Austin, Texas for Jalisco leadership
Engaged in proactive media pitching to the United States and Canadian markets
1.3 Million
Media impressions
$133,092
Ad value from 29 articles in travel trade publications
+50%
Articles included quotes from Jalisco leadership
9:1
ROI
Client Testimonial
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