The Solution
PTG Consulting developed and implemented an integrated sales and marketing strategy targeting the travel industry in Colombia, Ecuador, and Peru to raise awareness and position Florida as a premier travel
destination, and increasing the availability of travel products from destinations and attractions outside Miami and Orlando to the market. The strategy consisted of a Florida specialist program, educational
webinars, and partnerships with travel trade media. Throughout the year-long campaign, PTG Consulting positioned different Florida destinations in addition to Miami and Orlando, effectively communicating the attractions and experiences that can be enjoyed in all of the Sunshine State’s destinations.
The Results
Developed and grew a database of Colombian, Ecuadorian, and Peruvian tour operators by 210%,
and Floridian products for sale by 95%
Held 170+ virtual and in-person meetings to educate trade on the destination and encourage
product development and sales
Developed content for and distributed monthly newsletters to database of over 6,000 trade
industry professionals across Colombia, Ecuador, and Peru
Conducted webinars and in-person seminars, and attended primary tradeshows in each market to
train and educate over 3,600 trade professionals
Negotiated guest of honor appearance for VISIT FLORIDA ANATO's Vitrina Turistica, the largest
tourism trade show in Bogota, Colombia and one of the most important in South America
Developed and managed the first trade mission for VISIT FLORIDA and its’ partner Disney
Destinations to visit Ecuador and Peru, meeting with over 12 tour operators travel advisors
Developed and distributed 23 press releases to primary media in all markets, securing over 250
articles
Arranged multiple individual press trips to Florida, resulting in 118 articles with an estimated
Ad/Media Value of US$813,000
Arranged and hosted a media FAM trip resulting in eight (8) articles for an Ad/Media Value of
US$52,000
Ad/Media value from Leadership Trip (The first commercial mission conducted by 6 CEOs of Florida
destinations and the CEO of VISIT FLORIDA outside the US) in Colombia: US$102,582
340,100 M+
Earned Exposure Reactive/Proactive Impressions
$1.4 M+
Ad/Media Value
95%
Database growth of potential sellers in source markets
1,295
Trade industry professionals trained across Colombia, Ecuador, and Peru
Client Testimonial
“Working with PTG Consulting has been an absolute pleasure – the team is professional, personable, knowledgeable and readily available. They truly are an extension of our team and we look forward to the continued partnership and many successes in key international markets in the future.”
Visit Florida