#TBT: Mexico Tourism Board Gets Vacationers to Think “Beyond the Beach.”

Ana Paradela, Director, Business Development, Expedia Group Media Solutions
January 7, 2016
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With winter in full swing for many of us, let’s #TBT this week to sunny Mexico! The Mexico Tourism Board had a luxury problem. Their branding had been so successful that Mexico had become virtually synonymous with the idea of a “beach vacation.” Then a funny thing happened: demand for “cultural tourism” started to soar – trips focused on adventure, history, food and music – and destinations like Hawaii, the Caribbean, and Europe were providing new competition. The Mexico Tourism Board wanted to expand their brand and raise awareness about the many “off beach” travel and leisure opportunities the country offered.

In partnership with Expedia Media Solutions, a “Beyond the Beach” campaign was developed around the theme of Cinco de Mayo, inviting travelers to “Find Your Fiesta” by exploring Mexico’s many inland cultural treasures. The campaign was built upon the use of engaging creative work that featured the brilliant colors and sights of Mexico -- in the form of home page takeovers, graphic display placements throughout Expedia.com, and exciting social media promotions on Facebook, Pinterest, Google+ and Twitter.

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The social media campaign struck a chord through its rich media -- offering exclusive deals and discounts, trip giveaways, and other “themed” content – while driving the audience to the booking pages. It produced over 4 million impressions on Facebook alone, and more than 5.6 million on Twitter. The promotion on Pinterest guided interested online consumers to the booking page in numbers that equated to a 21.7% increase in travel demand.

By working together in partnership and aligning the campaign’s objectives with our online multi-channel depth, the Mexico Tourism Board was able to expand their reach. As a result, when today’s travelers think of Mexico, they think “Beyond the Beach”!

For an in-depth look at the strategies and tactics of this and other innovative campaigns, please download our ebook, The Power of Innovation Partnership, here.

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Ana Paradela
Director, Business Development, Expedia Group Media Solutions
As director of business development for Expedia Group Media Solutions, Ana Paradela oversees the regions of Latin America, Mexico and Caribbean and is responsible for managing, motivating and coaching a team of travel marketing consultants. Ana has over 17 years of combined experience in the travel, hospitality and digital media sales. Prior to Expedia, Ana worked at Palace Resorts as a Senior Sales Manager leading the Sales team in North America for 10 years.
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