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While the all-inclusive accommodations found across the cities are bar-none, the defacto tourism board (of key hotel owners across the region) of Puerto Vallarta and Riviera Nayarit found themselves with more empty rooms than anticipated. Despite the region being well known amongst the boomer generation, the marketing team saw an opportunity to capture the attention of new audiences - the next generation of travelers. "Our consumer is someone who isn't afraid to take the road less traveled in order to experience what's 'real' in the world. We want to create a campaign that rescues them from their frantic moments with the slow, enchanting experiences only the most Mexican of ports can offer." So our task was to travel to Puerto Vallarta and Riviera Nayarit for a first-hand cultural immersion and capture the essence of the region.
Upon arrival we were treated to the greatest accommodations that the region had to offer. However from preliminary research we understood that the hotel owners had this type of content. So we shifted our intentions to discovering why the people who lived there chose to spend their time in this place. So we started to talk to the locals - those who were from there, those who moved there, and those who visited often. As we were guided from place to place we noticed that the following themes kept surfacing: Vibrant Landscape (unique peridot glow) Unexpected luxury (robust food culture) Distinctly Safe (Incredibly kind and welcoming people). This lead us to our creative strategy. Reconsider Your Travels. Through our work, we wanted to challenge viewers to open themselves up to a new picture of Mexico; one that has not been tainted by mass commercialization yet integrates the luxuries of modernity. Through stories of the mountains, the seas, uniquely Mexican villas, resorts, and tortilla ladies alike, we will broadcast Puerto Vallarta and Riviera Nayarit as the hidden gems of Mexico - a refuge for the second city traveller. The aim, to flood the media landscape with images of the Bahia de Banderas like a beam of light refracting through an emerald...to inspire our prospective guests to desire the sun that shines through.
This social tourism campaign included: Editorial Photography, Aspirational Video Ads, Soundscape Video Ads, Carousel Ads, and Digital Display Ads,
Despite Puerto Vallarta and Riviera Nayarit being well known amongst the boomer generation, the marketing team saw an opportunity to capture the attention of new audiences - the next generation of travelers. With a creative budget of $50,000, it was our task was to travel to the cities for a first-hand cultural immersion and capture the essence of the region.