Work

Tianguis Turístico 2019: Global Media Relations Efforts

Considered the most important tourism event in Mexico, Tianguis Turístico brings together thousands of professionals in a business forum setting to conduct meetings between buyers and exhibitors. This year marked the 44th edition of Tianguis Turístico, held from April 7-10, where travel industry professionals met in Acapulco to learn about each exhibitor's current and upcoming offerings. 

Among the exhibitors were destinations, hotel companies - from international chains to independent boutique properties - airlines that connect Mexico with gateways around the world, land transport companies, DMCs, convention centers and other tourism-related organizations.

As consultants specialized in Tourism, Newlink handled the global media relations efforts for Tianguis Turístico and its host destination, Acapulco, in order to maximize the exposure of Mexico's promotional message in the markets of interest, including North America, Europe, Asia and Latin America. Our team’s role included selecting the media, coordinating logistics and the entire media agenda over the 4-day event, on-site management, and post-event press trips.

Strategic Objectives

• Generate quality media coverage for Tianguis Turístico 2019 and participating destinations.
• Position Tianguis Turístico as one of the most important tourism fairs in the industry.
• Manage relations between global media, representatives of Tianguis Turístico, and participating exhibitors.

Challenges

Newlink aceptó este proyecto tomando en cuenta los retos y dificultades a superar para asegurar resultados exitosos, no solo para la agencia pero también para todas las entidades involucradas.

Entre los retos mas destacados que Newlink enfrentó en esta edición del Tianguis Turístico se encontraron:

• El tiempo limitado (1 mes y medio) para llevar a cabo la planeación y ejecución del proyecto. Esto incluyó desde la invitación a medios internacionales, hasta la gestión de entrevistas con clientes actuales y con voceros de alto rango en la industria y coordinación viajes de prensa post Tianguis a diferentes destinos en México.
• Percepción de Acapulco: Durante los últimos años, Acapulco ha sufrido un desgaste en su reputación como destino turístico, debido a algunos incidentes y al sobredimensionamiento de los mismos. Como resultado de la cobertura mediática internacional negativa, se ha creado una percepción de inseguridad, lo que suponía un reto para posicionar el destino y un desafío adicional para el desarrollo de la feria. Adicionalmente, los gobiernos de EE.UU. y Canadá han emitido alertas de viajes en las que recomiendan a personal gubernamental y turistas no viajar a Acapulco.

Tactics/Initiatives

In addition to coordinating interviews and generating opportunities for more than 10 clients participating in the Tianguis Turístico simultaneously, amongst Newlink’s responsibilities as the official agency for the event included:

Selection and coordination for global media in attendance: Newlink confirmed 27 media from North America, Latin America, Europe and Asia. Among our efforts for them included coordinating all their flight logistics, flight itinerary, host hotel, ground transport and activities.

Coordination of itinerary of on-site activities in collaboration with the Tourism Promotion Council of Mexico, selected destinations and hotels. The agenda included the opening and closing ceremonies for Tianguis Turistico, presentations and conferences, leisure time around the Convention Center and lunch/dinners sponsored by destinations and other industry members.

Planning of activities that reflect Acapulco's tourism offerings, including attractions such as XTASEA, visits to new restaurants and tourism projects, site inspections to hotels at the destination, among others.

On-site support with managing the media group, a team of four was present throughout the duration of Tianguis Turístico, welcoming media and serving as their point of contact for all matters.

Drafting and distribution of press materials on Acapulco, Tianguis Turístico, Mexico in general and any other relevant information.

Post-Tianguis press trip coordination: As part of the Tianguis experience, Newlink coordinated post-fair press trips to select Mexico destinations. Our team served as a liaison between the media and the representative of the destination, assuring a smooth transition for the second leg of their experience.

Follow-up with participating press for additional needs such as photographs, additional content or any material necessary for the publication of the coverage.

Monitoring and reports: Newlink monitored the media for two months after the fair to present a report with all the coverage generated from the media relations efforts. The report included a clipping of each article, circulation of the media and PR value of the clip. Additionally, the report included a detailed description of all the activities carried out by the agency before and during the fair and the results obtained.