Traveler safety stories in Mexico were trending in the national media, social and online platforms, eroding trust in resorts, tour operators, and stateside travel agents. So all-inclusive vacations tour operator The Mark Travel Corporation (TMTC) engaged Foxtrot to immediately restore trust.
Foxtrot responded with a multi-tiered strategy to reengage audiences. Content campaigns targeted at both consumers and travel agents would focus on the people of Mexico, leveraging not only a deeply moving connection with the extraordinary scenery, cuisine and adventure in Mexico, but all the warmth, charm and graciousness of the people who make the destination a true paradise. While most travelers are keenly aware of the tremendous added value of all-inclusive vacation amenities, most don’t consider the incredible hospitality of the local staff who make Mexico unforgettable. By becoming more personally connected to the individuals who provide guests with unparalleled experiences, prospective travelers feel more trusting booking trips.
Very quickly, Foxtrot content specialists created “I’m Included” campaign assets across a variety of consumer platforms. How quickly? The “I’m Included” hub site was built and launched in one business day. The site features stories and bios of Mexico staff and is versioned for each of TMTC’s brands: Funjet Vacations, Southwest Airlines Vacations and United Vacations. The content was designed to be highly share-able by the Mexico Tourism Board along with the four resort partners whose employees were featured.
Our nimble approach enabled us to tease the campaign, posting select assets during the content shoot to Facebook, Twitter and Instagram. A playlist of 20 fun and compelling videos highlighting staff and tour guides was YouTube-optimized. Digital banners were customized for each brand and the resort partners to maximize reach.
In addition, we took our campaign to the front lines. Foxtrot created exclusive content for travel agents to provide to their customers to help ensure they felt confident and secure. Two sites – hereandbeyondmexico/ta and tmtc.com/meetmexico – served as the industry hubs. With a library of beautiful, easy-to-share imagery for agents, plus compelling, downloadable videos, messaging, and travel and tour articles, agents had everything they needed to share the true beauty of Mexico with their customers.
What’s more, the sites encouraged agents to highlight their Mexico expertise with social posts, crafted by Foxtrot, on Facebook, Twitter and Instagram. And, pre-crafted emails with imagery and links to the “I’m Included” site sent would-be travelers to a beautiful, engaging, inspirational content experience.
Still in effect, both the consumer-facing and travel agent “I’m Included” efforts consist of 145 multi-platform campaign assets created in just 45 days. So far, the campaigns boast a video completion rate of 72% and have created nearly 20 million impressions.