The document summarizes marketing campaigns for Palace Resorts and Mexico City. For Palace Resorts, Newlink Communications developed campaigns called "Live the Palace Life" and "Live in Awe" to promote Palace Resorts properties and establish their luxury positioning. For Mexico City, Newlink executed a integrated marketing program to overcome safety concerns and increase awareness of Mexico City as a leisure tourism destination through media relations, industry training, partnerships, and social media campaigns like "City Buzz" that generated over 1 billion impressions.

1. Multi Platform Destination Marketing
Teresa Villarreal, Newlink Communications
Cessie Cerrato, Palace Resorts

2. 2

3. The digital age is much more than a trend.
3
TECHNOLOGICAL REVOLUTION
It has transformed the way we meet, work, study, think and behave.

4. 4
WELCOME TO THE AGE OF THE
EMPOWERED CONSUMER:
a customer that’s intelligent and dynamic, armed with
information, multiple devices, endless options and
supported by a network that only gets larger every day.

5. A NEW GENERATION THAT
DEVOURS CONTENT FROM
AN ARRAY OF DIGITAL SCREENS
(TV, tablets, devices, smartphones)
5

6. REVOLUCIÓN TECNOLÓGICA
6
THE WORLD HAS CHANGED
FOREVER.

11. PEOPLE
HAVE
CHANGED

12. FROM MILLIONS TO ONE.
Users today generate a vast amount of content—this means
that brands have to consider audiences as more than
segments,
but as individuals.

13. The dynamics of
COMMUNICATION
have also
CHANGED

14. The behavior of the consumer
is experiencing a rapid change.
The person who was “surfing
the web”, today is participating
through a range of screens,
pages, channels, and devices,
often simultaneously.

15. Today’s world is ruled by FOMO, and marketers
must view this as an opportunity.

16. 90%
OF CONSUMERS TRUST IN OTHER
PEOPLES’ RECOMMENDATIONS…
…BUT ONLY 14%
IN THE PUBLICITY DEPARTMENT.
Source: socialmedia marketing

17. That’s why
we can no longer use the
same strategy of
COMMUNICATION
we used ten years ago.

18. TODAY
BRANDS THAT
DON’T
ESTABLISH AN
EMOTIONAL
CONNECTION ARE
FORGOTTEN.

19. COMMUNICATIONS
BEFORE:
COMMUNICATIONS
TODAY:
IT’S
NECESSAR
Y TO
MOTIVATE
COLLABOR
ATION
HAVING A SPACE
AND CONVINCING
IT’S NOT ENOUGH
CONSIDERATION >
C O N V E R S A T I O N

20. COMMUNICATIONS
TODAY:
COMMUNICATIONS
BEFORE:
MASS
SOCIETY
ENGAGED
SOCIETY

21. PAID MEDIA
& FREE
PRESS
EARNED MEDIA
COMMUNICATION NOW:
MANY TO
MANY
CONVERSATION
S 24/7, LESS
CONTROL. 4

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PEOPLEINFLUENCEPEOPLE

23. CRITICAL TO
SURVIVAL
N EW E L E ME N T S
➔ VELOCITY
➔ TRANSPARENCY
➔ COLLABORATION
➔ SOCIAL CONSCIENCE
B E H A V I O U R - C O M M U N I C A T I O N - M E N S S A G E

24. N EW E L E ME N T S
CRITICAL TO SURVIVAL
VELOCITY
THE SPEED OF
CHANGE HAS
BECOME AS
IMPORTANT AS THE
CHANGES
THEMSELVES.

25. CRITICAL TO
SURVIVAL
N EW E L E ME N T S
TRANSPARENCY
INFORMATION IS
ACCESSIBLE TO
ALL.

26. CRITICAL TO
SURVIVAL
N EW E L E ME N T S
COLLABORATION
PEOPLE ARE
CONNECTED TO
EACH OTHER.
THERE ARE NO MORE LIMITS.

27. CRITICAL TO
SURVIVAL
N EW E L E ME N T S
SOCIAL
CONSCIENCE
BEFORE, IT WAS
OPTIONAL.
TODAY, IT’S
REQUIRED.

28. TOURISM
EXPERIENCE
Tourism isoneof the
industries thathas
evolvedthemost
in recentyears.

29. TOURISM
EVOLUTION .
TOURIST DEMANDS MORE
Greater importance of cost vs. benefit.
ON-LINE SHOP
Travelers compare before making a decision. Today, Tourism is a paperless industry.
LAST MINUTE BOOKING
Mobile technologies foster last minute shopping. Shorter booking windows.
IMPORTANCE OF WORD OF MOUTH
People share their travel experience with their own network through social media.

30. TOOLS FOR
CONSIDERATIO
• Blogs
• Pinterest
• OTAs
• YouTube
• Facebook
Ads
• Twitter
• Instagram
• TripAdvisor
N

34. NEWLINK
GROUP
CASE STUDY -
PALACE RESORTS

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Objective:
Establish a meaningful and
unique difference by
communicating luxury.
Issue:
General perception in the all-inclusive
Resort category is
one of commodity. All
properties have a comparable
positioning.
Campaigns:
1. Live the Palace Life
2. Live in Awe!

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LIVE THE PALACE LIFE
Live the Palace Life, unveiled in New York City,
was launched in traditional and digital
platforms, and placed tremendous attention to
the brand’s signature property, Moon Palace
Golf & Spa Resort, to promote its 100 million
dollar renovation. Live the Palace Life focused
on capturing the interest of general
consumers, the travel trade industry and
meeting planners via progressive and
thought-provoking visuals.
Palace Resorts invited New Yorkers to Howl at
the Moon and watch the unveiling of the Live
the Palace Life on Times Square. Out of
approximately 100 attendees, four were
randomly selected to win a three-night stay at
Moon Palace. All social media updates about
the one-hour event reached a total of 44,312
people and received a total of 347 reactions
(comments, likes and shares). The video
documenting the event reached 25,584 people
https://www.facebook.com/video.php?v=10101073721046398

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LIVE IN AWE IS ABOUT…
THE EXPERIENCE THE RESORT THEREACTION
Newlink developed a positioning
concept for Palace Resorts, the AWE-inclusive,
taking the all inclusive
experience to a new level.
Under this umbrella concept, every
sight and every sensation at Palace
Resorts is an awe - inspiring
experience. Beyond the extraordinary,
beyond the expected.
The campaign developed by Newlink
illustrated in a sequence three
elements: the experience relevant to
the target segment, the resort &
amenities and the reaction, that speaks
for itself.

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HOW LIVE IN AWE IS BROUGHT TO LIFE…
Romance segment/
Couples Ad
Industry segment /
Travel Agent Ad

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MICE AD & POSTCARDS

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TRAVEL AGENT GUIDE

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ACTIVATIONS TO
ENGAGE TARGET
AUDIENCE AND
SUPPORT PALACE
RESORTS EVENT
PARTICIPATION
MLT UNIVERSITY TRAVEL
AGENTS EVENT IN
MINNEAPOLIS
Objective: Position Moon
Palace as the entertainment
center while promoting
comprehensive hotel offer
Strategy: Create an engaging
virtual experience to
promote new attractions at
the resort such as the wave

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MEDIA
BUYING

43. NEWLINK
GROUP
CASE STUDY -
MEXICO CITY

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CASE STUDIES
Newlink has been the agency of record for Mexico City for over a year and a
half. Within that time, the agency has executed an integrated marketing
communications program that has effectively reactivated the presence of
Mexico City in the North American market.
THE CHALLENGE:
Over the past few years, Mexico City has been struggling to overcome its
negative perception in the North American market due to safety concerns.
Although the destination attracts a good number of corporate travelers, it lacks
a greater perception as a leisure tourism destination. Newlink was challenged
with increasing the awareness of the destination in a positive light, positioning
Mexico City as one of the most important world-class cities to visit.

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CASE STUDIES
REINFORCE the position of Mexico City as a
tourism destination.
GENERATE constant presence in the media, keep
Mexico City top of mind in front of key audiences
and increase travel intention in leisure travelers in
North America
CONSOLIDATE the partnerships with tour
operators and the training efforts aimed at
industry professionals, which will encourage
greater commercialization of the tourism product
of the Mexico City in the North American market.
REACH niche target audiences for the destination,
including MICE and LBGT segments, cultural buffs,
foodies, corporate travelers, and others
GENERATE awareness and elevate the desirability
of Mexico City as a tourism destination.
ENTICE a prolonged stay, especially with business
travelers, to promote the leisure activities offered
by the destination
MAXIMIZE the public relations efforts with a
converged strategy for social media channels
SECURE third party endorsements through the
network of advocates of the destination,
distributing testimonials of opinion leaders
.
OBJECTIVES
Our communication campaign focused on the principal motivators for travel to Mexico City,
reinforce it’s position as a tourism destination, elevate its place to be top of mind for
sophisticated travelers and motivate business traveler to extend their stay for the weekend.

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CASE STUDY
THE PROGRAM:
• Comprehensive Media Relations Program that includes continuous
communications with the media, confirmation of interview opportunities
with tourism officials, ongoing press releases, major coverage for the
destination that includes online, broadcast and print mediums.
• Training program for Industry Professionals that includes Webinars, seminars,
e-newsletters, brochures and the implementation of a five-city roadshow in
the United States and Canada (one-on-one meeting with key industry
players, media as well as sit-down presentations with more than 50
attendees in each location.)
• Strategic alliances with tour operators and commercial partners like
Aeromexico, Chefs and restaurants, hotels, local tour operators, DMCs, etc.

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CASE STUDIES
THE PROGRAM:
• Themed familiarization trips for both media and travel agents, reaching
niche audiences.
• Strategic advertising placements in major business outlets and NYC-specific
media reaching a mass audience.
• Creation of creative marketing materials such as informative brochures and
video testimonials.
• Activation of Social Media channels in Facebook and Twitter to increase
direct reach to audiences.

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CASE STUDIES
RESULTS:
• The value of the public relations program for Mexico City in 2013 (up to October 2013) for
Mexico City totals more than $27 million with a return on investment (ROI) of 1,261.
• Our campaign has had more than 1 billion impressions with audiences in the United States
and Canada.
• Developed stronger relationship with key industry contacts including tour operators,
airlines, meeting planners, and others to better establish this partnerships for the tourism
product and attract groups.
• Newlink incorporated technology into the tourism promotion to make a larger impact and
stronger reach. This included the production of a webinar on the destination and video
testimonials.
• Successfully executed multiple FAM trips for the press and one targeted industry FAM with
Canadian agents.

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CASE STUDIES
RESULTS:
• Secured coverage in top television programs with high visibility such as CNN en Español
that reaches 31.5 million homes in Latin America and 4 million in the United States.
• Implementation of a targeted advertising plan to reach corporate travelers, which included
major publications such as Fortune, USA Today and Time Magazine. The purpose of this
specific campaign was to address the security concerns of frequent business travelers and
develop curiosity for the destination, which would encourage an extension to their visit to
include leisure activities.
• For the launch of the city-to-city partnership with New York City, the agency also
coordinated out of home advertising with a month-long campaign in NYC’s taxi cabs and
hotels. This campaign was targeted to New Yorkers to experience Mexico City, alongside a
special rate offered by Aeromexico.
• Established important partnerships with tour operators such as Gogo Vacations / Flight
Center.

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CASE STUDIES
CITY BUZZ CAMPAIGN

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CASE STUDIES
MEXICO CITY SOCIAL MEDIA
PLATFORMS –
RESULTS IN 2 WEEKS:
The Mexico City Facebook page attracted:
→ 14,795+ fans
The Mexico City Twitter page generated:
→ 3,392+ followers

52. TAKEAWAYS /
DREeCsOtiMnaMtiEoNnDsA tToIOdNayS must:
1. Embrace technology
2. Be transparent
3. Cater to niche markets
4. Listen to their audiences and adapt
accordingly
5. Share a consistent message across
all platforms