Country of Origin: Caribbean and Central America
Challenges: Christmas 2020 was celebrated differently due to COVID concerns, social distancing being the norm. To keep family and friends connected, Uber sought to position its new courier service — Uber Flash — as an option for sending Christmas gifts.
Communication tool we used: Influencer Marketing
Result: We delivered a PR Kit to influencers and journalists with items for gift wrapping and Uber codes for them to use Uber Flash. This gave them the opportunity to send gifts to their loved ones during the lockdown. We earned over 40 influencer posts in a one-week period, reaching more than 5.5M people.
Country of Origin: Puerto Rico
Challenges: The objective for the premiere of the movie “Call of the Wild” was to address animal lovers. However, many perceived the film as a sad story; as such, their interest level was neutral or low due to expected melancholy content.
Communication tool used: Influencer Marketing
Result: We activated Dog Influencers to participate in 20th Century Fox’s first ever Red-Carpet event for dogs. About 30 four-legged influencers enjoyed the movie with their owners. Audience reactions were measured after the screening and they also shared reviews on social media. We reached more than 100 publications in one hour using #DogsInfluencers during the premier. We earned 80+ positive reviews and connected with more than 1.2M people.
Country of Origin: Puerto Rico
Challenges: ABC Network (ABC) is one of Puerto Rico’s top television stations. The pandemic forced ABC to hold its annual upfront event differently in observance of safety protocols. The client wanted to do something other than a virtual event to stand out with stakeholders.
Communication tools used: PR Kit, Media Relations
Result: We created the first Upfront TV show on the Island featuring a wine-pairing experience. On the day of the show, clients received a PR Kit with wine and pairing notes; each wine was paired with a specific segment of the upfront programming — drama, reality shows, sports, etc. Puerto Rico’s top press outlets ran stories about the initiative, earning 5M media publications. The event earned 100% positive feedback.
Travel consultants have played a very important role in the past as travelers always consulted their “trusted travel agent” when thinking about vacations or business trips as there was not as much information available about destinations, hotels and services.
Over time, the rapid massification of the internet and the growth of social networks, reconverted business models allowing anyone to access a large amount of data and even self-manage their own trips.
The emergence of online agencies and portals exacerbated this trend. Booking a trip became an immediate transaction through the internet without the intervention of a specialist who could advise the traveler on the quality and location of the hotels, services to hire, or the most convenient air routes.
Based on this new normal that the pandemic imposed on a global level, traveling represents a new challenge. It is no longer pleasure or business but, in turn, in many cases, implies fear or threat. This paradigm shift once again redefines the role of the travel agent to offer peace of mind and security about the destinations to choose and services to hire. The emotional factor that previously guided decisions is now more than ever contrasted with the rational one, with the need to know in depth what they will face and feel sure that their final choice is the correct one for the experience they are looking for.
The impact that social networks have today and the large amount of information available on the internet can also confuse and overwhelm the traveler. Fake news is a reality in all formats and the need for reliable data becomes critical. This new scenario represents a concrete opportunity to reconnect with the consumer through a unique and real experience. The possibility of accessing personalized attention and exhaustive knowledge of the regulations, protocols and security measures in force in each destination and service offered with truthful information today vindicates the role of the once underestimated travel agent.
Client: Barbados Tourism Marketing, Inc.
Country of Origin: Barbados
Goal: Welcoming the main representatives of Barbados’ government tourism board to Argentina; formally establishing the mutual passion for polo between Barbados and Argentina.
Strategy: Event organized at La Carona Polo Club in Buenos Aires, with the best of Argentine cuisine and a private polo match.
Results: Improved positioning of Barbados as a destination for polo players and enthusiasts. The Barbados Tourism Marketing, Inc carries out annual PR and communication activities that are organized by EM
“We worked with EM Marketing on various trade and consumer activations in Argentina. The Barbados Polo Night event, for example, was an unforgettable experience. Elsa and her team executed a fantastic activation, and it will forever be in our hearts. The event achieved its strategic mission and created bonds and relationships to be treasured for years to come”.
Corey H. Garrett
Director – Caribbean & Latin America
Barbados Tourism Marketing Inc. (BTMI)
Clients: Barbados, Antigua & Barbuda, Belize, British Virgin Islands, Aruba, Hilton Barbados, The Reef Resorts.
Goal: Train travel agents based in the most important markets in the country: City of Buenos Aires, La Plata, Rosario, Córdoba, Mendoza and Salta. Through this event, government organizations and hotel chains could reach hundreds of potential visitors from across the country.
Tools Employed: Roundtable information and training sessions; PR activities with local media houses.
Results: In Argentina, hundreds of agents have been trained throughout the 5 years of the event, improving their knowledge and the possibility of closing sales to the destinations that participated in the Caravan and thereby increasing the flow of travelers to the Caribbean
“We are very grateful to have participated in the Caribbean Caravan. Lots of people came and it was an excellent event in which we hope to participate again. Meeting face-to-face with travel agents and clearing up any doubts they may have is very important for our destination. I am very grateful and pleased”.
Iris Carrasco – Curacao Tourism Board.
A empresa israelense SeeTree, especialista em monitorar pragas nas lavouras de citrus em todo o mundo anunciou em novembro de 2020 mais um aporte de capital para alavancar sua expansão global. O GrupoCASA coordenou a difusão da informação no Brasil, Estados Unidos e Israel. Participaram as agências Gabriel Marketing Group (USA) e Kd-PR.com.
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