Multi-Destination PR & Rep Campaign

Multi-Destination PR & Rep Campaign

THE BRIEF:

Promote Central America’s multi-destination offering on an international scale, positioning the seven Central American countries and the Dominican Republic to the European tourist. 

THE APPROACH:

LOTUS continually analysed the position of Central America on the international tourism stage, feeding back to the client (Central America Tourism Agency) on the travel news agenda, and planning specific activity in the short, medium, and long-term. 

​The brief included both PR and representation elements. Proactive PR included the management and distribution of a monthly press release in addition to a bi-monthly newsletter distributed to both trade and media partners. 

LOTUS hosted press trips with leading media titles and organised familiarisation trips, notably around Central America’s flagship trade event; CATM. The FAM for CATM 2019 featured nine of the UK’s leading tour operators plus participants from other European markets, all of whom partook in a pre-tour fam, the trade show itself and then a post-tour fam.

​LOTUS also managed CATA’s participation at WTM London during the contract period, which included organising meeting agendas for attending Central American tourism ministers. 

We were also responsible for the CATA Awards which saw trade and media members recognised for their outstanding contribution to the development of Central America’s multi-destination tourism offering. 

RESULTS:

  • £499,693 AVE generated across 12 months
  • 18,492,096 circulation
  • 9 tour operators on fam trip
  • 6 journalists on press trip