Contacting the right people for support
TAP then approached its key tour operator and airline partners in order to get its buy in and additional financial support.
The new creative had to reflect the brand values of all stakeholders and the key messaging of the Mexico Tourist Board.
Designing a strategy for all mediums
Several campaign concepts were evolved as well as a diverse media plan incorporating Prime outdoor sites, TV, targeted online and quality national press.
How things changed for the better
In 3 years the UK became the biggest market in Europe, overtaking the largest market - Spain.
In that time airline routes were opened up outside of the large tour operators with British Airways and Virgin Atlantic - greatly increasing seat capacity.
Being tactical
As well as planned campaigns, we bought tactically often securing prime media space at a fraction of rate card cost. This enabled us to generate greater exposure impacting on brand awareness as well as securing media that aligned with brand values.
