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Posts Tagged ‘South by Southwest Festival’

Mexico Rebrands Itself As ‘More than Margaritas and Mariachis’

Here’s a basic fact: Mexico is America’s number one tourist destination (and its formal name is The United Mexican States). At the same time, the country’s tourism board believes that many Americans don’t see the whole picture when it comes to our southern neighbor. In short, Mexico isn’t just about stereotypical Spring Break trips to Cancun and the requisite tanning sessions and tequila shots.

The country’s representatives want to change all that with an extensive rebranding campaign designed to focus on the more exclusive and luxurious elements of the Mexican tourism experience with the tagline “Mexico: the place you thought you knew.”

The campaign and tagline aren’t new, but we recently had the opportunity to speak to Gerado Llanes, CMO of the Mexico Tourism Board, about the latest elements of this countrywide shift in marketing and public relations strategies.

What is the primary goal of this campaign?

We want to convey the fact that Mexico is a lot more than beaches, margaritas and mariachis. Of course we are a spring break destination, but we want to more aggressively push the message about our luxury offerings.

For example: if you put all the hotels in North and South America together, you still wouldn’t have as many five-diamond locations as Mexico. We also have three of the world’s top 100 golf courses and the number one and two ranked spas in the world. Mexico also has many four-star restaurants that some people may not know about.

From business standpoint, we want to increase the average US spend in Mexico. We’re aiming for high-level consumers by saying “look and see what Mexico has to offer.”

How have you changed your marketing and PR strategies?

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Want to Manage Social Media for Pizza Hut? Tell Them Why in 140 Seconds!

In what seems to be a combination PR stunt/staffing experiment, Pizza Hut announced that it will be choosing someone to fill its currently empty Social Media Manager of Greatness role (what, no ninjas?) at the upcoming South by Southwest Festival in a very…unconventional way.

In honor of the 140-character Twitter feed that the lucky winner will run, company reps will give applicants 140 seconds to perform what amounts to a personal “elevator pitch”, explaining exactly why they’re qualified to manage a brand with 166,000 followers and more than 10 million Facebook fans.

The chain’s PR director hopes to meet “the best and the brightest” among the thousands of media fanatics attending the festival. In explaining his team’s thinking, he says: “The time you have to tell a story, engage a customer or leave a lasting impression on someone socially has shrunk to seconds”–so he wants someone who can make his or her case in just over two minutes with nothing more than a smartphone and an acceptable ID.

Of course, hopefuls can apply for the position in more traditional ways as well, but who’d want to do that? Here’s the job description, redirected from the URL “BecauseImGreat” in case you missed the point.

So is anyone up for the challenge this Sunday at the Austin Hilton? And will there be perfume?

PR Win: South by Southwest’s Tweeting ‘Community’ Bikes

In case you haven’t heard, the biggest names and soon-to-be names in tech will be at the upcoming South by Southwest Festival to show they public what they’re all about. The best related PR stunt we’ve heard of so far is Razorfish‘s tweeting bikes project. Here’s the deal: the digital marketing/design/PR/etc. agency bought 20 “community” bikes, each equipped with its own GPS and its own Twitter account.

Building 0n the #UseMeLeaveMe theme/tag, the agency’s social media team will give each bike its own personality and, with the help of the public, use these feeds to give attendees and other interested parties around the world a better sense of what’s going on at the festival. Razorfish plans to leave the bikes at events, encourage members of the public to ride them around the festival and, thanks to the magic of GPS, use the accounts to tweet about the weather, the food and, hopefully, the startups.

Most importantly, this is really all just a big promo stunt for Razorfish. It already got our attention.