Challenge

Amplify in national media Hoteles.com's  global contest to choose the first world’s Pet Friendly hotel Canine Critic. The challenge of the project was to make the story relevant and not just a promo campaign.

Solution

We completed the global information of the campaign with local fun facts, so we run an investigation about the world of pets, particularly dogs, in Mexico. The data we obtained managed to give a local flavor to the information, and therefore a news angle: many curious facts about the canine world in Mexico that gave it a context in which the campaign made a lot of sense.

Results

In only 2 weeks between the global launch of the campaign and the closing of the contest, we reached 35 repercussions, 90% were dedicated exclusively to the Canine Critic contest, achieving an Earned Media of + USD 100K . Almost 40% of the repercussions were published in national Tier 1 media of Lifestyle and Tourism, such as National Geographic in Spanish, Bleu & Blanc, Milenio, Travel & Leisure, Robb Report, Radio Formula, among others. In addition, we transcended the Mexican market and reached the Hispanic community in the United States thanks to 14 news sites owned by Telemundo that picked up the news.