Off-the-Beaten Path: Quintana Roo

Overview & Challenge

Comprising of 14 classic and off-the-beaten-path destinations such as Riviera Maya, Tulum, Cancun, Holbox, Cozumel and Playa del Carmen, the state of Quintana Roo has long been cherished by international travelers. Up until 2018, the region’s multiple destinations were promoted under separate entities such as the Cancun Tourism Board, Riviera Maya Tourism Board, Cozumel Tourism Board and others which merged to become the Quintana Roo Tourism Board midway through our official relationship with the destination.

While the change unified the state’s multiple attractions and simplified its message for visitors, CIIC was now challenged with familiarizing travelers with Quintana Roo and its vast appeal throughout the state. Simultaneously, the state employed the term ‘Mexican Caribbean’ to define its location on Mexico’s Caribbean Eastern peninsula, which CIIC began using to brand the destination in all our media and influencer relations.

Strategy

To amplify the new Mexican Caribbean, CIIC focused on consumer and trade press relations, group press trips, in-market events and daily media monitoring, effecting a multifaceted approach to the destination. In addition to classic spots like Cancun and Riviera Maya, our strategy emphasized the region’s vast attractions and niche destinations beyond its beaches, including authentic Mayan traditions, wellness practices, a growing gastronomy scene and multiple cultural and athletic events like Riviera Maya Jazz Festival, Cancun Wine & Food Festival, Tulum International Film Festival and Cancun Challenge. By promoting lesser-known destinations such as Holbox, Bacalar and Isla Contoy, we tied the rising off-the-beaten-path travel trend to Quintana Roo. Another highlight of the region is its strong sustainability ethos, which we dedicated an exclusive press trip to, leading to coverage in The Daily Beast among other top outlets. Our sustainability emphasis became especially important during Quintana Roo’s sargassum issue in summer 2019, when we distributed weekly updates and pitched alternative destinations and activities in the region focused on environmental awareness. This approach intrigued media and resulted in coverage in a mix of mainstream and niche outlets including The Washington Post, USA Today, Inhabitat, Recommend and Stay Wild Magazine.

To accommodate our U.S target market, CIIC translates Quintana Roo Tourism Board’s monthly tourism updates newsletter, which raises awareness of notable happenings and openings each month. Our translations have prompted interest and pitch ideas for potential coverage. As the agency of record for Quintana Roo Tourism Board since 2017, our approach has embraced the state’s famous spots while emphasizing under-the-radar destinations and zoning in on its sustainability bona fides, resulting in a dynamic portrait of the ever-popular Quintana Roo.

Results

+230 Secured Media Placements 

+820 Million Media Impressions 

+3 Million Estimated Editorial Value