Challenge

To spread nationwide the global contest by Hoteles.com to choose the first official hotel critic dog of Pet Friendly hotels in the world. The complexity of the project mainly stemmed from making the story newsworthy and not just a brand promotion campaign.

Solution

We completed the information for the global campaign with local insights, resulting from research about the pet world, particularly dogs, in Mexico. The data we obtained added a local flavor to the information and thus provided a news angle: many interesting facts about the canine world in Mexico that gave a context in which the campaign made a lot of sense.

Results

In just 2 weeks between the global launch of the campaign and the closing of the call for entries, we achieved 35  publications, of which 90% were articles dedicated exclusively to the Canine Critic call, achieving an Earned Media of +USD 100K. Almost 40%  of the coverage was in national Tier 1 Lifestyle and Travel media, such as National Geographic en Español, Bleu & Blanc, Milenio, Travel & Leisure, Robb Report, Radio Fórmula, among others. Furthermore, we managed to transcend Mexican media to reach the Hispanic audience in the United States with 14 replicas on local Telemundo sites.