2015 IAAPA Brass Ring Awards: Marketing Excellence. Public Relations Campaign

Transcription

1 2015 IAAPA Brass Ring Awards: Marketing Excellence Public Relations Campaign 1

2 Background information For more than 20 years, Dolphin Discovery has been contributing on the research and conservation of marine mammal animals, creating love bonds and respect through the experience of interactions in unique habitats around the world: Mexico, Anguilla, Tortola, Grand Cayman, Saint Kitts and Dominican Republic. 2

3 Background information The company has reached new horizons with more brands of parks, marinas and attractions such as: The most important and recognized brand is Dolphin Discovery 3

4 Background information AQUATIC PARKS/ MARINA DOLPHIN HABITATS DOLPHINS STAFF GUESTS , , ,000 (estimated 2015) 4

5 Background information More than 5 million visitors up today have lived the Experience of a Lifetime in the 16 dolphinariums located in 6 countries. 5

6 Notable achievements Certified by the Alliance of Marine Mammal Parks & Aquariums Recognized by the International Marine Animals Trainer Association 2014 IAAPA Brass Ring Awards Winner Social Media Campaign In the list of Super Empresas Expansión for 3 consecutive years. Miracle breeding program developed since 2003 with almost 100 baby calfs in the records. Empresa Socialmente Responsable (Corporate Social Responsability) by the Mexican Center for the Philantropy. 6

7 Notable achievements Certified by its Gender Equity practices. 10 consecutive years of been Corporate Social Responsible Recognized for the Mexican Center for the Philantropy as one of the companies that use at least 1% of the incomes for social practices.. Award for the Project 10,000 Sonrisas as one of the best campaigns in Social Responsability Best PR Campaign for the project 10,000 Sonrisas by the Mexican Caribbean Public Relations Association. 7

8 Notable achievements On June 12 th, 2014 in addition to the regular practices of Corporate Social Responsibility, the company launched the Dolphin Discovery Foundation. The Dolphin Discovery Foundation (DDF) is a nonprofit organization that arises from the commitment and dedication of a company towards its community, empowering the collective efforts in order to improve the quality of life for the children of Mexico and the Caribbean Islands. 8

9 Concept and rationale Dolphin Discovery Group is celebrating it s 20th Anniversary and in order to spread the voice about the succesfull history of education, conservation, investigation and interaction, Dolphin Discovery Foundation requested to the Mexico s National Lottery the honor to feature its image in the bills for one conmemorative draw. Confirmation Letter 9

10 Concept and rationale Mexico s National Lottery is an institution founded 245 years ago with tradition and presence all around the country with its different draws. The image of the bills is granted only to national celebrations or noncommercial organizations that request it for a special ocassion, conditioned to proved public assistance as a regular practice among others requirements. 10

11 Concept and rationale The proposal was approved and Mexico s National Lottery granted DDF the opportunity to feature the Group s image for the Mayor Draw on June 9 th, Image: Trainer petting a dolphin Intention: Reflect Dolphin s Discovery group respect and love for these marine mammals. Hashtag #DolphinDiscovery: generate traffic in Social Media and promote the brand. Logos: Corporate identity and familiarization with slogan and logos. The image appeared in 3,600,000 bills for this draw: 2,200,000 printed 1,200,000 online 11

12 Target Market Due to the wide range of Points of Distribution from Mexico s National Lottery, the strategy was to make an awareness campaign of the research and educational programs which Dolphin Discovery Foundation promotes and enhances in order to reach more people and promote the importance of caring about marine mammals. This map shows all the of points of sale of MNL (along the country and online sell tool). The bills with the image of Dolphin Discovery reached every kind of target segments. 12

13 Objectives Branding. Put Dolphin Discovery in the top of mind of companies that contribute to the awareness of the animal wellfare through the experience of interactions in unique habitats around the world. Spread the voice of the CSR actions that lead to the authorization of the bill. Editorial media coverage. Empathy with general public that doubt about the educational and social purposes of the interactive swim with dolphins programs. 13

14 Execution From May 9th to June 9th of 2015, the bills with the Dolphin Discovery image were on sale at the most importants states of the country: Monterrey, Guadalajara, Mexico City and online. Mexico City Monterrey Online: 14

15 Execution One week before the draw, the bill was available in all the 5,000 points of sale (supermarkets, shopping malls, main avenues and commercial areas easily reachable) in all the 32 states of the country. Guadalajara Cancun 15

16 Execution Press conference with regional media of the Yucatan s Peninsula. -Cancun, Mexico -June 5th, media outlets 16

17 Execution Press conference with media of national coverage -Mexico City -June 9th, media outlets 17

18 Execution Mayor Draw at the emblematic Mexico s National Lottery building. Guests: comercial allies, partners, media, government authorities and general public. 18

19 Execution Live broadcasting of the ceremony and draw via 19

20 Execution Cocktail after the Draw at the emblematic Mexico s National Lottery building. Guests: - Media - Commercial allies - Committee from the Private Assistance Board - Partners 20

21 Media Hits Coverage obtained includes: online and printed newspapers, magazines, radio spots, tv, webpages, newsbureaus and social media mentions. News Bureau Audience: 4,999,980 Travel trade Online Magazine Audience: 11,038 News Radio Audience: 18,775 *Free publicity. 21

22 Media Hits Coverage obtained includes: oline and printed newspapers, magazines, radio spots, tv, webpages, newsbureaus and social media mentions. Search engine website Audience: 132,374 Online Newspaper Audience: 369,214 Printed Newspaper Audience: 369,214 *Free publicity. 22

23 Media Hits Coverage obtained includes: oline and printed newspapers, magazines, radio spots, tv, webpages, newsbureaus and social media mentions. 23

24 Clipping report MEDIA OUTLET TYPE OF MEDIA AUDIENCE PR VALUE (pesos MX) Periodico Espacio Newspaper 7,500 $3, Brújula Magazine 92,000 $75, Cancún Style Website 7,500 $10, Ojos ciudadanos Website 7,500 $15, David Romero Vara Website 2,000 $20, Quintana Roo Gráfico Online Newspaper 481 $25, Diario de Quintana Roo Online Newspaper 6,500 $25, Notimex News Bureau 4,999,980 $21, Minutos Online Newspaper 4,674 $3, Quintanaroo.turista Website 7,500 $6, Diario de Quintana Roo Online Newspaper 6,500 $25, Terra Search engine website 132,374 $160, Sin Embargo Online Newspaper 70,410 $11, Informativo Turquesa Radio Station 18,775 $5, Radio Ayuntamiento Radio Station 11,000 $4, Novedades Online Newspaper 6,500 $25, Quequi Online Newspaper 7,500 $14, Marcrixnoticias Online Newspaper 7,500 $6, Quequi Online Newspaper 40,000 $15, Novedades Riviera Maya Online Newspaper 6,500 $11, Diario de Quintana Roo Online Newspaper 69,452 $9, Diario La Verdad Online Newspaper 88,012 $16, Novedades Online Newspaper 6,500 $11, Hospitalitas Website 7,563 $31, Visitando Cancún Website 7,500 $15, *Without social media. 24

25 Clipping report MEDIA OUTLET TYPE OF MEDIA AUDIENCE PR VALUE El punto crítico Online Newspaper 5,000 $10, Style by shockvisual Blog 2,500 $80, Vocero Website 7,500 $10, Novedades Online Newspaper 69,452 $43, Hoy Turismo Website 6,500 $37, Reforma Online Newspaper 369,214 $112, Mural.com Website 65,666 $46, Terra Website 132,374 $240, México a la carta Online Newspaper 600 $10, Cancún Mío Online Newspaper 7,500 $10, On Bahía Magazine Online Magazine 7,500 $10, Diario Notifax Online Newspaper 4,006 $31, Dimensión Turística Online Newspaper 8,000 $12, JAPD Website 7,500 $2, CINYT Website 5,000 $6, Notifax Turismo Online Magazine 275 $9, Promo Bus Website 7,500 $10, Formal Prisión Website 7,500 $10, Diario Imagen Online Newspaper 78,472 $50, Nexos Turísticos Online Newspaper 7,500 $21, Info Quintana Roo Online Newspaper 374 $11, Cancún Website 7,500 $10, Buen Viaje Online Newspaper 11,038 $22, Protocolo Online Magazine 7,500 $25, Rocío Mena Online Newspaper 7,500 $25, Mi Ambiente Online Newspaper 1,068 $1, Latitud 21 Magazine 74,000 $66, Latitud 21 Online Magazine 12,500 $49,

26 Media results Audience Reached PR Value 6,552,260 99, usd *(Offline and online) 26