2015 IAAPA Brass Ring Awards: Marketing Excellence Public

2015 IAAPA Brass Ring Awards: Marketing Excellence Public

2015 IAAPA Brass Ring Awards: Marketing
Excellence
Public Relations Campaign
1
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
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
Background information
AQUATIC PARKS/
MARINA
DOLPHIN
HABITATS
DOLPHINS
1994
0
1
4
25
12,500
2015
4
16
147
1,310
700,000
STAFF
GUESTS
(estimated 2015)
4
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
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
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
Notable achievements
On June 12th, 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
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
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
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 9th, 2015.
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
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
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
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: http://www.trillonario.com.mx/
14
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
Execution
Press conference with regional
media of the Yucatan’s Peninsula.
-Cancun, Mexico
-June 5th, 2015
-34 media outlets
16
Execution
Press conference with media of
national coverage
-Mexico City
-June 9th, 2015
-36 media outlets
17
Execution
Mayor Draw at the emblematic Mexico´s National Lottery building.
Guests: comercial allies, partners, media,
government authorities and general public.
18
Execution
Live broadcasting of the
ceremony and draw via
www.youtube.com/user/VideotecaLotenal
19
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
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
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
Media Hits
Coverage obtained includes: oline and printed newspapers, magazines,
radio spots, tv, webpages, newsbureaus and social media mentions.
23
Clipping report
MEDIA OUTLET
Periodico Espacio
Brújula
Cancún Style
Ojos ciudadanos
David Romero Vara
Quintana Roo Gráfico
Diario de Quintana Roo
Notimex
20 Minutos
Quintanaroo.turista
Diario de Quintana Roo
Terra
Sin Embargo
Informativo Turquesa
Radio Ayuntamiento
Novedades
Quequi
Marcrixnoticias
Quequi
Novedades Riviera Maya
Diario de Quintana Roo
Diario La Verdad
Novedades
Hospitalitas
Visitando Cancún
TYPE OF MEDIA
AUDIENCE
PR VALUE (pesos MX)
Newspaper
7,500
$3,125.00
Magazine
Website
Website
Website
Online Newspaper
Online Newspaper
News Bureau
Online Newspaper
Website
Online Newspaper
Search engine website
Online Newspaper
Radio Station
Radio Station
Online Newspaper
Online Newspaper
Online Newspaper
Online Newspaper
Online Newspaper
Online Newspaper
Online Newspaper
Online Newspaper
Website
Website
92,000
7,500
7,500
2,000
481
6,500
4,999,980
4,674
7,500
6,500
132,374
70,410
18,775
11,000
6,500
7,500
7,500
40,000
6,500
69,452
88,012
6,500
7,563
7,500
$75,827.50
$10,000.00
$15,000.00
$20,000.00
$25,000.00
$25,000.00
$21,533.75
$3,125.00
$6,250.00
$25,000.00
$160,468.75
$11,500.00
$5,000.00
$4,000.00
$25,000.00
$14,125.00
$6,660.00
$15,892.50
$11,250.00
$9,500.00
$16,275.00
$11,250.00
$31,250.00
$15,000.00
*Without social media.
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Clipping report
MEDIA OUTLET
TYPE OF MEDIA
AUDIENCE
PR VALUE
El punto crítico
Style by shockvisual
Vocero
Novedades
Hoy Turismo
Reforma
Mural.com
Terra
México a la carta
Cancún Mío
On Bahía Magazine
Diario Notifax
Dimensión Turística
JAPD
CINYT
Notifax Turismo
Promo Bus
Formal Prisión
Diario Imagen
Nexos Turísticos
Info Quintana Roo
7-12 Cancún
Buen Viaje
Protocolo
Rocío Mena
Mi Ambiente
Latitud 21
Latitud 21
Online Newspaper
Blog
Website
Online Newspaper
Website
Online Newspaper
Website
Website
Online Newspaper
Online Newspaper
Online Magazine
Online Newspaper
Online Newspaper
Website
Website
Online Magazine
Website
Website
Online Newspaper
Online Newspaper
Online Newspaper
Website
Online Newspaper
Online Magazine
Online Newspaper
Online Newspaper
Magazine
Online Magazine
5,000
2,500
7,500
69,452
6,500
369,214
65,666
132,374
600
7,500
7,500
4,006
8,000
7,500
5,000
275
7,500
7,500
78,472
7,500
374
7,500
11,038
7,500
7,500
1,068
74,000
12,500
$10,000.00
$80,000.00
$10,000.00
$43,543.13
$37,500.00
$112,500.00
$46,250.00
$240,703.13
$10,000.00
$10,000.00
$10,000.00
$31,218.75
$12,500.00
$2,500.00
$6,250.00
$9,375.00
$10,000.00
$10,000.00
$50,000.00
$21,562.50
$11,250.00
$10,000.00
$22,375.00
$25,000.00
$25,000.00
$1,155.00
$66,525.00
$49,893.75
25
Media results
Audience
Reached
PR Value
6,552,260
99,508.00 usd
*(Offline and
online)
26