#VISITENSENADA

#VISITENSENADA

CAMPAING FOR ENSENADA

"Come to Ensenada, Baja California, Mexico"
GROUP 6
Claudia Macías - Gayane Amirjanyan - Vania Tuesta - Airym González
INDEX
01 Swot 07 Campaign Strategies and Tactics To Promote Ensenada

02 The Image of Ensenada 08 Strategy One an Two: Media Tactics

03 Campaing Goal 09 Strategy One: Print/Ad Tactic

04 Target Audiences 10 Strategy One: Social Media Tactics

05 Objectives 11 Strategy One: Other Marketing Tactics

06 Message Strategy One and Two 12 Strategy One: Other Marketing Tactics
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Swot

Streghts Weaknesses Threats Opportunities

- One of the best Wine industry of - Personalized service for visitors.

- Contaminated beach. - Increase in Services and Products prices
the world and the country. - Economical prices.
- A lot of temperature and climate (tax increase)
- It has a lot of beaches. - Themed/ innovative hosting.
changes. - Environmental issues.
- We have the best restaurants and
- Small city. - Violence.
gastronomic sectors.
- Seasonal experiences.
- Cultural Heritage (Historical
places).
- Local festivals (Fiestas de la
vendimia, carnival, etc).
-Unusual places (La Bufadora).
#visitensenada

The Image of Ensenada

Ensenada is seen as a touristic city to visit if you want to relax and have a good time. Is
also known for being a good place to film tv shows or movies.
Even if we face some delincuency, tourists are usually not included or affected, it
is a safe environment for them.
Reviews and opinions from the
media about Ensenada
Chino Hernandez says that :
Accident at Ensenada parade of lights
Publish Date
Dec. 23, 2019

On the evening or Dec. 14, during the Desfile De Luces (Parade of Lights), a reported 11 people fell into the Ensenada bay after a bridge
they were on connecting to the sport fishing-pier collapsed.
Mexican news reports said the bridge collapsed due to the weight of the people; photos from SEMAR (the Mexican Navy) surfaced of the
broken bridge which appears to made of aluminum and wood and once connected the Todo Santos boardwalk to the pier.
The prices to take a cruise around the bay in a lighted and Christmas-inspired and decorated vessel, are equivalent to: $29 USD per
person; $52 USD per couple; $132 USD for a package of five; and $23.75 USD for children 5 years old and younger.
There were reportedly “hundreds of people” that attended the annual event.
“These accidents seem to me, to be due to lack of foresight and maintenance in these areas,” said Maria Garcia, “where the ideal security
conditions should be enforced.”
According to the news reports, all of the victims that fell into the water that Saturday survived. The annual Christmas light-boat parade
resumed the next night.
Moments of terror in Ensenada: a wave dragged
tourists who entered a restricted area

A video circulating on social networks shows the moments of anguish experienced by a group of tourists on July 25, in the rocky area of
the La Bufadora cliff, in Ensenada, Baja California.

A group of beachgoers descended onto a rocky area and were caught in several waves, one of which swept a woman away.

In an attempt to rescue the woman, another of the tourists jumped into the water, while another wave took another young woman and a
man, the latter who did manage to return to the rocks.
In the recording, the screams of the people who witnessed the events are heard, then a young man took a rope to throw it into the water
and thus save his companions.

According to the woman who published the video, the three people who fell into the sea managed to be rescued.
Government News about Ensenada

They said last year (2021) that Playa hermosa and Conalep 1 beaches
should be closed because of the ocean contamination.
 Criticism of Ensenada's tourism promotion
campaign

Merchants, chefs and winery owners have criticized the

advertising campaign that promotes Ensenada as "the new
Mediterranean", considering that it does not represent the
benefits or the identity of the port.
The President of the Federation of Chambers of Commerce
of Baja California, Jorge Menchaca Sinencio, considered that
the intention was to recognize the work that is being done in
Ensenada, however, the image fails to reflect said message.
#visitensenada

Campaign Goal
Increase Tourism To From
Ensenada,
Baja California, Mexico Lima, Peru Madrid, Spain
#visitensenada

Target Audiences
Couples between 30 to 35 years old Young Couples between 27 to 32 years old
from Lima, Peru. from Madrid, Spain.
Status: Singles or Married Status: Young couples
Ages: Between 30 to 35 years old Ages: Between 27 to 32 years old.
Medium Purchasing power Medium Purchasing power
Any Gender Any gender
Education: Institute or University Education: University
Religion: undefined Religion: Undefined

GENERAL IDEAS GENERAL IDEAS

Wants to relax and enjoy doing lots of activities Spending a long time with their partner
in group like parties, adventure tours, etc Enjoy visiting beaches
Like to have fun and meet new friends. Like to travel and explore the world
Enjoy visiting beaches. Like to party and have fun
Visiting places where they can eat and drink Value the importance of taking breaks and
like restaurants, markets or doing wine tours relaxing from their daily routine
Likes to learn about different cultures and
traditions
#visitensenada

Objectives
5% increase of people from Lima 7% increase of people from Madrid
traveling to Baja. traveling to Baja.

- 60 % of people in Lima usually travel for three reasons -Sophisticated style

-Travelers from Generation Z and Early millenials
(under 30 years old), show a greater preference
for sun and beach destinations.

Drinks Beaches Parties

- 5 % of people in Lima travel abroad looking for these - 7 % of people in Madrid travel abroad looking for these
characteristics in their next destination every year characteristics in their next destination every year
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Message Strategy One: Famous People talking

about ensenada all the time
5% increase of people from Lima traveling to Baja.
Description Rationale (Why Will It Work) Case Study Support:
Try to convert travelling to ensenada Limeans tend to follow famous people Limeans traveled a lot to Turkey due to
in to a must to travel destination talking and experimenting trending the tendency of soap operas and reality
from Lima. destinations to travel. shows abroad. Specially seeing famous
people in there.
#visitensenada

Message Strategy Two: Sell the couple

experience
7% increase of people from Madrid traveling to Baja.
Description Rationale (Why Will It Work) Case Study Support:
Showing off Ensenada's most Ensenada is seen as an escape destination Youtubers visiting beautiful and romantic
newest and beautiful destinations. for couples. hotels in Valle de Guadalupe (Ensenada).
#visitensenada

Campaign Strategies and Tactics To

Promote Ensenada
Strategy One Strategy Two
Famous People talking about ensenada all the time Sell the couple experience
MEDIA TACTIC MEDIA TACTIC
Reality shows on tv TV commercial of the Youtube mini series
Soap operas Blogs with information and video revies
News in El comercio Newspaper printed and online 3d dynamic advertising on led screens
PRINT TACTIC
PRINT TACTIC
Advertising panels in the metro stations of lima Advertisement in Gran via of Madrid with a collaboration
with Primark
VIDEO VIRAL TACTIC
VIDEO VIRAL TACTIC
Video collab with famous influencers from Lima and
Mini trailers of the Youtube mini series
Mexico
SOCIAL MEDIA TACTICS
SOCIAL MEDIA TACTICS
Tiktok and youtube review videos by influencers
Youtube mini series about finding love with activities
Instagram stories and reels abouts events by influencers
in Ensenada with influencers
MARKETING TACTICS
MARKETING TACTICS
#visitensenada

Strategy One: Media Tactics

Target Audience 1 Target Audience 2

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Strategy Two: Media Tactics: One sip at

a time ... drinking wine
Target Audience 1 Target Audience 2
Media Source (News, Magazine, Media Source (News, Magazine,
Blog, etc.) Blog, etc.)
Media Source Media Source
Media Source Media Source
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Strategy One: Print/Ad Tactic

Target Audience 1 Target Audience 2

Print/Online Ad Print/Online Ad
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Strategy Two: Print/Ad Tactic

Target Audience 1 Target Audience 2

Print/Online Ad Print/Online Ad
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Strategy One: Social Media Tactics

Target Audience 1 Target Audience 2

Social Media Tactic 1 Social Media Tactic 1
Social Media Tactic 2 Social Media Tactic 2
#visitensenada

Strategy Two: Social Media Tactics

Target Audience 1 Target Audience 2

Social Media Tactic 1 Social Media Tactic 1
Social Media Tactic 2 Social Media Tactic 2
#visitensenada

Strategy: Other Marketing Tactics

Target Audience 1 Target Audience 2

Marketing Tactic 1 Marketing Tactic 1
Marketing Tactic 2 Marketing Tactic 2