MEMORANDUM
DATE: May 1, 2009
TO: Osmany Garcia
FROM: Renee Martin, Sarah Drabick
RE: PR Activity Report for February – April 2009
CC: Carolyn Izzo-Feldman
Following is a recap of recent activities undertaken by Carolyn Izzo Integrated Communications (CIIC) on behalf of Privilege Aluxes Resort, Isla Mujeres for the time period of February 1, 2009 through April 30, 2009.
I. PRESS RELEASES / PRESS MATERIALS DEVELOPED AND DISSEMINATED
A. Press Releases
Partnership Release
CIIC wrote and distributed a news release announcing that the Privilege Aluxes Resort, Isla Mujeres hired CIIC as its public relations agency. The release was disseminated via email blast to CIIC’s proprietary media database on February 2, 2009. Media included reporters at luxury, lifestyle, food/wine print, online and broadcast outlets. CIIC conducted targeted phone follow-up with A-list media.
Launch Release
CIIC developed the Privilege Aluxes Resort, Isla Mujeres official launch release. This release included images of the resort, links to the Privilege Aluxes web site and links to the blog site and image gallery for the Privilege Aluxes Resort, Isla Mujeres. CIIC distributed the release via email blast on April 6, 2009. CIIC implemented follow-up with important high-profile media and secured inclusion of Privilege Aluxes Resort in an upcoming issue of TravelAge West’s “new openings” section. Privilege
B. Pitch Letters
Privilege Aluxes Opens on Isla Mujeres
CIIC wrote and distributed a personalized pitch letter to media contacts announcing the opening of the Privilege Aluxes Resort, Isla Mujeres. CIIC highlighted the special opening rate in the letter and extended an invitation for a complimentary transfer to Privilege Aluxes should press be visiting the area in the future. The letter was disseminated February 24, 2009.
Privilege Aluxes Debuts at Tianguis
CIIC wrote a personalized letter announcing Privilege Aluxes Resort, Isla Mujeres’ launch at Tianguis Turístico 2009. The letter was sent April 23 to US press scheduled to attend Tianguis and invited them to visit the Privilege Aluxes booth. CIIC secured an interview for Osmany Garcia with Charlie Gatt, Editor, Travel World News.
C. Press Kit
In preparation for Tianguis 2009, the following press kit activities were implemented:
Executive Bios
CIIC developed executive bios for Osmany Garcia, Director, Sales & Marketing, Caribbean Privilege Hotels & Resorts and Luis Gabriel González Valderrama, Executive Chef, Privilege Aluxes Resort, Isla Mujeres.
Fact Sheet
CIIC developed a comprehensive fact sheet outlining specific details pertinent to Privilege Aluxes Resort, Isla Mujeres and the Privilege brand.
Press CD
CIIC worked with an outside multimedia company to create CD’s containing the Privilege Aluxes Resort, Isla Mujeres 2009 Press Kit materials. The press CD’s included current releases—launch release, executive bios and fact sheet, and an image gallery—photos taken directly from the Privilege Aluxes Resort blog site.
CIIC additionally developed the CD cover art.
D. Tianguis Materials
In addition to press kit and press CD development, CIIC consulted with a custom printing company to prepare 50 quality prints of the Privilege Aluxes launch release.
CIIC arranged for both the hard copy launch releases and press CD’s to be priority shipped to Isla Mujeres for Osmany Garcia to bring to Tianguis.
II. MEDIA PLACEMENTS
A. CIIC Secured Coverage
Hotwire.com’s Travel-Ticker eNewsletter (Online Subscribers: 11 million)
Per CIIC media outreach announcing the opening of Privilege Aluxes Resort, Isla Mujeres, Angela Keller, Producer of Hotwire.com’s weekly eNewsletter highlighting exclusive new travel deals, featured Privilege Aluxes’ special $135 opening rate in the March 17 edition of Travel-Ticker. A copy of the online coverage was obtained and forwarded.
Islands Magazine Online Blog (Unique Visitors Per Month: 66,400)
Per CIIC media outreach with Managing Editor Chris Tauber, Privilege Aluxes’ special opening rate was featured March 23 on the official blog site for Islands Magazine, the global authority on island destinations. A copy was obtained and forwarded.
Travel Agent Central.com (Unique Visitors Per Month: 45,400)
Per media outreach announcing the opening of Privilege Aluxes Resort, Isla Mujeres, CIIC secured March coverage on the official web site of Travel Agent Central, the weekly trade publication offering exclusive information to professionals within the
travel industry. A copy was obtained and forwarded.
Travel Pulse.com (Unique Visitors Per Month: 60,100)
Per media outreach, CIIC secured an April 7 news posting announcing the launch of Privilege Aluxes Resort on TravelPulse.com, an online resource and news hub for travel agents and website for the travel agent trade publication ModernAgent. A copy was obtained and forwarded.
Travel Weekly.com/Mexico eNewsletter (Unique Visitors Per Month: 40,000)
Per CIIC media outreach with Editor Jorge Sidron, Privilege Aluxes Resort, Isla Mujeres was featured in Sidron’s April 8 Mexico eNewsletter that provides readers with the latest travel and destination news. In addition, the coverage was also highlighted on TravelWeekly.com, official web site for the travel industry trade publication. A copy was obtained and forwarded.
The Travelers Journal.com (Unique Visitors Per Month: 10,000)
Per media outreach announcing the launch of the new Privilege Aluxes Resort, Isla Mujeres, CIIC secured coverage April 8 on TheTravelersJournal.com, an online consumer travel guide. A copy was obtained and forwarded.
JetSetters Magazine’s Blog (Unique Visitors Per Month: 650,000)
Per media outreach, CIIC secured coverage of the launch of Privilege Aluxes Resort April 16 on the JetSetters Magazine blog, Jetsettersblog.com. An online e-zine, Jetsetters Magazine is a travel resource for consumers providing news, features and trip planning information on destinations around the globe. A copy was obtained and forwarded.
B. CIIC Secured Media Interest and Pending Press Coverage
From outreach conducted on behalf of press materials disseminated for Privilege Aluxes Resort during the timeframe of February 1 – April 30, 2009, CIIC has secured interest with the following media contacts and continues to communicate with them to develop story angles, schedule individual press trips (as appropriate) and secure coverage:
- Jessica Langan-Peck, Arthur Frommer’s Budget Travel
- Nicole Wong, Boston Globe
- Elizabeth Mateo, Casa Naranja
- Cheri Sicard, FabulousTravel.com
- Maria Lisella, JaxFax Travel Marketing Magazine
- Michael Shapiro, Meetings & Conventions Magazine
- Neal Schwartzburg, OffBeatTravel.com
- Douglas Gordon, Ocean Style Magazine
- Skye Mayring, TravelAge West
- Charlie Gatt, Travel World News
- Jessica Latimer, Wedding Styles Magazine
III. PRESS TRIPS
CIIC Secured and Pending Press Trips
Dawna Robertson, Freelance Travel Writer
CIIC secured a May 13-15 press trip opportunity for Freelance Travel Writer Dawna Robertson to visit Privilege Aluxes Resort during her trip to Riviera Maya and Cancun. Robertson is on assignment for a story to be featured in the trade publication TravelAge West. CIIC is working with Robertson and Privilege Aluxes to coordinate transportation to and from the resort during her visit. In addition, CIIC will determine Robertson’s story angle and arrange for activities during her stay accordingly.
*Due to the recent events in Mexico, Robertson’s trip has been cancelled. Robertson informed CIIC that she will be rescheduling the trip and will be in touch when she has confirmed dates.
Sarah Greaves-Gabbadon, Caribbean Travel+Life
Per media outreach, CIIC secured an individual press visit opportunity with Senior Editor Sarah Greaves-Gabbadon to visit Privilege Aluxes May 22-23. Gabbadon will be visiting other properties in Riviera Maya, but informed CIIC that Caribbean
Travel+Life is doing a 2010 feature story on Isla Mujeres. CIIC is working with Gabbadon and Privilege Aluxes to coordinate transportation to and from the resort during her visit. In addition, CIIC will determine Robertson’s story angle and arrange
for activities during her stay accordingly.
IV. PROMOTIONS / PACKAGES
Welcoming The Whale Sharks 2009
CIIC developed preliminary components for a July package (to run May – June)
offering guests special rates and activities to experience the annual Whale Shark Festival on Isla Mujeres, July 1 – 5. Details have been forwarded to Osmany Garcia for review and consideration.
V. CLIENT RELATIONS
PR Update Meeting
CIIC conducted phone and email correspondence with the Privilege Aluxes Resort to coordinate a PR update meeting between Osmany Garcia and Carolyn Izzo-Feldman while both attending Tianguis. The planned date was for Tuesday, April 28.
Client Communications
CIIC held frequent phone conferences with Osmany Garcia to discuss and review PR items:
- January 23, 2009 – CIIC and Privilege Aluxes held a “Getting Started” conference call to discuss details of the new resort and next steps in the PR campaign.
- February 4, 2009 – CIIC and Privilege Aluxes held a conference call to discuss the opening of the resort and any special rates they will be offering, in order to develop an opening announcement to distribute across CIIC’s media database.
- February 16, 2009 – CIIC and Privilege Aluxes held a conference call to discuss a cost-effective PR plan to raise Privilege Aluxes’ brand visibility. CIIC requested a series of resort photography needed to conduct public relations activities.
- March 10, 2009 – CIIC and Privilege Aluxes held a conference call to discuss current PR initiatives. CIIC also discussed visiting Privilege Aluxes to better understand the resort operations and learn about Isla Mujeres.
- March 30, 2009 – CIIC and Privilege Aluxes held a conference call to discuss current PR initiatives including the development of the launch release, items needed to create a press kit, press trip opportunities, materials for Tianguis and special package development.
- April 17, 2009 – CIIC and Privilege Aluxes held a brief call to discuss pending materials needed to prepare items for Tianguis.
- April 22, 2009 – CIIC and Privilege Aluxes held a brief call to discuss final Tianguis items. CIIC provided talking points on items for Osmany Garcia to discuss at his Tianguis interview with Charlie Gatt. Additionally, CIIC coordinated a meeting between Osmany and Carolyn Izzo-Feldman.
Activities Report
CIIC will continue to provide client with copies of secured press clippings along with monthly activity reports detailing ongoing progress of the PR program. The next activity report will be sent to the attention of Osmany Garcia on May 29, 2009.