Former employees of Mexico’s tourism board form their own agency to fill the gap left by the disseminated tourism board 


Photo: Skift

Earlier this year, 18 of Mexico’s 21 international tourism offices closed due to budget cuts, including the Los Angeles office. Former staff from this location banded together to form Studio Jungla and they are currently negotiating with regional destinations to continue marketing efforts in Western U.S. driving visitors to Mexico. 

How do budget cuts and shifting tourism funding affect your marketing efforts and how what contingency plans are in place?

Inspiration from Finland’s tourism board

Earlier this year, the U.N. Sustainable Development Solutions Network published its latest annual World Happiness Report, listing Finland as number one for the second year in a row. In response, Finland’s tourism board launched a contest where applicants can “Rent a Finn,” giving winners the chance to book a Finland resident as a tour guide and view the country through a locals’ eyes. Although the contest has since closed, interested visitors can still take a “Test Your Life Balance” quiz on the website and the #rentafinn hashtag is still active. 

How can your DMO breath local life into your marketing campaigns? 

Sonoma County Tourism announced a shift from a Destination Marketing Organization, to a Destination Stewardship Organization


Photo: Sonoma County Tourism

At the latest annual meeting, Sonoma County Tourism confirmed a change in focus for the organization from strictly tourism marketing to destination stewardship, which would promote the sustainable and environmental efforts of the region. These changes will not affect how funds are allocated but simply change the messaging to future travelers that Sonoma County is a place where travelers can enjoy wine country while positively affecting the businesses and protecting the environment.  

Travelers are becoming more aware of the environmental impact of travel. How is your destination or business pivoting to adapt to travelers’ expectations?

Nike’s “Dream Crazy” ad featuring Colin Kapernick won a Creative Arts Emmys


Photo: New York Times 

“Believe in something. Even if it means sacrificing everything.” This was the message emblazoned over the face of NFL star Colin Kaepernick in Nike’s viral “Dream Crazy” ad, which elicited varied and controversial responses. Well, it looks like all the controversy was worth it because Nike’s stock surged in the days following the campaign. What’s more, at the 71st Emmy Awards, “Dream Crazy” took home the Outstanding Commercial Award, beating out popular brands like Netflix and Apple. 

How does your brand translate social issues and current events into brand loyalty, publicity and sales? 

Virgin Voyages reveals cruise line uniforms that are anything but traditional

Richard Branson’s newest venture, Virgin Voyages, is still in the planning stages and the uniform release is just another piece in the unconventional puzzle of the new cruise line. British Fashion Designer Gareth Pugh’s goal was to make them, “modern, luxurious and desirable — to allow the entire crew to look and feel like a million dollars, in keeping with the rest of the experience.” 

How does your brand break boundaries with its latest projects? 

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Sarah Daniel

About the Author, Sarah Daniel

A passionate traveler and a skilled writer, Sarah Daniel joined McCue as an intern and has become an integral part of the team, supporting clients as an Account Coordinator with media research, pitching, writing, social media content development and reporting.  She is a social media savant and enjoys telling client stories through content creation and paid strategies.

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