Case Study in Marketing/Branding: Lagos de Moreno (City)
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Problem/Opportunity:

Tourism to Lagos de Moreno, a lush Mexican city often referred to as the “Athens of Mexico” for its rich heritage of writers and poets, had been stagnant through the 90s and into the 21st Century. In recent years, the city had made numerous attempts to raise its touristic stock, but its results were mixed and fleeting. Then, Lagos de Moreno turned to our Latin American Affairs specialists, Christian Calvillo and Francisco de Jesús, who immediately saw an opportunity.

Solution and Success:

After auditing the city’s media and assessing its past marketing tactics, it was clear their case required a calculated, consistent, and cohesive marketing strategy. In sum, our strategy involved distilling a whole city-brand from Lagos’s heritage, annual events, and tranquil beauty, which we then precisely promoted to a diverse set of opinion leaders in the group we identified to be ripest for Lagos tourism: in-state and interstate 26+ year-olds. These opinion leaders were given exclusive deals and welcomed with regal, consistently branded service at hotspots throughout the city, the city we packaged as their oasis for physical and spiritual renewal. In turn, these satisfied opinion leaders spread the word as their influence maps predicted and, within three months, tourism rose by an estimated 15% (based on travel receipts to Lagos de Moreno). By following the long-term strategic plan our Latin American Affairs team devised, Lagos has managed to maintain these returns ever since.

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