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Guadalajara Convention & Visitors Bureau

Promoting Culinary Tourism

Download Case Study for Promoting Culinary Tourism
Guadalajara Social Case Study
The Guadalajara Convention & Visitors Bureau wanted to the city to standout in the world of culinary tourism - a niche it had never before dedicated substantial funds towards for direct-to-consumer activities. Guadalajara sought support from PTG Consulting to create a compelling, results-driven 9-month strategy to satisfy this desire, requesting that tactics place a heavy focus on the city's culinary experiences - from street eats to fine dining, new twists on traditional favorites, and more.
Client
Guadalajara Convention & Visitors Bureau
Industry
Tourism
Services
Digital Marketing & Social Media

The Solution

PTG Consulting capitalized on increasing consumer interest in home cooking, a trend sparked by the pandemic, by forming in-depth partnerships with two celebrity chefs to showcase Guadalajara's signature dishes, as well as the city's must-visit restaurants on social media. Pati Jinich - cookbook author, chef, and host of Pati's Mexican Table - and Dennis Prescott - chef and host of Netflix's "Restaurants on the Edge" - were selected to share Guadalajara's top culinary attractions with their audiences through a variety of tactics including Instagram and Facebook Livestreams, short-form videos, direct marketing, contests, and more. This was the first time Guadalajara had engaged with celebrities of any level in the U.S. market.

The Results

  • PTG Consulting created and fully executed a comprehensive digital campaign that met and exceeded all expected deliverables
  • Secured 60 Instagram and Facebook Stories and eight Instagram and Facebook static posts
  • Arranged and secured three IG and Facebook Lives for Pati Jinich to speak with leading Guadalajara chefs
  • Held a giveaway of local Guadalajara cookware that was promoted to Pati Jinich's monthly newsletter of 194,000 subscribers and social media channels, receiving more than 5,000 entries
  • Dennis Prescott created a 45-second Instagram Reel that was promoted to his followers on Instagram and Facebook channels
  • Pati Jinich produced three short-form videos for her YouTube channel's Food Adventure Series
1.7 million+
Total social media impressions
48%
Increase in social media followers (across Facebook and Instagram platforms)
7:1
ROI
300,000+
Online campaign video views
110,000+
Social media engagements
5,000+
Social media sweepstakes entries