Travel Trade Engagement Bolsters Florida’s Appeal to Colombian, Ecuadorian, and Peruvian Travelers

PTG Consulting developed and implemented an integrated sales and marketing strategy targeting the travel industry in Colombia, Ecuador, and Peru to raise awareness and position Florida as a premier travel destination, and increasing the availability of travel products from destinations and attractions outside Miami and Orlando to the market. The strategy consisted of a Florida specialist program, educational webinars, and partnerships with travel trade media. Throughout the year-long campaign, PTG Consulting positioned different Florida destinations in addition to Miami and Orlando, effectively communicating the attractions and experiences that can be enjoyed in all of the Sunshine State's destinations.

• Developed and grew a database of Colombian, Ecuadorian, and Peruvian tour operators by 210%, and Floridian products for sale by 95%
• Held 170+ virtual and in-person meetings to educate trade on the destination and encourage product development and sales
• Developed content for and distributed monthly newsletters to database of over 6,000 trade industry professionals across Colombia, Ecuador, and Peru
• Conducted webinars and in-person seminars, and attended primary tradeshows in each market to train and educate over 3,600 trade professionals
• Negotiated guest of honor appearance for VISIT FLORIDA ANATO's Vitrina Turistica, the largest tourism trade show in Bogota, Colombia and one of the most important in South America
• Developed and managed the first trade mission for VISIT FLORIDA and its' partner Disney Destinations to visit Ecuador and Peru, meeting with over 12 tour operators travel advisors
• Developed and distributed 23 press releases to primary media in all markets, securing over 250 articles
• Arranged multiple individual press trips to Florida, resulting in 118 articles with an estimated Ad/Media Value of US$813,000
• Arranged and hosted a media FAM trip resulting in eight (8) articles for an Ad/Media Value of US$52,000
• Ad/Media value from Leadership Trip (The first commercial mission conducted by 6 CEOs of Florida destinations and the CEO of VISIT FLORIDA outside the US) in Colombia: US$102,582