Missão comercial cooperada – Miami, New York e American Airlines

Challenge:
The Miami Convention Bureau has been represented by Imaginadora in Brazil for 6 years, with actions focused on the tourism trade, thus reinforcing the message that the destination is far beyond shopping and beaches. As Miami and NYC are two of the most sought-after destinations by Brazilians, and American Airlines is the airline with the highest number of direct flights to both destinations, one felt the need to promote itineraries combined with free stop over, where passengers who wished to go to Miami and spend a few days in New York would not pay anything for it. The same was thought for the itinerary in the opposite direction stopping earlier in Miami.

Strategy:
A combined action of Miami and NYC destinations, in partnership with American Airlines to promote the free stopover service. An incentive campaign was conducted with the 10 largest operators in São Paulo and the 5 largest operators in Belo Horizonte and Rio de Janeiro to promote sales of this combined package, worth a full trip to Miami and NYC for the operator with the best sales performance.
A roadshow that passed through three Brazilian capitals (São Paulo, Belo Horizonte and Rio de Janeiro) with events and training on how to sell destinations to local operators.

Result:

  • 4 events for Leisure and MICE operators
  • More than 300 professionals trained in sales of destinations
  • More than 100 operators had the opportunity to negotiate and interact with NYC and Miami entrepreneurs during the 4 events