Services: Content, Creative, Design, SEO, Social Media

Expedia.mx and Chef Javier Plascencia Partner on Baja Menu Campaign

Immersive online gastronomic experience drives 35% YoY average organic traffic growth

Background

Expedia.mx sought to reach the Mexican market in a new way that would connect travelers more deeply with their reasons to travel.

The challenge was to create something that would go beyond typical travel content, attracting local and national attention and giving travelers an immersive experience on Expedia.mx.

Strategy

We analyzed the motivations for why people travel to Mexico and it was clear that gastronomy is deeply rooted in the culture and has a natural tie to travel. With this concept in mind, we sought to create alliances with regional experts to provide knowledge of the local cuisine and top places to visit. Most notable was our relationship with world-renowned chef, Javier Plascencia.

In our research, Baja was found to be one of the more prominent up-and-coming food destinations in Mexico and a place Chef Plascencia knows well. We created the concept of a Baja Menu travel guide–an interactive experience that puts travelers in touch with the flavors of this region.  

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Implementation

The PACIFIC team traveled to Baja to film Chef Plascencia as he toured the best places to eat and drink in Tijuana, Ensenada, and Valle de Guadalupe. Also, PACIFIC designed and developed a custom microsite to live on Expedia.mx. The microsite was designed to appear like the sections of a restaurant menu: appetizers, entrées, drinks and desserts.

Each section of the “menu” included a unique video with specific recommendations from the tour, as well as gastronomy information and featured locations. The site also included informational sections about each of the destinations. These pages drove users to engage with Baja Menu as well as encouraged travel to Expedia’s priority markets in Mexico.

Check out the episodes here:

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We promoted Baja Menu on the Expedia.mx social channels as well as through targeted outreach to national and local media, and the gastronomy industry. We also connected with strategic partners who are influential in the food and travel industry in Mexico. These influencers created stories for their audiences around the uniqueness of the Baja food scene and encouraged them to experience more of this region on Baja Menu.

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Results