When CNN started sensationalizing news stories from Mexico for Spring Break and High Season for issues along the boarder of USA and Mexico, it had a negative impact on bookings as consumers were confused geographically
Within a day of the news stories were airing a social media team was on the ground in Mexico and a campaign was launched entitled ‘What’s Really Happening in Mexico?’. Via YouTube a host shared in REAL TIME what was really happening in the tourist areas. Consumers shared in their own words the unfounded safety concerns and how they were having a great time. A map was included in the videos and a blog to assist with geographic perspective of the distance between unaffected areas
The real time reaction quickly quelled the concerns and bookings returned to normal