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海滩颜色路
案例简介：旅行社 Destinos 提供结合社会批评的旅游套餐 和真正的便宜货，通过遵循哥斯达黎加的飞行常客的旅行路径 总统路易斯 · 吉列尔莫 · 索利斯 由麦肯 · 圣何塞创建，“像总统一样飞翔” 超过 20 个不同的目的地遵循政治家的国际行程。 2018年5月23日，圣何塞。路易斯 · 吉列尔莫 · 索利斯 (Luis Guillermo sol í s) 在 2014年接任哥斯达黎加总统，自上任以来，他已经出国 30 多次，去过 25 个不同的国家。这导致媒体和该国公民称他为 “旅行总统”。事实上，索利斯比哥斯达黎加历史上任何当选的政治家都多。 这种不寻常的行为导致广告公司麦肯 · 圣何塞与该国最大的旅行社 Destinos (“命运”) 合作，并推出 “像总统一样飞翔” 的促销活动, 它向哥斯达黎加人提供特别旅行优惠，他们就像他们的总统一样，想了解世界各地的不同地方。 竞选活动的核心是一个专门的网站 (www.volacomoelpresidente.com)，该网站随总统议程实时更新; 路易斯 · 吉列尔莫 · 索利斯访问的所有国家都在美洲、欧洲、亚洲和非洲的 20 多个不同目的地提供了旅游优惠。 Twitter feed 允许与总统建立直接沟通渠道 -- 该 feed 宣传了索利斯避免的所有目的地的消息，但这些消息在人权方面处于创新的前沿, 经济学、可持续性和灾害预防。 “由于每个人都认为总统议程更多的是由总统的个人利益而不是他作为国家领导人的职责决定的, 我们希望这个页面成为一个平台，哥斯达黎加人也可以从他的行程中受益，”McCann San jos é 首席创意官 Huelander Escalante 说。“我们还就确实值得总统访问的地方提出了一些建议，因为这些国家的项目和政策可以激励我们的政府，造福广大人民。" 自启动以来，总统后续网站在一个只有 150万人口的国家注册了 400万次访问。相关的 Twitter feed 吸引了 67,000 名追随者，并产生了超过 4,700 条针对总统的推文，使他成为全国热门话题。总的来说，这个像总统一样飞来飞去的话题产生了 130万多次社交媒体互动。 最重要的是，Destinos 旅行社的销售收入增长了 38%，该活动发生在该国的旅游淡季。
海滩颜色路
案例简介：Travel agency Destinos offered tourism packages that combined social critique and real bargains by following travel path of Costa Rica’s frequent-flyer president, Luis Guillermo Solis. Created by McCann San José, the promotion, “Fly Like A President,” offered More than 20 different destinations that followed the politician’s international itinerary. San José, May 23rd, 2018. Luis Guillermo Solís, who took Costa Rica’s presidency in 2014, has travelled abroad more than 30 times, to 25 different countries, since he took office. This led the press and the citizens of the country to call him the “Travelling President”. In fact, Solís has traveled more than any elected politician in Costa Rican history. This unusual behavior led ad agency McCann San Jose to partner with the largest travel agency in the country, Destinos (“Destinies”), and launch the “Fly Like A President” promotion, which offered special travel deals to Costa Ricans who, just like their president, wanted to get to know different places around the world. The centerpiece of the campaign was a dedicated website (www.volacomoelpresidente.com) that was updated in real time with the Presidential agenda; all of the countries visited by Luis Guillermo Solís led to travel offers in more than 20 different destinations in the Americas, Europe, Asia and Africa. A Twitter feed allowed for a direct communication channel with the President – the feed promoted news about all of the destinations avoided by Solís, but that were in the forefront of innovation in terms of humans rights, economics, sustainability and hazard prevention. “Since the presidential agenda was perceived by everyone as being dictated more by the president’s personal interest, rather than his duties as the nation’s leader, we wanted the page to be a platform through which Costa Ricans could also benefit from his itinerary,” said Huelander Escalante, chief creative officer, McCann San José. “We also gave some suggestions of places that indeed deserved the President’s visit, since those countries have programs and policies that can inspire our government and benefit the population at large.” Since launch, the follow-the-President website registered 1.5 million visits – in a country of just four million people. The associated Twitter feed attracted 67,000 followers and generated over 4,700 tweets directed to the president, making him a national trending topic. Altogether, the fly-like-a-President topic generated more than 1.3 million social media interactions. Most importantly, Destinos travel agency sales revenue rose 38% -- and the campaign took place during the country’s travel offseason.
Beach Colors RD
案例简介：旅行社 Destinos 提供结合社会批评的旅游套餐 和真正的便宜货，通过遵循哥斯达黎加的飞行常客的旅行路径 总统路易斯 · 吉列尔莫 · 索利斯 由麦肯 · 圣何塞创建，“像总统一样飞翔” 超过 20 个不同的目的地遵循政治家的国际行程。 2018年5月23日，圣何塞。路易斯 · 吉列尔莫 · 索利斯 (Luis Guillermo sol í s) 在 2014年接任哥斯达黎加总统，自上任以来，他已经出国 30 多次，去过 25 个不同的国家。这导致媒体和该国公民称他为 “旅行总统”。事实上，索利斯比哥斯达黎加历史上任何当选的政治家都多。 这种不寻常的行为导致广告公司麦肯 · 圣何塞与该国最大的旅行社 Destinos (“命运”) 合作，并推出 “像总统一样飞翔” 的促销活动, 它向哥斯达黎加人提供特别旅行优惠，他们就像他们的总统一样，想了解世界各地的不同地方。 竞选活动的核心是一个专门的网站 (www.volacomoelpresidente.com)，该网站随总统议程实时更新; 路易斯 · 吉列尔莫 · 索利斯访问的所有国家都在美洲、欧洲、亚洲和非洲的 20 多个不同目的地提供了旅游优惠。 Twitter feed 允许与总统建立直接沟通渠道 -- 该 feed 宣传了索利斯避免的所有目的地的消息，但这些消息在人权方面处于创新的前沿, 经济学、可持续性和灾害预防。 “由于每个人都认为总统议程更多的是由总统的个人利益而不是他作为国家领导人的职责决定的, 我们希望这个页面成为一个平台，哥斯达黎加人也可以从他的行程中受益，”McCann San jos é 首席创意官 Huelander Escalante 说。“我们还就确实值得总统访问的地方提出了一些建议，因为这些国家的项目和政策可以激励我们的政府，造福广大人民。" 自启动以来，总统后续网站在一个只有 150万人口的国家注册了 400万次访问。相关的 Twitter feed 吸引了 67,000 名追随者，并产生了超过 4,700 条针对总统的推文，使他成为全国热门话题。总的来说，这个像总统一样飞来飞去的话题产生了 130万多次社交媒体互动。 最重要的是，Destinos 旅行社的销售收入增长了 38%，该活动发生在该国的旅游淡季。
Beach Colors RD
案例简介：Travel agency Destinos offered tourism packages that combined social critique and real bargains by following travel path of Costa Rica’s frequent-flyer president, Luis Guillermo Solis. Created by McCann San José, the promotion, “Fly Like A President,” offered More than 20 different destinations that followed the politician’s international itinerary. San José, May 23rd, 2018. Luis Guillermo Solís, who took Costa Rica’s presidency in 2014, has travelled abroad more than 30 times, to 25 different countries, since he took office. This led the press and the citizens of the country to call him the “Travelling President”. In fact, Solís has traveled more than any elected politician in Costa Rican history. This unusual behavior led ad agency McCann San Jose to partner with the largest travel agency in the country, Destinos (“Destinies”), and launch the “Fly Like A President” promotion, which offered special travel deals to Costa Ricans who, just like their president, wanted to get to know different places around the world. The centerpiece of the campaign was a dedicated website (www.volacomoelpresidente.com) that was updated in real time with the Presidential agenda; all of the countries visited by Luis Guillermo Solís led to travel offers in more than 20 different destinations in the Americas, Europe, Asia and Africa. A Twitter feed allowed for a direct communication channel with the President – the feed promoted news about all of the destinations avoided by Solís, but that were in the forefront of innovation in terms of humans rights, economics, sustainability and hazard prevention. “Since the presidential agenda was perceived by everyone as being dictated more by the president’s personal interest, rather than his duties as the nation’s leader, we wanted the page to be a platform through which Costa Ricans could also benefit from his itinerary,” said Huelander Escalante, chief creative officer, McCann San José. “We also gave some suggestions of places that indeed deserved the President’s visit, since those countries have programs and policies that can inspire our government and benefit the population at large.” Since launch, the follow-the-President website registered 1.5 million visits – in a country of just four million people. The associated Twitter feed attracted 67,000 followers and generated over 4,700 tweets directed to the president, making him a national trending topic. Altogether, the fly-like-a-President topic generated more than 1.3 million social media interactions. Most importantly, Destinos travel agency sales revenue rose 38% -- and the campaign took place during the country’s travel offseason.
海滩颜色路
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