Escapes Group expands marketing portfolio

22nd Mar 2007

The Escapes Group is creating “Indulgent Escapes - Mexico and Central America” to showcase exclusive experiences that Mexico and Central America has to offer to the affluent travelers.
The program reaches the most discerning travelers in the US, Canada, Europe and Latin America through a comprehensive program. By invitation only, the program will feature only about 60 of Mexico’s most highly regarded hotels, resorts and haciendas.  A total of 100 exclusive resorts will be invited into the program spanning from Mexico throughout Central America.

“Marketing to the luxury travel niche provides an untapped opportunity to stimulate highly profitable travel to Mexico and Central America. To be successful, it’s necessary to have a campaign targeted at high net worth individuals.  The campaign should reach them directly with a comprehensive and multifaceted strategy,” said Emanuel Schreibmaier, President of The Escapes Group. “Indulgent Escapes - Mexico and Central America offers that through integrated efforts of high definition television programming, an alluring coffee table publication, and enticing multimedia website.  For the upscale hotel, resort or hacienda in Mexico and Central America, it’s the perfect supplemental marketing solution.”

Indulgent Escapes - Mexico and Central America is the second regional marketing initiative developed by The Escapes Group after the success of their first program, Caribbean Escapes.  The Caribbean Escapes program currently features 130 of the Caribbean’s most upscale resorts in 22 destinations and includes a very chic coffee table publication, high definition television series, and booking web site.  Caribbean Escapes’ four-plus and five-star resort properties are affiliated with Relais & Chateaux Hotels, Preferred Hotels and Resorts, Mandarin Oriental Hotel Group and The Leading Hotels of the World.  This program has produced bookings from jetsetters from around the world to it’s member properties which include distinguished resorts such as the One&Only Ocean Club-Paradise Island, Bahamas, Sandy Lane - Barbados, Half Moon- Jamaica, Elbow Beach - Bermuda, Raffles Canouan, Four Seasons - Exuma, La Samana - St. Martin, Cap Juluca- Anguilla and others of similar caliber.  Indulgent Escapes - Mexico and Central America will invite the resorts of similar distinction to be a part of the program.

The extraordinary Boutique Hotel “Casa Vieja” in Mexico City was the first property to be accepted into the program. “We were proud to be the first establishment to participate in this exceptional program.  We have reviewed the publication and television programs from the sister program Caribbean Escapes and were very impressed.  Casa Vieja is a boutique hotel offering a special experience for our guests.  We feel that our participation in the Indulgent Escapes - Mexico and Central America program is the perfect opportunity to showcase our unique property to a new audience of affluent travelers” said Luis Fernando Sosa, General Manager of said hotel.

The program has already received enthusiastic support from the travel industry and is endorsed by the Mexico Tourist Board and major hotel companies operating in the region.

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“The business model and concept is quite unique” said Glenn D. Harris, principal and founder of The Escapes Group. “The innovative marketing strategy is designed to provide the affluent consumer with a multiple array of luxury travel options available in Mexico and countries south of the border. We are excited about the opportunity to showcase these beautiful countries to additional affluent travelers who will learn about upscale travel throughout the region.”

Highlights of the program will include a publication, a series of high definition luxury travel television programs, an interactive booking website, as well as print advertising, public relations and targeted celebrity and travel industry marketing efforts.

The focal point of the program, the chic, oversized publication Indulgent Escapes - Mexico and Central America impresses every reader with its 11” x 13” size and with over 300 pages of inspiring photography and editorial.  The Escapes Group is gathering a team of leading travel writers to author the publication.  The experts will know each of the featured Mexican and Central American destinations and about the experience for which the affluent traveler aspires. The publication reveals each destinations renowned landmarks, activities, restaurants, and shops. This is the essential information that the learned reader yearns for and which was previously only available by word-of-mouth. The publication is designed to educate and inspire travelers to experience the good life available during their Mexican and Central American vacation.  The publication, besides being placed in guest room of the featured hotels,resorts and haciendas and VIP lounges, will also be distributed through global subscription sales, cross marketing on the Web site, a high definition television series, as well as sales through leading bookstores, with an initial readership expected of over one million affluent travelers.

In addition, Indulgent Escapes-Mexico and Central America will feature a luxury travel television series. This luxury travel program will include a series of thirteen 30-minute shows focusing on each destination, participating resort, and a selection of unforgettable experiences for the affluent traveler. The show will be produced in High Definition format which is perfect for showcasing a region with its seas, flora, fauna and landscapes full of vibrant colors. Each show visits a Mexican or Central American destination and showcases the destination as well as the featured properties. In addition, the region’s best golf, spa, shopping and dining will be profiled in each program. The series will air widely in the US and other key markets around the world.

A comprehensive Web site will be designed to provide potential guests with an informative and enticing pre-travel research and purchasing experience. The Web site will be marketed through print advertising in travel and lifestyle publications. The Web site will provide extensive information on each participating resort property including room categories, rates, restaurants, available services, as well as editorial content. The visitor will also be able to book her/his vacation instantly. The site will be similar to www.CaribbeanEscapes.com , the sister program of Indulgent Escapes.

“We developed Indulgent Escapes - Mexico and Central America to embrace the opulence of the Mexico and Central America paradise and share these tantalizing options with the affluent traveler. Prior to Indulgent Escapes - Mexico and Central America, information on luxury travel to this region did not exist in one comprehensive program. By combining an impressive publication with a widely aired high definition television series, the program showcases each of the destinations and resorts and inspires the consumer to book their vacation. It’s a perfect solution.” commented Emanuel Schreibmaier, who is the former Senior Vice President of Sales for Sol Meli√° in The Americas, who brings a wealth of marketing expertise in marketing luxury travel, including participation in luxury travel events worldwide as a subject expert.

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