THE CHALLENGE

ILTM Americas, organized by Reed Travel Exhibitions, needed to build strong visibility in Latin America, particularly Mexico, to position itself as the premier luxury travel event in the region.

The objectives were to:

  • Increase brand awareness among luxury travel trade and consumer media.

  • Drive editorial coverage that would reinforce ILTM Americas’ leadership in bespoke travel.

  • Manage a bilingual (Spanish-English) PR program that resonated culturally with Latin American journalists.

  • Support media attendance and build strategic media partnerships to amplify event messaging.

THE WORK

Dialogue led a six-month integrated PR campaign that included:

  • Identifying and securing 15 top-tier media attendees from Mexico and Latin America.

  • Developing all bilingual press materials and distributing them to regional and international media.

  • Building and managing media partnerships with key outlets like Travesías, Unique, Travel + Leisure México, Panrotas (Brazil), and TravAlliance (U.S.).

  • Curating a targeted media program on-site, including press roundtables, editorial briefings, and networking events aligned with the event’s luxury positioning.

  • Managing ILTM Americas' Spanish-language social media activity to deepen engagement with Latin American journalists.

  • Handling all real-time media relations during the event, ensuring a positive media experience and maximizing opportunities for organic coverage.

THE RESULTS

  • Secured 93 editorial placements across Latin American and U.S. markets, including coverage in Forbes México, Travel + Leisure México, Robb Report Brazil, Food & Travel México, CNN en Español, El País, O Globo, and others.

  • Generated over 10 million media impressions.

  • Strengthened ILTM Americas’ brand positioning as the leading luxury travel event in the Americas region.

  • Developed long-term relationships with key media partners and journalists, setting a strong foundation for future editions.

  • Elevated ILTM’s social media visibility in Latin America by incorporating Spanish-language X/Twitter engagement for the first time.

  • Received overwhelmingly positive feedback from media attendees on the quality of the event, the organization of the media program, and the personalization of experiences.

Dialogue