Sinclair and Ruiz | Our Blog

Sinclair and Ruiz is a consultancy that creates integrated local, national and international marketing strategies


Leave a comment

COVID-19: Business Continuity and Recovery.

The Post-Pandemic Recoverybcp

By Mauricio Ruiz Arnaut.

Most business owners are always thinking about how to improve their business strategies for future eventualities and growth. However, in an uncertain situation like the one we are living in these days, it is almost impossible for everyone to be fully prepared. That does not mean that you cannot take suitable steps to develop systems to improve the existing progression of your business. Although the pandemic is front and centre in most aspects of life and business right now, it is important not to focus all your efforts solely on a COVID-19 related strategy. Take this opportunity to make a plan that will benefit your organization in the long term and provide your customers and clients with enough information to see you as a long-time partner and keep their loyalty. What worked yesterday may not work today, so give them a reason to keep believing in what you have to offer.

 Continuity

Not every business will make it through this crisis. Businesses that will clearly not survive are best to cut their losses as soon as possible to avoid incurring continued and new debt. We have seen this already in several cases across Canada. Organizations that can keep moving forward will need to adapt to renew. Circumstances are not necessarily 100% negative and changes are not necessarily bad if done with the right approach and proper strategy.

It is important to move forward with proven strategies that still apply in post-pandemic operations and revamp them to create that shift that will make your business/industry meet your customer’s new necessities. Focus on strengths that project the adaptability of your business, and pay special attention where you see weaknesses in your operations. At the same time, as noted in a recent Forbes article, do not lose track of small changes that, when strung together, represent an important part of the whole picture.

Implementation

Tourism is an example of a hard-hit industry that continues to respond and adapt amid closed borders and great uncertainty. Rather than focusing energy on trying to prevent existing reservations from being canceled, many destinations and companies have done their best to make sure that reservations were rescheduled for later dates. The message to travelers is that not everything is lost and they will able to take those well-deserved holidays at a later date. The goal is to minimize the loss of revenue and expenses that they have already incurred. At the same time, they are reaching out to their local communities and encouraging people to spend their next holidays, traveling within, to help local economies bounce back.

The events industry has been forced to pivot/experiment with virtual events, to keep educating customers/students/stakeholders with important topics in their field. This does not mean that events, as we know them, will not happen again, but in the meantime, demand for events remains and it needs to be fulfilled.

Communicating

Clients will be searching for businesses they trust and are clear on their practices/values. Communicate empathy to clients and potential clients to show that your company is there to support them and the community. The tone should be relatable and communicate that we are all in this together. Inform clients about any changes that the company has made and any measures taken to support them during a difficult time.

Communication is key in these times and a wide variety of methods should be used. Remember that customers and potential clients/people, in general, are spending more time online, due to social distancing. Be there to connect and support with any information that could be essential to make their buying decisions seem effortless.

 


Leave a comment

Turning 5

As S&R enters its  5th year, we are excited for 2012. How time flies!  It is interesting to look back and  see how far we’ve come.  Considering a few of the highlights, turning 5 means:

  • The company has planned and managed 26 exclusive events on behalf of our clients across Canada, the U.S. and Mexico.
  • We have represented clients at over 35 tradeshows and third party events.
  • S&R staff has been the MC and public speakers at nearly 30 events.
  • S&R has designed and executed nearly 20 individual advertising campaigns including 5 public/private sector coops with the Mexico Tourism Board on behalf of private companies and associations.
  • We’ve launched image, sales and sports campaigns.
  • In terms of PR, the company has coordinated press trips, national T.V. network interviews, provided a spokesperson during radio interviews and participated in crisis management for our clients.
  • The S&R team has provided graphic design services for corporate branding and advertising.
  • We have translated approximately 100 documents including lease agreements, purchase agreements, marketing material, websites, and correspondence, among others. We’ve provided this service for companies from the real estate, tourism, food, mining, and engineering industries doing international business.

We look forward to the continuing our collaboration with clients, partners and service providers. Cheers to the next 5!


Leave a comment

Mexico Engages International Stakeholders at Tourism Convention

Mexican President Felipe Calderon Declares 2011 the year of Mexican tourism; while Mexico’s Tourism Secretary praised national and international stakeholders at National Tourism Convention.

 Vancouver, B.C. – January 25th, 2011- Mexico’s third annual National Tourism Convention kicked-off yesterday in Mexico City. The convention is organized by the Confederation of Mexican Chambers of Commerce (CONCANACO SERVYTUR), presided by Jorge E. Dávila Flores. This year’s event is the first to bring together national and international stakeholders in Mexico’s tourism industry, as well as government, and academia. Special guests include Mexican President Felipe Calderon, Mexico’s Secretary of Tourism Gloria Guevara Manzo and Joint Director for the Mexico Tourism Board Rodolfo Lopez Negrete.  Industry speakers include Royal Caribbean Cruises Vice President of Government Relations for Caribbean, Latin America and Asia Michael Ronan; and Softec Mexico’s Associate Director Gene Towle.

President Calderon declared 2011 the year of Tourism at the convention’s inauguration. The President also announced he would sign a National Tourism Accord in February. These are among several actions that will promote international tourism and investment. The Tourism Secretary noted that Mexico has remained one of the top ten tourist destinations in the world for several years, thanks to all national and international stakeholders. “But we have the potential for further growth…and we recognize it is essential that government, legislators, private sector and academia align efforts towards common actions,” She said.  

 The magnitude of the 2011 convention is the brainchild of Mr. Davila Flores, who as president of CONCANACO SERVYTUR has encouraged positive engagement of tourism-related issues. Mr. Davila Flores promotes the “Let’s speak and act positively for Mexico” slogan. The phrase aims to motivate the nation’s private sector to focus and build on the country’s positive attributes. “We recognize the need to show tourists we can provide safe and certain conditions when they travel to our country,” noted Mr. Davila Flores. Secretary Guevara acknowledged Mr. Davila Flores’ commitment to concrete actions.

The President noted that the Mexican tourism industry grew by 10% in 2010 and that 99.9% of tourists are not affected by violence, but assured the country is working to improve Mexico’s situation. Mr. Davila Flores noted that tourism directly generates 2.5 million Mexican jobs and 5 million indirectly. Canada and the United States represent the largest source of international tourists for Mexico.

 For further information, please contact:

Carolina Ibarra

carolina@sinclairandruiz.com

1-866-836-8797


Leave a comment

S&R to cover Mexico’s National Tourism Convention

The Convention is organized by the National Confederation of Mexican Chambers of Commerce and will take place on January 25th and 26th at the Hilton Hotel in Mexico City.  Featured guests and keynote speakers include, Mexican President Felipe Calderon and Mexico’s Secretary of Tourism Gloria Guevara.

 Vancouver, B.C. – January 24th, 2011-  Sinclair and Ruiz Consulting will provide international public relations services  for Mexico’s the third annual National Tourism Convention. The Confederation of Mexican Chambers of Commerce (CONCANACO SERVYTUR), presided by Jorge E. Dávila Flores,  will host the convention on January 25th and 26th, 2011 in Mexico City.

This year’s event is the first to bring together national and international stakeholders in Mexico’s tourism industry, as well as government representatives, and academia. Special guests include Mexican President Felipe Calderon, Mexico’s Secretary of Tourism Gloria Guevara Manzo and Joint Director for the Mexico Tourism Board Rodolfo Lopez Negrete Coppel.   Industry speakers include Royal Caribbean Cruises Vice President of Government Relations for Caribbean, Latin America and Asia Michael Ronan; and Softec Mexico’s Associate Director Gene Towle; among others.  The Tourism Industry has great expectations for President Calderon’s address  as well as the presentation by the Secretary of Tourism and  Mr. Davila Flores’ address on behalf of the private sector.

The magnitude of the 2011 convention is the brainchild of Mr. Davila Flores, who as president of the National Confederation of Chambers of commerce, has encouraged positive engagement of all tourism-related issues. Among other initiatives, Mr. Davila Flores promotes the “Let’s speak positively about Mexico, because we are all Mexico” slogan among the organization’s members. The slogan aims to motivate the nation’s private sector to focus and build on the country’s positive attributes. Through support for the National Tourism Convention the Confederation of Mexican Chambers shows its commitment to developing concrete actions to back-up the slogan.

S&R is thrilled to collaborate with the Confederation of Mexican Chambers on this high profile event that will influence the international tourism industry.


Leave a comment

Selling a Destination in Less Than Ideal Conditions

Many travel and tourism destinations face challenges because of  the ongoing economic downturn. Others additionally face negative press regarding environmental issues, violence, and civil unrest; as well as misinformation.  Therefore destinations must  constantly evaluate their situations and take the necessary measures required to survive and thrive at any given time. The following are a few points that should be considered:

 New Markets – When a traditional market does not respond, destinations must adapt and reach-out to new markets. While traditional markets should not be ignored or forgotten, destinations need to expand their reach.

 Focus Budgets– It is important to target limited funds on very specific areas. Destinations and private organizations must resist diluting their investments by trying to cover as much market as possible. It is amazing what can be achieved with limited budgets if they are applied effectively and consistently.

 A Balanced Approach – Marketing efforts should be directed to the consumer. Tourism and recreational real estate marketing strategies often rely heavily on third parties such as tour operators, travel agents, and brokers to connect with consumers. Though third parties continue to be essential players, consumers increasingly make purchasing decisions based on their own research and peer reviews. Therefore communicating directly with existing and potential clients is a key element in any successful campaign, as are great customer service and ongoing client care.

Education – Destinations should reach out to consumers and educate them about the competitive advantages of their brand. Inform consumers what the destination offers and clarify misinformation.  In addition, communicate what the destination is doing to correct issues that displease consumers.

Speak the Consumers’ Language – Take into account language and cultural nuances to make sure the message being heard by the market is the one you are trying to transmit.


Leave a comment

Your Mazatlan Brings Events to Regina, Saskatoon and Edmonton

El Cid Real Estate and Walfre Real Estate will bring a taste of Mazatlan to Regina, Saskatoon and Edmonton on October 14, 15 and 16, respectively.

El Cid Real Estate and Walfre Real Estate will kick-off the  “YourMazatlan” campaign in Saskatchewan and Alberta this October. The campaign – which is also sponsored by the Mexico Tourism Board and the State Tourism Board – will provide a platform for Americans and Canadians who travel to Mazatlan to share their experiences. Thus, travelers who are new to the resort can learn about it through their peers; and Snow Birds will have the opportunity to share their thoughts.

The cocktail receptions, organized by Sinclair and Ruiz, will be a social medium for guests to meet new people and learn about wintering in Mazatlan. A brief presentation will discuss cost of living, healthcare and investment in the city. Several prizes will be raffled  – including accommodation at El Cid Resorts. For further information and to register for the events, please visit www.yourmazatlan.com.

If you don’t live in one of the city’s where the cocktail receptions are taking place, check the website after October 18th for promotions open to residents across North America and your opportunity to share your experiences.

About the Hosts:

El Cid was one of the first master- planned resorts in Mexico and now boasts 4 hotels, a gated community, 27-hole golf course, Marina and Country Club in Mazatlan; and hotel resorts in Cancun and Cozumel. El Cid is home to the largest community of Americans and Canadians in Mazatlan and continues to be the most exclusive area in Mazatlan.

Walfre Real Estate is the most respected real estate service in Mazatlan with over 30 years of experience serving Americans and Canadians.  Professional services include: sales and leasing, legal and fiscal consulting, property management and rental referrals, translations and interpreter assistance.

El Cid and Walfre, the two most recognized names for Mazatlan’s luxury real estate, have come together to share Mazatlan with North America. There is no better time to experience Mazatlan.


Leave a comment

Mazatlan Will Build On Successes Of September’s Western Canada Tour

Mazatlan Hotel Association representatives will return to Calgary, Edmonton and Vancouver in October to meet with travel agents and trade media; as well as provide a training seminar to WestJet Vacations reservations staff.

Vancouver, B.C. – September 27th, 2010 – A delegation of Mazatlan’s tourism industry executives and government officials recently concluded a tour of Western Canada within the framework of Mexico Fest and the Addison Travel Trade Shows. In an effort to build on the successes of the September tour, Mazatlan Hotel Association representatives will return to Calgary, Edmonton and Vancouver on October 13, 14, and 15 respectively.

During the recent tour, the delegation met with travel agents and Canadian travel industry partners. “Travel agents and our travel partners were very interested to learn more about Mazatlan’s infrastructure and the new travel circuits we are promoting to the surrounding magical towns,” said Francisco de la Vega Aragon, State Secretary of Tourism.  In response, Mazatlan Hotel Association representatives will host breakfast seminars for travel agents and trade media. The group will also host a training seminar for WestJet Vacations reservations staff.

“Just as our Canadian travel partners have expressed their commitment to Mazatlan as an important holiday destination, we are committed to sharing the best of Mazatlan with Canadians,” Said Julio Birrueta, Director of Marketing for the Mazatlan Hotel Association. “We will continue to work towards strengthening our relationship with the Canadian travel industry.”  For more information about the October events for travel agents and travel media please visit: www.clearingcalendar.ca

About Mazatlan:

Mazatlan is located on Mexico’s Pacific Coast at the foot of the Sierra Madre Mountains. Founded in the 16th Century, Mazatlan possesses one of Mexico’s only seaside historic centers. One in every three travelers that visits Mazatlan is Canadian. The city, State Tourism Board, and the Mazatlan Hotel Association are thrilled to bring a part of Mazatlan to Canada as a preview to the winter season. For more information visit: www.gomazatlan.com


Leave a comment

Mazatlan Concludes Its Western Canada Tour

Francisco de la Vega Aragon, State Secretary of Tourism, led a delegation that invited Canadians to visit Mazatlan and the Copper Canyon.

Vancouver, B.C. – Sept. 22nd, 2010- The Mazatlan delegation concluded its visit to Western Canada this past week. The group of travel industry executives and Tourism Board officials traveled to Vancouver, Edmonton, Calgary, Saskatoon and Winnipeg. The tour took place within the framework of Mexico Fest and the annual Addison Travel Trade Shows; and aimed to promote the Mazatlan and Copper Canyon Getaway.

“Mazatlan’s tourism industry representatives spoke enthusiastically to travel agents and travelers,” Said the State Secretary of Tourism. “Our goal is to encourage Western Canadians to explore the myriad of attractions that the destination offers.”

Mazatlan’s seminars encouraged guests to explore Cosalá and El Quelite – the magical towns that surround Mazatlan, in addition to cultural and historic attractions. Paul Beckman invited guests to participate in the upcoming Sustainable Nature Tourism Symposium & Expo taking place in Mazatlan in December 2010. Mr. Beckman, President of the event’s organizing committee, noted that the expo will bring together universities, entrepreneurs, governments and environmental authorities to discuss the development of sustainable tourism in the region.

Thousands of Canadians travel to Mazatlan each year and many return multiple times to the city known as the Pearl of the Pacific.  Throughout the tour, the delegation expressed the diversity of activities available, which provide new and exciting experiences to Canadians who choose Mazatlan as their holiday destination.

About Mazatlan:

Mazatlan is located on Mexico’s Pacific Coast at the foot of the Sierra Madre Mountains. Founded in the 16th Century, Mazatlan possesses one of Mexico’s only seaside historic centers. One in every three travelers that visits Mazatlan is Canadian. The city, State Tourism Board, and the Mazatlan Hotel Association are thrilled to bring a part of Mazatlan to Canada as a preview to the winter season. For more information visit: www.gomazatlan.com.


1 Comment

Sinclair and Ruiz Will Cover Mexico’s Bicentennial Celebrations in Vancouver

Sinclair and Ruiz is proud to announce our team has been hired to provide PR services during Mexico Fest inVancouver. Mexico Fest, taking place from September 7th to the 17th, is a series of events dedicated to celebrating the 200 year anniversary of Mexico’s independence.  Mexico Fest includes cultural events, a golf tournament, gala dinner, and a Mexican Fiesta with traditional  music and food.

The featured destination for Mexico Fest is Mazatlan. The resort city draws thousands of Canadians to its beaches each year. Mazatlan, known for its rich cultural heritage as well as its attributes as a tourist destination, will be adding its own flavour to the festivities with music and dancers. The city, State Tourism Board, and the Mazatlan Hotel and Motel Association are happy to bring a part of Mazatlan to Vancouver as a preview to the winter season, which is when most Canadians flock south.

The event is organized by the Mexican Consulate in Vancouver with support from the Mexico Tourism Board and the Trade Commisison.

Stay posted for further details, press releases and pictures.

For information contact mauricio@sinclairandruiz.com 1-866-836-8797 Ext.2