Client: Let's Talk Mexico
The Challenge
The hosts of a new Vancouver-based radio talk show, Let’s Talk Mexico, required a complete brand and interactive website designed prior to the show’s launch. The objective of the show was to inform the Canada-wide target audience, through discussions and live interviews, about various topics relating to the “best” places to stay, play and live in Mexico. The weekly radio talk show explored different communities and cultural attractions and discussed the realities and legalities of foreign ownership, including how to both purchase and finance a home.
The website objectives were to garner sponsorship support, leverage partnership programs and serve as a comprehensive resource for the listener audience, all of which had to be completed before the show premiered on AM650 radio in January 31, 2009.
Target Audience
The target audience consist primarily of Canadian baby boomers/zoomers and investors, but includes all ages interested in exploring possibilities for purchasing a first, second, vacation, retirement or investment property in Mexico.
The Solution
A brand with a vibrant tangerine orange and magenta colour scheme was created as a Mexico-inspired palette, and met with a very positive response. This highly-recognizable brand was implemented throughout the website, which was structured, written and designed to capture the spirit of the show’s theme and expand on the information provided on-air. The term “Mexperts” was coined to refer to the show’s hosts.
Results
Many registrants came through the website, which proved to be an invaluable tool for the national listener audience throughout the broadcast season. People across Canada and fans of the show emailed the hosts with compliments on the site content and the show received positive support and sponsorship due to its content quality, thus, the site achieved all of its objectives.
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