"Thank you Materia Gris for doing such a good work in these years together and surely we will keep on reaching more success with their support. I will always think in the importance of having Materia Gris’ support, both personally and professionally."
Alejandro Pérez C, Marketing B2C America Riu Hotels & Resorts
Spain’s renowned hotel chain RIU Hotels and Resorts, wanted to reinforce awareness in the mind of consumers and promote its new Mexican hotels in the US market, especially in California, New York, Texas, Florida, Illinois and New Jersey. As part of the strategy a research into client’s database was performed to establish the sales' origin points and then to increase the area of effect: in order to increase the impact, 66 local newspapers were chosen, since they would allow a more personalized campaign and lower ad costs compared to those of national newspapers; as a result, the brand got 6 million impacts which led to an 85% occupation at the hotels.
