Yolía
Community-driven initiative
Branding, Design & Marketing
YOLÍA is an initiative aimed at generating economic growth and development in Cuernavaca, Mexico, through international tourism from retirees in developed countries.
I was honored to be asked by one of the most prominent community leaders in Cuernavaca to help with this project leading all the communications, marketing, and technological efforts. I started working on the right name for the project and found:
The word YOLÍA means "soul and life" in Náhuatl (Aztek). It represents our mission to restore the soul and life of the local community by offering community-driven unique experiences to foreign tourists.
As the VP of Brand and Marketing for YOLÍA, I was responsible for developing the brand identity, including naming, logo design, and corporate design. I also created the marketing strategy, including social media, video production, PowerPoint presentations, and all the UX/UI design for the website and booking system.
Corporate
Identity
Two audiences, two messages,
two languages, many channels.
.mx
To entice the local communities to create their unique experiences, we need to build a communication strategy starting with a website that is clean, easy to navigate, and filled with all the information and testimonials. That website will also offer the ability to allow the people offering experiences to log in and track their earnings.
Social Media
YOLIA is a community driven project that seeks to engage people from all walks of life in order to create a better future for all. Through the use of social media platforms, we were able to spread the message, connect individuals and generate positive results.
Showcasing testimonials is an essential part of the communication strategy.
Describe your image
Describe your image
Describe your image
Describe your image
Two audiences, two messages,
two languages, many channels.
.us
We built a robust marketing strategy to promote YOLÍA to our core market.
Our pilot program started in Denver where our director lives and was able to deploy a grassroots campaign through the Hispanic Chamber of Commerce, the Mexican Consulate, local AARP, Rotary and Lions Clubs, to name a few.
Videos were created to show the great offerings that YOLÍA has for our visitors through a series of videos (see below).
We created a robust and responsive website where retirees can learn more about the destination, find and book their stays and experiences based on reviews and interests.
This website is also a community platform for them to meet other people that have gone or are planning to go so they can plan a trip together.
Social Media
Again, we deployed a very powerful facebook campaign with organic and paid adds to build awareness.
Describe your image
Describe your image
Describe your image
Describe your image
Advertising
Considering our demographic, we advertise YOLIA in traditional media. Here is an example of an ad published in AARP, AAA, People and other relevant magazines.
We are planning on sending direct mail pieces as well to create awareness.
Other Channels
Understanding the importance of the word of mouth promotion, we will invite key people in the pilot markets to come and enjoy everything that YOLIA has to offer so they can become brand ambassadors and help us spread the word.
Another channel will be traditional travel agencies that will get a commission for every traveler.
Also, we want to establish a refferal program through a Tupper-Ware-Party-style where brand ambassadors will host parties to share experiences and invite other people in their communities to organize and book their travels. For every traveler, the host will get discounts and exclusive experiences.