Tijuana Innovadora U.S. Media Relations and Communications Support

Challenge:

Tijuana Innovadora is a biennial, 10-day conference showcasing the best of our binational region with a focus on innovation and cross-border partnerships. Innovadora is noted by leaders in Mexico and the United States as arguably the most important binational event in our region.

To generate event awareness, NST implemented a strategic U.S.-focused public relations plan, which included new collateral that was relevant to a U.S. audience, and coordination of a press conference at San Diego City Hall with Mayor Kevin Faulconer and other key regional leaders.

NST representatives also served on the event advisory committee and coordinated efforts with LEAD San Diego and other local organizations to bring business representatives across the border for Tijuana Innovadora activities.

NST created the conference theme, "Two Countries, One Region, Unlimited Opportunities," which was adopted, along with NST’s design work, for many program elements on both sides of the border, and is still being used to this day.

Representatives from organizations on both sides of the border, including, the San Diego Regional Chamber, San Diego Economic Development Corp., the Tijuana Economic Development Council, Tijuana Innovadora, Tijuana Convention and Visitors Bureau, city and statewide agencies, and numerous English and Spanish language media outlets attended the press conference, resulting in increased awareness on both sides of the border.

Results:

30 U.S. business executives traveled to Tijuana for opening ceremony.

All San Diego-based broadcast stations (English and Spanish language) and U-T San Diego covered the press conference, reaching more than 1 million viewers and readers in both countries.

Event coverage on web-based news outlets, blogs and social media generated another 500,000 impressions.