Sabores CDMX (Flavours of Mexico City) is a culinary tourism campaign developed by Tourism Mexico City. In order to showcase the most exciting, creative cuisine in contemporary Mexico City, three chefs visit three host city restaurants to serve set menus for three nights to raise awareness of Mexico City as a culinary tourist destination.
Services Provided: Media Relations, Strategic Brand Partnerships, Influencer Engagement, Immersive Experiences
Vancouver was picked a the first Canadian destination for Sabores CDMX — previous host cities were all in the United States. Milk Creative Communications earned the position as agency in market.
With just one month lead time, Milk was tasked with coordination of host restaurants and public dinners, and execution of media relations surrounding the events. Media relations included press releases, individual pitches, a media preview event and small dinners with top tier media and influencers in attendance.
As a result of our efforts, Sabores CDMX earned media coverage across top tier print, television, online and radio outlets. 96 per cent of all earned media coverage and social media posts included campaign key messages. Total impressions for the campaign were 14,786,536.