In a post 9/11 world, and in the wake of record setting violence, Tijuana business and civic leaders pioneered a conference and expo in Tijuana to showcase to the world that Tijuana was in the midst of a renaissance. Their purpose was to display the many facets of technology, industry, and culture of Tijuana to the world. The 14 day conference and expo was called Tijuana Innovadora or “T.I.”
The list of guest speakers was long and distinguished including former Vice-President Al Gore, telecommunications giant Carlos Slim, web innovators Jimmy Wales (co-founder of Wikipedia) & Biz Stone (co-founder of Twitter), NASA astronaut Jose Hernandez, Sr. Director for Toyota – Tetsuo “Ted” Agata, Nobel Prize Winner Dr. Mario Molina, and many other scientists, CEO’s, and artists from the Baja California mega-region and in the United States
T.I. needed complete Bi-lingual Media outreach to maintain interest for an international audience. Crossborder worked closely with Baja California’s Secretaria de Turísmo Estatal and their PR partner, Allison+Partners, to develop an online, social media strategy to promote often-overlooked but positive stories about tourism in Baja California’s cities. Also, help was needed to facilitate participation and coverage by international journalists, coordination of logistics & agendas were needed, including interviews with Event Speakers, Tijuana Civic and Business leaders.
Solutions and Results
Brought on board, four weeks prior to the event start date, Crossborder Comunica utilized social media to maintain coverage in English & Spanish. Key facts about Tijuana (“Did you know?”) were needed to be researched & presented to the media, viewers, and online followers. These facts were compiled & posted on Twitter and Facebook feeds. A day to day bilingual WordPress blog was also updated of the daily events. A two man team conducted live Twitter feeds for keynote speakers and linked to T.I.’s Facebook account. Facts about Tijuana were twittered in accordance with speaker themes. Crossborder Comunica coordinated with U.S. journalists & scheduled key speaker interviews in order to promote the 14 day civic event.
The results were obvious: Tijuana Innovadora was a huge success! The international media covered the event and was given a positive and refreshing view of Tijuana. CrossborderBuzz services drove views of more than 1,200 articles and increased followers of SECTURE’s English-language Twitter account (@DiscoverBaja) by over 130%. This led to a greater youth turnout as they volunteered and participated with civic leaders to make it a success. It’s finale was one of the greatest public displays of coordinated dancing, festivity and pride ever achieved in Tijuana and it was broadcast by major news outlets. So successful was Tijuana Innovadora, that a follow up conference and expo is scheduled for October 2012.