Puerto Vallarta, Jalisco, Mexico – Latitude, the New York based agency that runs the Puerto Vallarta Tourism Board's public relation campaign in the United States and Canada, recently presented the 2013 promotion results to the Fideicomiso's Committee, including its President, Nacho Cadena; Vice President, Marcelo Alcaraz; and the board's Executive Director, Guillermo Ohem.

Headed by President Nathalie Pilovetzky and Account Director Gustavo Rivas-Solis, Latitude’s campaign has delivered an estimated value of $8.5 million USD, with a return on investment of almost $21 USD per dollar spent by the tourism board.

With almost 50 journalists visiting the destination between January and October 2013, feature coverage of Puerto Vallarta included more than 500 articles in the United States and Canada. Pro active media communication was also done via press releases and newsletters, which both show almost double the open rate of the industry standard.

This year also saw nine promotions targeting the niche markets of Adventure, Baby Boomers, Families, Gastronomy, Latinos, LGBT, and Romance, with media backing in outlets such as Afar Magazine, Outside Magazine, Zoomers, International Living, Healthy Aging, USA Today, NBC, Telemundo, Spanish Broadcasting Systems, Out Magazine, Passport Magazine, Xtra!, The Knot, Fifty- Five Plus, Ottawa Weddings, Ottawa Family Living, Profiles of Success, Voyager and Canada's Tourisme Plus Magazine.

Latitude also represented Puerto Vallarta at over 40 events across the United States and Canada, including stops in the Vallarta-Nayarit Road Show, a road show with Apple Vacations, the Oscars, the New York Times Travel Show, and the LGBT Travel Expo, among others.

This month, Latitude was instrumental in organizing a round table hosted by Condé Nast Traveler with 10 presidents and owners of some of the top travel agencies and operators based in New York, such as Valerie Wilson Travel, Bear & Bear Travel, ProTravel Inc, Tzell Travel, Altour Travel, and The Atelier Group.

The agency was also responsible for coordinating promotional events targeting the meetings, incentives, conferences and exhibitions (MICE) industry including destination presentation and exhibit at IMEX, AIBTM and MPI as well as organizing this year’s Vallarta Meetings familiarization trip with the participation of 9 MICE planners.

In 2013 Latitude also ran social media lobbying campaigns that resulted in Puerto Vallarta being named as a Top 10 Mexican Beach Destination and the #1 Spring Break Destination in Mexico by About.com and one of the World's Top 10 Places to Watch the Sunset by the readers of USA Today.