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 Broadcasts and podcasts As a strategy to ensure maximum exposure and enhance brand awareness and social engagement of recent live streaming events, Canada Beef Mexico and Latin American office (LATAM) identified a qualified audience and hosted six 30-minute live broadcasts on a popular radio station. The station covers Mexico’s northeast states and the broadcasts took place over three months.  The Canada Beef (CB) live stream host conducted interviews with two different guests during each segment. The guests recreated different beef recipes while interacting with the host and the audience. The script also included a segment with a Canadian beef Q&A where the audience was able to listen to the differences between the Canadian grading system and other known systems in the domestic market. There were also special guest spots from CB’s brand ambassadors, personalities and distributors with information about the Canadian cuts available to the Mexican market, sales channels and e-commerce platforms. Each episode focused on a theme such as the history of recipes in the Mexican culture, how to make more informed food choices, sustainability, etc. The LATAM office worked on the development of Spotify and Apple podcasts in order to maintain the connection with consumers after the radio broadcasts. The radio and podcast campaign generated traffic to our social media platforms, reaching an estimated 100,000 listeners. COVID-19 Update Mexico’s known tally of coronavirus cases approached 3.5 million, while the official COVID-19 death toll rose by 699 to 266,849. The accumulated tally now stands at just over 3.49 million, the 15th highest total in the world. Mexico’s death toll, which is considered a significant undercount, is the fourth highest in the world after the United States (U.S.), Brazil and India. There are currently 100,643 estimated active cases in Mexico, a 1% increase compared week over week. Tabasco continues to lead the country in active cases, while Colima ranks second. With more than 18,000 active cases, Mexico City easily has the largest current outbreak in the country but ranks third on a per capita basis with about 200 infections per 100,000 people. The total number of vaccine doses administered in Mexico accounts for 90 million. More than 37.5 million Mexican adults are fully vaccinated while another 22.4 million have had their first dose of a two-shot vaccine. Mexico City remains medium risk yellow on the federal stoplight map. The use of masks is still mandatory for every person in any public space, such as public streets, public buildings and public transportation, as well as commercial establishments or services with general access. Hotels are operating at 80% of their capacity and in their common areas and beach services. Health protocols are in place, denying access to anyone with a body temperature of over 37°C, and/or cough-like symptoms. In general, public beaches, plazas, shopping malls, museums, galleries, theatres, and cinemas are open with restrictions. Restaurants are allowed to operate at 50% capacity with bars and clubs at 25% capacity. Supermarkets, convenience stores, department stores and businesses have a maximum capacity of no more than 75% up to 500 people. Event venues and spaces for social events allow 150 people in indoor spaces and 300 people in open-air spaces. The U.S. border with Mexico remains closed for non-essential travel, including pedestrian crossing until further notice. Back to main page  CLAUDIA HERRERA-BLANC Director of Marketing, Mexico/Latin America |
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