Who is your client? What are its media goals?
Lisa Ross: Costa Maya, located on [the south of] Mexico's Yucatan peninsula, was among the first ports designed exclusively for the cruise industry. The port was hit hard by Hurricane Dean in late 2007. Our strategy shifted to specifically target the cruise industry and general travel press, keeping them engaged during the recovery and then letting them know when the port was completely back to being a first-class destination.
What made USA Today ...