Company: ZIMAT, Mexico City, Mexico.
Nomination Submitted by: Zimat
Company Description: Zimat is Mexico's leading communications consulting firm with four decades of experience helping Mexican and global companies, civil society organizations, and public institutions build and nurture their reputations. Our team consists of women and men with multidisciplinary experience in reputation and strategic communication.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Events & Observances
 Nomination Title: Aztlan Urban Park
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
January 2022 to the Park Opening Event on March 20th, 2024
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 232 words used.
Bosque de Chapultepec is not only the most important urban forest in Mexico City, but also in Latin America, comprehending twice the size of Central Park. Its significance transcends into an environmental, social, cultural and historical heritage.
One of its main attractions was La Feria de Chapultepec, the main amusement park in the city and home to an iconic rollercoaster. After 60 years of operation, in September 2019, a fatal accident occurred on one of its rides, leading to a shut down.
In 2020, authorities in Mexico City conducted a tender process for the development of an amusement park on the site based on the new city government’s approach: urban social justice and greater environmental and cultural awareness. The Aztlán Urban Park project, spearheaded by the Mota-Engil Mexico construction company, won the tender and began work in June 2021.
Zimat Consultores supported Mota-Engil throughout the development and communication stages of this project, encompassing three major challenges:
- Communicate the park’s concept- A revitalized space from La Feria de Chapultepec – to attract residents and visitors.
- Cultivate trust and safety - Addressing any concerns from both users and the authorities regarding the safety of the park and its attractions, stemming from the fatal accidents that led to the closure of La Feria de Chapultepec.
- Effectively managing information regarding the construction process and promptly providing information, counteracting disinformation, and dealing with criticisms of the project.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 242 words used.
In the Nahuatl language, Aztlan is the legendary place from which the Aztecs are believed to have originated. It represents the center and beginning of everything. To honor this legend, Aztlán Urban Park has been created as a place with which the people of Mexico can identify and where they can meet. Thus, the communication strategy was structured around the concept of democratizing culture, history and entertainment in the cit
Three lines of action were addressed simultaneously:
- Promotion: To effectively communicate information regarding the park's features and visitor experiences.
- Institutional Relations: Coordinated information on the construction and opening of the park was shared with authorities through communication channels.
- Immediate Response: Open fronts and potential questions regarding the demolition and construction of the park were identified and promptly addressed through continuous monitoring and media relations.
A series of events was designed to showcase the various stages of the project's progress to different stakeholders: government, media and neighbors. Emphasis was placed on 2 key messages:
Sustainability Axis: 50% of Aztlán Urban Park surface are green spaces enhancing water harvesting and temperature regulation. The rest uses hydrocrete, a 100% permeable material. Both recollection systems feed the water treatment plant, for restrooms and irrigation systems.
Safety Axis: Communication emphasizes that unlike common practices, all attractions are new and specifically designed for Aztlan. Moreover, Aztlán is national and internationally certified for rides and all operators are trained as paramedics to provide first aid in case of emergencies.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 234 words used.
To meet information requirements and drive expectations surrounding the opening of Aztlán Urban Park, a series of events was designed to showcase the various stages of the project's progress to different stakeholders:
- The groundbreaking ceremony was held with the then Mayor of Mexico City, Claudia Sheinbaum
- Unveiling of the Dolores Olmedo Museum Day of the Dead Altar,
- Repurposed wood exhibition (from the old roller coaster) as part of the 2022 Mextrópoli Expo, the leading architecture and urbanism festival in Latin America
- Site Tours
- Aztlán 360 Ferris Wheel Switch-On Ceremony
- Operational Testing
- Park Opening in March 2024.
More than 158 media outlets covering various sources (city, entertainment, culture, lifestyle, tourism) experienced the different stages of the construction and opening of Aztlán. The articles highlighted the strategic narrative, emphasizing enthusiasm for reclaiming an emblematic space in the city for residents and visitors, generating positive expectations for the upcoming phases of this project.
The communication strategy generated high expectations, and during the first week of opening, Aztlán Urban Park received up to 12,000 visitors per day, surpassing the projected 5,000 visitors (more than 2.4 times the expected number of visitors).
With an investment of USD 238,744 for the 8 events, we reached 2,007,089,884 people, with an ROI Of USD 5,918,503.
A total of 1,985 articles were disseminated via print media, digital portals, radio, television, and social media.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 84 words used.
We are attaching a PDF document that presents a more detailed description of the case, allowing you to read the story as a whole. This document includes comprehensive data, analysis, and insights that support the claims made in this nomination.
Additionally, we include a video that accompanies the case by showing real-life footage of the event, conferences, and media coverage. The video provides a visual of the impact and reach of our efforts, illustrating the tangible results and responses from the audience and stakeholders.
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