International
Mexico Tourism Board Launches North American Ad Campaign
August 17, 2010
Hoping to lure more travelers from the United States and Canada, the Mexico Tourism Board has launched a North American advertising campaign showcasing Mexico's lesser-known attractions, it announced last week.
Featuring the tagline, "Mexico, The Place You Thought You Knew," the new ad campaign's goal, according to the Mexico Tourism Board, is to "arouse the curiosity of travelers by showcasing not only Mexico's renowned beach destinations, but also the natural wonders, cultural riches and hip cities some people may never have though existed in Mexico."
Among the attractions featured in the new ad campaign — which includes print, TV, Internet and outdoor advertisements — are a hilltop church in the central Mexican state of Puebla, a Monarch butterfly in Michoacan and the Mexican colonial town of San Luis Potosi.
"We know that people's lives are incredibly hectic, and vacations are an increasingly important way for them to physically and spiritually rejuvenate," said Mexico Secretary of Tourism Gloria Guevara. "We feel this campaign will do a spectacular job of communicating the lesser-known ways travelers can explore Mexico, and then return home a different person than when they left."
According to the Mexico Tourism Board, the new ads are a significant investment in the North American market; representing a 30 percent spending increase over 2008 — the board's baseline year — they are targeting 50 percent of the North American population with the goal of generating more than three impressions per person.
For more information, or to view the new ads, visit
www.visitmexico.com.