Mexico Tourism Launches North American Recovery Campaign

Mexico’s Ministry of Tourism and the Mexico Tourism Board have officially launched their North American recovery campaign in an effort to reactivate the tourism industry. The first part of the three-phase multimedia campaign will start airing this week across television stations throughout the U.S.

The first phase of the three part multimedia campaign, titled “Believe It,” will run for two weeks and will consist of television ads in markets across the U.S. The campaign carries strong, impacting statements and features leaders including U.S. President Barack Obama among other important figures within the political arena.

Phase two, titled “Welcome Back,” reminds Americans of those magical moments that bond them to Mexico, and phase three, a co-op campaign titled “Mexico-It’s Time To Go,” will entice travelers with amazing deals and packages that will be difficult to resist. In all, the campaign reminds everyone that Mexico’s magic hasn’t changed.

The campaign builds on the credibility that the Mexican government has built as a result of the responsibility in which the country’s government handled the recent health crisis. The campaign’s main message to travelers is to welcome them back and remind them that the magic of Mexico hasn’t changed. The campaign will be carried out in three phases, beginning now through the winter season.

Tourism is one of the most important industries in Mexico; revenue generated by tourists reached $13.2 billion in 2008. And, last year Mexico welcomed 22.6 million international visitors –a 5.9 percent increase from the previous year, of which, 18 million were Americans. The campaign will focus on 12 major markets in the United States and six markets in Canada, which combined represent over 80 percent of Mexico’s international tourists. Campaigns for Europe, Asia and Latin America are also planned for a later date.

Source: CaribbeanNewsDigital