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Mexico Tourism Board breaks new campaign

The Mexico Tourism Board has begun an advertising campaign in Canada and the United States intended to encourage visitors to explore areas of the country beyond its beaches. The print, television, Internet and outdoor ads, developed by JWT, use the tagline, "Mexico, The Place You Thought You Knew." The campaign is aimed primarily at adults between the ages of 35 to 65 with incomes over $75,000. The first set of print ads will run through November. The creative takes the form of images accompanied by questions. One execution depicts a hilltop church along with the copy, "The biggest pyramid in the world? With a church on top?" Another depicts a monarch butterfly with the copy "A place so magical they fly 3,000 miles just to get there. Each year." The television ads present a Mexican vacation as a way to solidify a personal relationship. One commercial shows a group of friends exploring the attractions 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."

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