The Mexico Tourism Board is conducting a promotion in Canada and the United States called the "Mexico Taxi Project." The promotion began with an online contest, conducted via Facebook, during which consumers were invited to submit vacation photographs in response to the question, "What does Mexico mean to you?" Three finalists were selected by public voting, after which a judging panel from the board chose the winner. The grand prize was a trip for two to Mexico for New Year's. "It was incredible to see how many photos captured the complexity and diversity of the Mexican landscape," said Gerardo Llanes, chief marketing officer of the Mexico Tourism Board. "We hope these photos will inspire our Facebook fans to visit Mexico to experience our rich history and culture, authentic cuisine and thrilling adventures." The social media campaign will continue into 2012.