Mexico has been in the headlines with an unfortunate set of natural disasters over the past couple of months, but it’s not only ready to receive visitors again in its usual record numbers, it has also been working hard behind the scenes to showcase its diversity and gain new fans.
Ximena de Cordova, PR Executive Coordinator for the Mexico Tourism Board(MTB), recently gave a group of top international travel professionals gathered for the 2017 VIP Summit Los Cabos a look into the MTB’s new global marketing campaign.
The vibrant campaign takes a cue from the entity’s newest slogan, “Mexico: A World of Its Own,” and pays homage to this vast country’s tapestry of destinations, ecosystems, traditions, cuisine, architecture and much more, targeting different segments of the traveling public. The idea behind it is to ignite their passion for new experiences via tailored print material, TV commercials, radio commercial, and online—including an upcoming 360º digital platform that will allow travelers to immerse themselves in a virtual visit.
Not only does it feature well-known destinations such as Cancun, Mexico City and Puerto Vallarta, it also showcases little-known towns and excursions, taking them off the beaten path.
“This campaign and its customized and targeted messages show that we do have something for each of our target markets,” said de Cordova. “Worlds that you thought didn’t exist can be found here.”
Among the productions featured in this campaign are beautifully executed videos that are virtual open letters from Mexico to the world, one country at a time including the US, UK, Korea, Japan, and Australia, among others.
According to de Cordova, the campaign is sending these video letters out to a total of 16 countries. But more than a simple invitation to visit, each video goes further to appeal to the heart and soul of the traveler from each specific country.
“We remembered the different connections we have with other countries and the attraction that already exists between the different nations,” explained de Cordova. “We wanted to create a direct conversation with our markets, so we created this non-traditional campaign.
“Every letter we send, we expect an answer. It’s the beginning of a conversation and an invitation for a direct conversation.”
Traditional connections, shared passions, small details and more are contained within each carefully crafted message, delivered by a voice that purposefully carries with it a Mexican accent.
“We went from ‘Live it to Believe it’ to ‘come experience it’,” said de Cordova. “It’s not a question of when are you coming [to Mexico], but how far will you go.”
For a look at what Mexico has to offer and both build and save itineraries, visit the Mexico Tourism Board’s official website at www.visitmexico.com/en.