MEXICO CITY -- The Mexico City Tourism Authority unveiled plans to
launch a year-long advertising campaign in the U.S., as well as
details of millennium celebrations, a major art exhibit and
renovations to the city's anthropology museum.
The advertising initiative, part of efforts to spotlight Mexico
City as a leisure destination, will kick off in December and run
through November 2000. The campaign, which will include trade and
consumer print ads as well as television spots, will emphasize
special-interest travel and events planned to mark the city's 675th
anniversary, according to Augustin Arroyo, president of the MCTA
and secretary of tourism for Mexico City.
"We are focusing on things like architecture, gastronomy, history,
shopping and religious tourism," Arroyo said. "As the oldest
capital in the continent, a lot of the promotion also will be
centered around festivities for the anniversary March 13 in the
zocolo [the city's main square]," he added.
Events marking the anniversary will be featured throughout the
city from February through November, Arroyo said.
The advertising campaign is one of several initiatives that have
been carried out by the MCTA since its inception in September
This year, the MCTA unveiled a new logo for Mexico City;
introduced a Web site, www.mexicocity.gob.mx, and launched a public
relations campaign that sheds light on the city's assortment of
attractions for the leisure traveler and efforts to ensure tourist
safety throughout the city.
The authority also is spearheading an ongoing familiarization
trip program, designed to give travel agents, tour operators and
the media a first-hand experience of Mexico City.
Arroyo said the MCTA's plans for 2000 include educational
seminars for travel agents and tour operators in markets such as
California, Chicago, Florida, New York and Texas. The authority
also hopes to hold the first Mexico City travel fair next year,
although plans are still on the drawing boards.
For the millennium, Mexico City will host a mitote (Aztec for
big blowout) on Dec. 31 along Paseo de la Reforma, the city's main
thoroughfare. "The event will be like a carnival or Mardi Gras with
dancers, and we are encouraging the local community to get involved
by hosting workshops so they can learn how to put together costumes
and performances," Arroyo said.
The event will offer tourists a nonstop festival environment
beginning at noon with events for children and families and
continuing throughout the day and into the evening with music,
dancing and fireworks.
The MCTA also is promoting an upcoming retrospective exhibit of
the work of Mexican artist Diego Rivera. The exhibit, which will
showcase more than 90 of Rivera's paintings and drawings, will be
held Dec. 17 to March 19 at the Museum of Modern Art.
Improvements in the city's museum infrastructure include a $13
million renovation of the Museum of Anthropology, which is
scheduled for completion in December 2000.
Elements of the renovation will include the addition of 2,000
newly discovered artifacts and the restoration of 23 showrooms. The
project is the first major improvement for the museum, which opened
Meanwhile, work has begun on a $300 million transformation of
the city's historic center. Arroyo said the renovation of the
zocolo, one of the elements of the project, is expected to be
finished next year.