Mexico Tourism Board targets Hispanic market

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MEXICO CITY -- The Mexico Tourism Board is planning a multimillion-dollar tourism marketing push aimed at the booming U.S. Hispanic population, two-thirds of which is of Mexican descent.

The campaign will feature television commercials, radio spots and print advertising with the tag line "Conoce a Mexico de la mejor manera ... de vacaciones," which translates to "The best way to visit Mexico is on vacation."

Although the campaign primarily targets Mexican-Americans and Mexicans living in the U.S., the overall goal is to position Mexico as the top vacation destination for all U.S. Hispanics, the Tourism Board said.

The tourism campaign will focus on cities with the highest concentration of Mexicans and Mexican-Americans, including Chicago, Dallas, Houston, Los Angeles and San Francisco, as well as "opportunity markets" like Miami and New York with a large population of other Hispanics.

To contact reporter Jorge Sidron, send e-mail to [email protected].

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