MEXICO CITY --
The Mexican Tourism Board (MTB) will kick off an $8.2 million TV,
print and Internet advertising campaign Aug. 16 targeting U.S. and
Canadian travelers. The new campaign replaces the previous Closer
than Ever campaign, which focused on Mexicos geographical and
emotional closeness in the aftermath of 9/11.
Ads for the
general, non-Hispanic market will use the theme, Mexico, Beyond
Your Expectations, while a second set of ads directed more
specifically at the U.S. Hispanic audience for whom English is the
primary language will use the tagline, Regresa a Mexico de la
mejor manera: de vacaciones (Come back to Mexico the best way
possible ... on vacation).
The Beyond Your
Expectations commercials will air on cable channels in select
markets, including Atlanta; Denver; Los Angeles; Miami; New York;
San Francisco; and Sacramento and San Jose, Calif. In a departure
from past MTB campaigns, four distinct ads also will air on
Hispanic TV outlets. These ads are not translations or adaptations
of ads designed for the general U.S. and Canada market but instead
were conceived separately from the start.
Print ads will
appear in magazines such as Conde Nast Traveler, National
Geographic Traveler, and Travel + Leisure while Internet marketing
will include banner ads on Web portals and Internet booking sites
like AOL, Yahoo!, Expedia, and Travelocity.
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