Mexico Tourism Board IMC 2013 Campaign Book

Mexico Tourism BoardIntegrated Marketing Communication Campaign

CONTENTS

Situation Analysis

Campaign Strategy

Creative Plan

Media Plan

Sources

Kaely Levy | Research Director

Jordyn Eisenpress | Account Director

Jordyn Heller & Elisabeth Grisa | Creative Directors

Julia Birkinbine | PR Director

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26

43

PR & Promotion

Max Simon | Media Director64

72

89

SITUATION ANALYSISKaely Levy | Research Director

Company Background & History

The Mexico Tourism Board, legally known as Consejo de Promocion Trusitica de Mexica, was created in 1999 to design and operate the country’s tourism promotion strategy (The Global Road Warrior). Poverty in Mexico is widespread. Over 40% of the population lives below the poverty line. The tourism industry and remittances from abroad contrib-ute to the Mexico economy.

The Mexico Tourism Board is entrusted to coordinate, design and develop the national and international strategies for tourism promotion for Mexico. It promotes the desti-nations and activities that Mexico has to offer as well as Mexico’s natural and cultural locales. Board’s marketing plan is focused on specialization, consistency, joint efforts, IDYRUDEOH�LPDJH��VWLPXODWLQJ�GHPDQG�DQG�GLYHUVLÀHG�PDUNHWLQJ��´0LQWHOµ��

Tourism generates employment, spurs regional development, and spreads information and Mexico’s cultural and natural attractions.

�� 7RXULVP�DFFRXQWV�IRU�PRUH�WKDQ��RI�0H[LFR·V�*'3�� 7RXULVP�DFFRXQWV�IRU�PRUH�WKDQ��RI�GLUHFW�DQG�LQGLUHFW�HPSOR\PHQW�� 0H[LFR�UDQNV�DV�QXPEHU��LQ�WKH�ZRUOG�IRU�YLVLWV�E\�IRUHLJQ�WRXULVWV�� 0H[LFR�UDQNV�DV�QXPEHU��LQ�WHUPV�RI�HDUQLQJV�IURP�WRXULVP�� 7KH�QXPEHU�RI�WRXULVWV�ZKR�YLVLWHG�0H[LFR�LQ��LV�HVWLPDWHG�WR�KDYH�EHHQ�� PLOOLRQ��ZKLFK�LV�D��LQFUHDVH�IURP�WKH�SUHYLRXV�\HDU�� ,QWHUQDWLRQDO�YLVLWRUV�VSHQG�DSSUR[LPDWHO\��ELOOLRQ�GROODUV�ZKHQ�WKH\�WUDYHO�WR��0H[LFR��´0H[LFR�µ��

According to the Mexico Tourism Report, multiple attractions and good weather are driving strong investment. Unfortunately, the increasing number of murders has resulted in negative travel advisories being used by foreign governments. The Mexican govern-PHQW�LV�FRPPLWWHG�WR�SURPRWLQJ�WRXULVP�DV�D�SULRULW\��´0H[LFRµ��

5

SITUATION ANALYSIS

Industry Trends

Economically, Mexico is close to the United States and it’s membership in NAFTA (between Canada, the US and Mexico) gives Mexico important advantages (Global Road Warrior). Trade with North America has nearly tripled since 1994 when Mexico joined NAFTA. The Mex-ican economy is dependent on exports to the United States, which account for about 90% of its total exports. Since 1996, the Mexican economy has been on the increase because of government reforms that have attracted foreign investors and stimulated industry (Mint-HO��3RVLWLYH�HFRQRPLF�SHUIRUPDQFH�LQ�0H[LFR�ERRVWHG�WRXULVP�GXULQJ��0H[LFR·V�*'3�UHDFKHG��ZKLFK�UHÁHFWHG�LQ�D�JHQHUDO�LQFUHDVH�LQ�VSHQGLQJ��7UDYHO�DQG�7RXULVP�LQ�0H[LFR��Mexico is endowed with substantial natural resources and is a major oil producer and export-er. As a result of Mexico joining NAFTA and being economically liberated, Mexico has under-gone a profound economic transformation (Country Review Mexico).

7KH�SUHVLGHQWLDO�HOHFWLRQV�LQ��EURXJKW�D�SRVLWLYH�RXWORRN�IRU�WRXULVP��(QULTXH�3HQD�1HLWR��of the Institutional Revolutionary Party) was elected president. He announced a security strat-egy that could improve the country’s security situation. (Travel and Tourism in Mexico). The Mexican government makes an effort to protect United States citizens. It also wants to focus RQ�GLYHUVLÀFDWLRQ�E\�SURPRWLQJ�D�EURDGHU�UDQJH�RI�WRXULVP�SURGXFWV�DLPHG�DW�DWWUDFWLQJ�D�QHZ�EUHHG�RI�JOREDO�FRQVXPHUV��1HYDHU��7KH�JRYHUQPHQW�LV�IRFXVHG�RQ�LPSURYLQJ�LQ-frastructure, which is likely to aid the overall business environment long term. This would make 0H[LFR�D�PRUH�DWWUDFWLYH�ORFDWLRQ�IRU�IXWXUH�IRUHLJQ�LQYHVWPHQW�LQÁRZV�EXW�HGXFDWLRQ�LV�D�weakness (Mexico Tourism Report). The government is keen on promoting diversity and niche areas (Mintel). The number of travelers increased and companies offered very attractive packages to travel to Mexico. Companies encouraged travelers to shop online by offering discounts on online transactions (Travel and Tourism in Mexico). Mexico’s hotel industry is en-joying a boom in investment from major international hotel chains. (Mexico Tourism Report). Mexico’s well-developed tourist infrastructure and expanding hotel industry mark it out as a market with major potential in the coming years.

Recently implemented policies on visas showed huge results for Mexico tourism. The Mexico 7RXULVP�%RDUG�OLVWV�WKHLU�YLVD�SROLF\�SURYLVLRQV�DV��´7RXULVWV��EXVLQHVV�WUDYHOHUV�DQG�LQGLYLGXDOV�LQ�WUDQVLW��WUDYHOLQJ�WKURXJK�0H[LFR�WR�DQRWKHU�FRXQWU\��RI�DOO�QDWLRQDOLWLHV�ZKR�FXUUHQWO\�UHTXLUH�a Mexican visa and are in possession of a visa issued by the United States of America, can enter Mexico at any established border crossing point or port of entry with a passport from their country of origin. They will not need to present a Mexican visa, although Mexican visas FRQWLQXH�WR�EH�YDOLG�GRFXPHQWV�IRU�HQWHULQJ�0H[LFR��,Q�DOO�FDVHV��WKH�GRFXPHQWV�µ��´7RXULVWV��EXVLQHVV�WUDYHOHUV�DQG�LQGLYLGXDOV�LQ�WUDQVLW�RI�DOO�QDWLRQDOLWLHV�ZKR�FXUUHQWO\�UHTXLUH�D�0H[LFDQ�YLVD�DQG�ZKR�DUULYH�LQ�0H[LFR�RQ�ÁLJKWV�IURP�WKH�86$�DQG�DUH�QRW�FRYHUHG�E\�WKH�SURYLVLRQV�of the preceding paragraph, can enter the country by presenting their valid, unexpired pass-SRUW�DQG�WKHLU�ERDUGLQJ�SDVV�WR�WKH�LPPLJUDWLRQ�RIÀFHU��7KH�ERDUGLQJ�SDVV�PXVW�VKRZ�WKDW�WKH�SDVVHQJHU�DUULYHG�LQ�0H[LFR�RQ�D�ÁLJKW�IURP�WKH�86$��´0H[LFRµ��

6

SITUATION ANALYSIS

0H[LFR�KDV�H[FHOOHQW�EHDFKHV��JRRG�VXUÀQJ�FRQGLWLRQV�DQG�D�ULFK�FXOWXUDO�KHULWDJH��Mexico is one of the world’s top destinations for cruise liners. Mexico is one of Latin $PHULFD·V�ODUJHVW�DQG�PRVW�SRSXODU�WRXULVP�PDUNHWV��EHQHÀWLQJ�IURP�LWV�SUR[LPLW\�WR�WKH�United States and its well-developed infrastructure (Mexico Tourism Report).

Over the last few decades, there has been an increase in tourism. Hotels and resorts are catering to the needs of tourists focusing on budgets. Recent developments in technology have made tourism more affordable. The World Tourism Organization pre-dicts that international tourism will continue growing at the average annual rate of 4%.

The US tourism market has been slowing down in recent years due to economic re-FRYHU\��UHFHVVLRQ�LQ��$IWHU�WKH�6HSWHPEHU��WK�WHUURULVW�DWWDFNV��$PHULFDQV�KDYH�been nervous of foreign travel. Today, there continues to be concerns about securi-ty when traveling, which is why the tourism market isn’t increasing. Pressure on travel budgets has increased travel to more economical destinations.

7

Industry Trends (continued)

SITUATION ANALYSIS

$FFRUGLQJ�WR�86$�7RGD\��WKH�WRS�ÀYH�UHDVRQV�IRU�YLVLWLQJ�0H[LFR�LQFOXGH�EHDFKHV��food, its affordability, culture and history (Rivers). Tourists travel to Mexico for several reasons including relaxation, visiting family or friends, work, for cultural reasons, reli-gious reasons, a social event, etc. Mexico is being promoted as an ideal location for everything from adventure travel to media tourism (Wentz).

6LPPRQV��6LPPRQV�2YHUYLHZ��KDV�PDGH�LW�SRVVLEOH�WR�JDWKHU�LQIRUPDWLRQ�RQ�ZKR�has traveled to Mexico. I have looked at different demographics, psychographics, lifestyles, buying behaviors to determine who is typically taking a trip to Mexico. The ÀQGLQJV�DUH�DV�IROORZV�

Consumer Analysis

8

Demographics

GENDER: Both male and female

AGE: ��\HDUV�ROG��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�\RX�DUH��\HDUV�ROG��2I�DOO�WKDW�KDYH�KDG�WDNHQ�DQ\�WULS�WR�0H[LFR��DUH��\HDUV�ROG��2I�DOO�WKDW�DUH��\HDUV�ROG��KDYH�KDG�DQ\�WULS�WR�0H[LFR��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHU-DO�SRSXODWLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�\RX�DUH��\HDUV�ROG��2I�DOO�WKDW�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR��DUH��\HDUV�ROG��2I�DOO�WKDW�DUH��\HDUV�ROG��KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR��

RACE:�1RW�$VLDQ��%ODFN��:KLWH��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSX-lation to have taken any trip to Mexico if you are some other race (not Asian, %ODFN��:KLWH��2I�DOO�WKDW�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR��DUH�VRPH�RWK-HU�UDFH��2I�DOO�WKDW�DUH�VRPH�RWKHU�UDFH��KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�Mexico if you are not white or black. Of all that have taken any trip to Mexico, ��DUH�QRW�ZKLWH�RU�EODFN��2I�DOO�WKDW�DUH�QRW�ZKLWH�RU�EODFN��KDYH�WDN-en any trip to Mexico.)

EDUCATION: &RPSOHWHG�FROOHJH��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�population to have had any trip been to Mexico if you have completed col-OHJH��2I�DOO�WKDW�KDYH�KDG�DQ\�WULS�WR�0H[LFR��KDYH�FRPSOHWHG�FROOHJH��2I�DOO�WKDW�KDYH�FRPSOHWHG�FROOHJH��KDYH�KDG�DQ\�WULS�WR�0H[LFR��

MARITAL STATUS: 3UHVHQWO\�PDUULHG��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�population to have had any trip been to Mexico if you are presently married. 2I�DOO�WKDW�KDYH�KDG�DQ\�WULS�EHHQ�WR�0H[LFR��DUH�SUHVHQWO\�PDUULHG��2I�all that are presently married, 10.9% have had any trip been to Mexico.)

EMPLOYMENT STATUS: (PSOR\HG�IXOO�WLPH��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQ-eral population to have had any trip been to Mexico if you are employed full WLPH��2I�DOO�WKDW�KDYH�KDG�DQ\�WULS�WR�0H[LFR��DUH�HPSOR\HG�IXOO�WLPH��2I�DOO�WKDW�DUH�HPSOR\HG�IXOO�WLPH��KDYH�KDG�DQ\�WULS�WR�0H[LFR��<RX�DUH��more likely than the general population to have had any trip to Mexico if you are employed part time.)

SITUATION ANALYSIS

9

Demographics

HOUSEHOLD INCOME: +RXVHKROG�LQFRPH�RI��RU�PRUH��<RX�DUH��PRUH�OLNHO\�than the general population to have had any trip been to Mexico if you have a house-KROG�LQFRPH�RI��RU�PRUH��2I�DOO�WKDW�KDYH�KDG�DQ\�WULS�WR�0H[LFR��PDNH��RU�PRUH��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�trip been to Mexico if you have a household income of $40,000 or more. Of all that have KDG�DQ\�WULS�WR�0H[LFR��KDYH�D�KRXVHKROG�LQFRPH�RI��RU�PRUH��

OCCUPATION: 0DQDJHPHQW�%XVLQHVV��)LQDQFLDO�2SHUDWLRQV�RFFXSDWLRQ��<RX�DUH��more likely than the general population to have had any trip to Mexico if you are MGMT/%XVLQHVV��)LQDQFLDO�2SHUDWLRQV��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�have had any trip been to Mexico if you’re sales.)

PARENT/GUARDIAN:�1R�FKLOGUHQ��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�have had any trip to Mexico if you have no children. Of all that had their last been to 0H[LFR��KDYH�QR�FKLOGUHQ�

SITUATION ANALYSIS

Lifestyles

2ZQ�D�YDFDWLRQ�RU�ZHHNHQG�KRPH��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXOD-tion to have had any trip been to Mexico if you own a vacation or weekend home.)

+DYH�D�YDOLG�SDVVSRUW��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�had any trip been to Mexico if you have a valid passport. Of all that have had any trip EHHQ�WR�0H[LFR��KDYH�D�YDOLG�SDVVSRUW��

%RRN�WULSV�RQOLQH��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�trip been to Mexico if you book trips online. Of all that have had any trip to Mexico, ��ERRN�WULSV�RQOLQH��

8VH�D�WUDYHO�DJHQW��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�any trip been to Mexico if you use a travel agent.

7UDYHO�IRU�EXVLQHVV�RU�SOHDVXUH��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�WULS�WR�0H[LFR�LI�\RX�WUDYHO�IRU�EXVLQHVV�RQO\��<RX�DUH��PRUH�OLNHO\�WR�KDYH�KDG�DQ\�WULS�EHHQ�WR�0H[LFR�LI�\RX�WUDYHO�IRU�EXVLQHVV�DQG�SOHDVXUH��<RX�DUH��more likely to travel to Mexico if you travel for vacation.)

7DNH�FUXLVH�VKLS�YDFDWLRQV��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXOD-tion to have taken any trip to Mexico if you have taken a cruise ship vacation in WKH�ODVW��\HDUV��2I�DOO�WKDW�KDYH�WDNHQ�D�FUXLVH�VKLS�YDFDWLRQ�LQ�WKH�ODVW��\HDUV��

10

SITUATION ANALYSISAttitudes

,QWHUQHW�KHOSV�\RX�SODQ�DQG�ERRN�WUDYHO��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�population to have had any trip to Mexico if the Internet helps you plan and book WUDYHO��2I�DOO�WKDW�KDYH�KDG�DQ\�WULS�WR�0H[LFR��DJUHH�WKDW�WKH�,QWHUQHW�KHOSV�them plan and book travel.)

Would be willing to make travel arrangements through a company you never heard RI��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�WULS�EHHQ�WR�Mexico if you would be willing to make travel arrangements through a company you have never heard of.)

/LNH�WR�JR�RQ�YDFDWLRQ�ZKHUH�DFWLYLWLHV�DUH�RUJDQL]HG�IRU�\RX��<RX�DUH��PRUH�OLNH-ly than the general population to have had any trip been to Mexico if you like to go on vacation where activities are organized for you. Of all that like to go on vacation where activities are organized for them, 10.9% have had any trip to Mexico.)

7U\�WR�JR�VRPHZKHUH�GLIIHUHQW�IRU�YDFDWLRQ�HYHU\�WLPH��<RX�DUH��PRUH�OLNHO\�WKDQ�the general population to have had any trip been to Mexico if you try to go some-ZKHUH�GLIIHUHQW�IRU�YDFDWLRQ�HYHU\�WLPH��2I�DOO�WKDW�KDYH�KDG�DQ\�WULS�WR�0H[LFR��try to go somewhere different for vacation every time.)

/LNH�WR�WUDYHO�WKH�XQEHDWHQ�SDWK��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�to have had any trip been to Mexico if you like to travel the unbeaten path.)

:KHQ�\RX�QHHG�LQIRUPDWLRQ�WKH�ÀUVW�SODFH�\RX�ORRN�LV�WKH�,QWHUQHW��<RX�DUH��PRUH�likely than the general population to have had any trip to Mexico if when you need in-IRUPDWLRQ�WKH�ÀUVW�SODFH�\RX�ORRN�LV�WKH�,QWHUQHW��2I�DOO�WKDW�KDYH�KDG�DQ\�WULS�WR�0H[L-FR��ZKHQ�WKH\�QHHG�LQIRUPDWLRQ�WKH�ÀUVW�SODFH�WKH\�ORRN�LV�WKH�,QWHUQHW��

Leisure Activities

� Attend dance performance � Attend comedy club� Casino gambling� Cook for fun� Attend live theatre� Go to bars/nightclubs� Visit museums� Go to beaches/lakes

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SITUATION ANALYSIS Leisure Activities (continued)

�<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�WULS�EHHQ�WR�0H[LFR�LI�DWWHQGHG�D�GDQFH�SHUIRUPDQFH�LQ�WKH�ODVW��PRQWKV��<RX�DUH��PRUH�likely than the general population to have had any trip been to Mexico if attended FRPHG\�FOXE�LQ�WKH�ODVW��PRQWKV��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXOD-tion to have had any trip been to Mexico if you have been casino gambling in the last ��PRQWKV��2I�DOO�WKDW�KDYH�DQ\�WULS�WR�0H[LFR��KDYH�EHHQ�FDVLQR�JDPEOLQJ�LQ�WKH�ODVW��PRQWKV��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�WULS�EHHQ�WR�0H[LFR�LI�LQ�WKH�ODVW��PRQWKV�FRRNHG�IRU�IXQ��<RX�DUH��PRUH�OLNHO\�than the general population to have had any trip been to Mexico if attended live the-DWUH�LQ�WKH�ODVW��PRQWKV��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�WULS�EHHQ�WR�0H[LFR�LI�LQ�WKH�ODVW��PRQWKV�ZHQW�WR�D�EDU�QLJKWFOXE��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�WULS�EHHQ�WR�0H[LFR�LI�LQ�WKH�ODVW��PRQWKV�YLVLWHG�PXVHXPV��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXOD-WLRQ�WR�KDYH�KDG�DQ\�WULS�EHHQ�WR�0H[LFR�LI�LQ�WKH�ODVW��PRQWKV�ZHQW�WR�D�EHDFK�ODNH�

Vacation Activities

�� Like to do water sports on vacation�� Like to boat on vacation�� Like to play golf on vacation�� /LNH�WR�ÀQH�GLQH�RQ�YDFDWLRQ

<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�DQ\�WULS�EHHQ�WR�0H[LFR�LI�\RX�OLNH�WR�GR�ZDWHU�VSRUWV�RQ�YDFDWLRQ��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�DQ\�WULS�EHHQ�WR�0H[LFR�LI�\RX�OLNH�WR�ERDW�RQ�YDFDWLRQ��<RX�DUH�60% more likely than the general population to have had any trip been to Mexico if \RX�OLNH�WR�SOD\�JROI�RQ�YDFDWLRQ��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�WULS�EHHQ�WR�0H[LFR�LI�\RX�OLNH�WR�JR�WR�WKH�EHDFK�RQ�YDFDWLRQ��<RX�are 46% more likely than the general population to have any trip been to Mexico if \RX�OLNH�WR�ÀQH�GLQH�RQ�YDFDWLRQ�

�� Conde Nast Traveler�� American Way (American Airlines)�� Sky (Delta Airlines)�� National Geographic Traveler

Magazine Reading

12

SITUATION ANALYSIS Magazine Reading (continued)

<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�\RX�UHDG�ORRN�LQWR�&RQGH�1DVW�7UDYHOHU��2I�DOO�WKH�UHDG�&RQGH�1DVW�7UDYHOHU��KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�to have taken any trip to Mexico if read/look into American Way (American Airlines). 2I�DOO�WKDW�UHDG�$PHULFDQ�:D\��KDG�WDNHQ�DQ\�WULS�WR�0H[LFR��<RX�DUH��more likely than the general population to have taken any trip to Mexico if you read/ORRN�LQWR�6N\��'HOWD�$LUOLQHV��2I�DOO�WKDW�UHDG�6N\��KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�you read/look into National Geographic Traveler. Of all that read National Geographic 7UDYHOHU��KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�

Newspaper Reading

�� The Wall Street Journal�� USA Today�� 1HZ�<RUN�7LPHV

<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�\RX�UHDG�7KH�:DOO�6WUHHW�-RXUQDO��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXOD-WLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�\RX�UHDG�86$�7RGD\��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�\RX�UHDG�WKH�1HZ�<RUN�Times.

According to a CNN article, popular tourist spots have been largely removed from drug vio-lence. In most of central and southern Mexico, drug violence isn’t on the radar of daily life (Reid). According to a NBC article, violent crimes targeting tourists in Mexico are uncommon and criminals in Mexico are not that much different from any other major city on the planet (Mohn).

$PRQJ�WKH�86�SRSXODWLRQ�RI��PLOOLRQ�FLWL]HQV��RQO\��KDYH�SDVVSRUWV��7KH�86�RXWERXQG�WRXULVP�PDUNHW�KDV�EHHQ�VORZ�UHFHQWO\�EHFDXVH�RI�HFRQRPLF�UHFRYHU\��$IÁXHQW��HGXFDW-ed individuals are the ones traveling. Leisure travel is the most common type of travel when Americans are overseas. Mexico and Canada are the most visited overseas destinations from the United States because they are close and affordable to reach. Almost half of all outbound tourism is accountable to Mexico and Canada.

Competitive Analysis

13

SITUATION ANALYSIS

0H[LFR�LV�WKH�OHDGLQJ�RXWERXQG�GHVWLQDWLRQ�IRU�86�FLWL]HQV��2YHU��PLOOLRQ�$PHULFDQV�YLVLW�Mexico each year for sunshine, beaches, and cultural assets. Canada attracted 11.6 million Americans. The rising costs of traveling have forced many to go elsewhere or stay home. Ris-ing airfares have plagued Canadian tourism industry as well as the high airport fees and taxes LQÁDWLQJ�WUDYHO�SULFHV��6LQFH�8QLWHG�6WDWHV�OHLVXUH�WRXULVWV�HQMR\�WKH�KRW�FOLPDWHV�DQG�EHDFKHV��traveling to the Caribbean is easy. The four most visited countries are the Dominican Repub-OLF��-DPDLFD��3XHUWR�5LFR�DQG�WKH�%DKDPDV��$FFRUGLQJ�WR�86$�7RGD\��EHQHÀWV�RI�WRXULVP�LQ�the Caribbean include their beaches and natural resources. Tourism greatly helps the Carib-EHDQ�HFRQRP\��/RRNLQJ�DW�6LPPRQV��6LPPRQV��GDWD�KHOSHG�GHWHUPLQH�ZKHUH�FRQVXP-ers are traveling if they aren’t going to Mexico. Overall, those who are traveling to Mexico for vacation are also more likely to travel to the Caribbean:

��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�WULS�WR�� Mexico if you had any trip to the Dominican Republic. Of all that had any trip to � ��WKH�'RPLQLFDQ�5HSXEOLF��KDG�WUDYHOHG�WR�0H[LFR� ��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�WULS�WR Mexico if you had any trip to other Caribbean countries. Of all that had any trip � ��WR�RWKHU�&DULEEHDQ�FRXQWULHV��KDG�WUDYHOHG�WR�0H[LFR� ��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�WULS�WR�� Mexico if you had any trip to the Bahamas. Of all that had any trip to the Baha � ��PDV��KDG�DQ\�WULS�WR�0H[LFR�

Competitive Analysis (continued)

Positives Negatives Package Discount – Price (Expedia)

Mexico ��&ORVH�WR�WKH�86��([FHOOHQW�EHDFKHV��0XOWLWXGH�RI�H[SHULHQFHV�to offer�:HOFRPLQJ��LQWHUDFWLYH��engaging

��6ZLQH�)OX�HSLGHPLF��'UXJ�ZDU�YLROHQFH��(FRQRPLF�UHFHVVLRQ�

��QLJKWV�DW�WKH�)LHVWD�$PHULFDQD�*UDQG�&RUDO�%HDFK�&DQFXQ�5HVRUW��6SD��ÁLJKWV� ��QLJKWV�DW�+RWHO�+DFLHQGD��ÁLJKWV� ��

DominicanRepublic

��:KLWH�VDQG�EHDFKHV��)RXU�ZKHHO�GULYH�WRXUV��cave visits, boat trips, day spas��0RUH�WR�GR�WKDQ�MXVW�beaches

��(DUWKTXDNHV��&KROHUD��7UDQVSRUW�LQIUDVWUXF-ture

��QLJKWV�DW�WKH�7RUWXJD�%D\�+RWHO��URXQG�WULS�WLFNHWV�� QLJKWV�DW�3OD]D�5HDO�5HVRUW��ÁLJKWV� ��

Bahamas ��3UR[LPLW\�WR�WKH�86��$OO�LQFOXVLYH�UHVRUWV

��1DWXUDO�GLVDVWHUV��6HFXULW\�DOHUWV��*OREDO�UHFHVVLRQ��'R�QRW�IRVWHU�PXFK�public engagement

��QLJKWV�DW�WKH�2QH��2QO\�2FHDQ�&OXE��ÁLJKWV�� QLJKWV�DW�2UFKDUG�*DUGHQ�+RWHO��ÁLJKWV��

Jamaica ��%HDFKHV��5LFK�FXOWXUDO�KHULWDJH��$OO�LQFOXVLYH�KRWHOV��+LNLQJ��FDYLQJ

��9LROHQFH��'UXJ�WUDIÀFNLQJ��$LU�DFFHVV�

��QLJKWV�DW�WKH�5RXQG�+LOO�+RWHO��ÁLJKWV� ��QLJKWV�DW�3XUH�*DUGHQ�5HVRUW�1HJULO��ÁLJKWV� ��

14

SITUATION ANALYSIS

Some of the key competitors to The Mexican Tourism Board are the Bahamas, the Dominican Republic, and the islands of the Caribbean. After taking a closer look at the tourism sites of the Bahamas and the Dominican Republic it is clear that Mexico runs into a bit of competi-WLRQ�ZLWK�WKH�'RPLQLFDQ�5HSXEOLF�EXW�QRW�QHFHVVDU\�WKH�%DKDPDV��7KH\�IRFXV�RQ�D�´SHRSOH�WR�SHRSOHµ�H[SHULHQFH�DQG�WKH�LGHD�RI�JHWWLQJ�WR�NQRZ�%DKDPLDQ�FXOWXUH�WKURXJK�YLVLWV�WR�WKH�area. They also focus a lot on their beaches. However, The Dominican Republic also empha-VL]HV�WKH�LGHD�WKDW�WKHUH�LV�D�ORW�PRUH�WR�GR�WKDQ�YLVLW�WKHLU�EHDFKHV�²�D�TXDOLW\�0H[LFR�IRFXVHV�RQ�DV�ZHOO��7KH�'RPLQLFDQ�5HSXEOLF�IRFXVHV�PRUH�RQ�WKHLU�ORFDO�UHVLGHQWV�E\�IUHTXHQWO\�SRVW-ing in the native language of the area and highlighting upcoming events nearby whereas Mexico focuses on reaching outwards. It appears that the Dominican Republic is targeting LQGLYLGXDOV�ZKR�DOUHDG\�OLYH�LQ�WKH�DUHD�DQG�GULYH�WUDIÀF�WR�VRPH�RI�WKH�ORFDWLRQ·V�HYHQWV�through individual that have easy access to them as opposed to foreign travelers. In com-parison to its competitors, Mexico can be perceived as a vibrant location with a multitude of experiences to offer. Using bright colors and welcoming images, they appear to be target-ing outsiders with the hope of encouraging them to seek exciting travel opportunities in the country. They are also the most interactive and they engage with consumers via social media IUHTXHQWO\��,Q�FRPSDULVRQ��WKH�%DKDPDV�DQG�'RPLQLFDQ�5HSXEOLF�GR�QRW�IRVWHU�DV�PXFK�SXE-lic engagement.

The Mexican Tourism Board currently positions itself as a location with something to offer for everyone. They touch on the many reasons individuals might travel to Mexico and stray away from the idea that the country is mainly a vacation spot for it’s beaches. This differs from the %DKDPDV�IRFXV�RQ�LWV�QDWLYHV�DQG�EHDFKHV��EXW�LV�TXLWH�VLPLODU�WR�WKH�'RPLQLFDQ�5HSXEOLF·V�focus on its variety of activities as well. However, the Dominican Republic appears to be po-sitioned less towards the general public than Mexico does. Mexico seems to position itself as a place for everyone to come experience while the Dominican Republic does not offer the same position.

As a member of the general public, it is clear that each location presents itself as a different W\SH�RI�H[SHULHQFH��2XW�RI�WKH�WKUHH��0H[LFR�LV�GHÀQLWHO\�WKH�PRVW�ZHOFRPLQJ��LQWHUDFWLYH�DQG�HQJDJLQJ��:LWK�YLEUDQW�FRORUV�DQG�IHDWXUHV�WKDW�DOORZ�FRQVXPHUV�WR�DVN�TXHVWLRQV�DQG�ÀQG�out more about certain activities – Mexico makes it easy for consumers to engage with the brand. They also do this by taking advantage of social media. Their posts attract a wide vari-HW\�RI�FRQVXPHU�LQWHUHVWV�DQG�WKH\�DVN�TXHVWLRQV�HQFRXUDJLQJ�FRQVXPHU�HQJDJHPHQW��7KH\�DOVR�UHVSRQG�TXLWH�IUHTXHQWO\�WR�)DFHERRN�FRPPHQWV�DQG�WZHHWV��7KH�VDPH�FDQQRW�EH�VDLG�for either the Bahamas or the Dominican Republic. While the Bahamas does post great visuals and does engage with consumers on some level, their engagement level is not nearly as high as Mexico’s and they are not as welcoming to the general public. The Dominican Republic experiences similar issues and their social media sites and website seem to be geared more towards a consumer who already knows a bit about the area rather than anyone in the gen-HUDO�SXEOLF�ORRNLQJ�WR�OHDUQ�PRUH�RU�YLVLW��2XW�RI�WKH�WKUHH�0H[LFR�GHÀQLWHO\�KDV�WKH�VWURQJHVW�and most positive brand presence on their own sites and social media. However, this brand perception is in danger if consumers were to look elsewhere for information. Research sites, travel blogs, articles, and outside sources often site the crime rates in Mexico and do not help brand perception.

Brand Analysis

15

SITUATION ANALYSIS

Category Creative Analysis

MEXICO� ,Q��0H[LFR·V�WRXULVP�ZDV�VLJQLÀFDQWO\�LPSDFWHG�E\�WKUHH�PDVVLYH�H[WHUQDO�� factors: ��The Swine Flu epidemic ��Drug-war violence ��The economic recession.

$FFRUGLQJ�WR�0H[LFR·V�VHFUHWDU\�RI�7RXULVP�*ORULD�*XHYHUD��IURP��DQG�RQ��0H[LFR�7RXU-LVP�%RDUG�KDV�EHHQ�WU\LQJ�WR�UHEUDQG�LWV�LPDJH�IURP�EHLQJ�WKH�GHVWLQDWLRQ�ÀOOHG�ZLWK�EHDFKHV�to being a destination that much more to offer. (Wentz, Beyond Beaches).

Aside from its beaches, Mexico offers several activities, cultural and business aspects for tour-LVW�WR�FKRRVH�IURP��:LWK�WU\LQJ�WR�UHEUDQG�DQG�EHFRPH�PRUH�GLYHUVH��LQ��0H[LFR�7RXU-LVP�%RDUG·V�35�DJHQF\��:33�2JOLY\�3XEOLF�5HODWLRQV�ODXQFKHG�WKH�FDPSDLJQ��´0H[LFR��7KH�3ODFH�<RX�7KRXJKW�<RX�.QHZ�µ�LQ�HIIRUWV�WR�SRVLWLRQ�0H[LFR�DZD\�IURP�WKH�EHDFKHV�DQG�WR�promote all the other aspects of Mexico that many tourist are not aware of (Gotezl, Havas). )RU�LQVWDQFH��DGV�VXFK�DV�´�7KH�%LJJHVW�3\UDPLG�LQ�WKH�:RUOG"�:LWK�D�&KXUFK�RQ�7RS"µ�VKRZV�how Mexico is trying to move away from the beaches and promote the cultural and historical aspects.

16

SITUATION ANALYSIS

Category Creative Analysis (continued)

,Q�WKHLU�UHFHQW�IDOO��FDPSDLJQ�´/LYH�,W�WR�%HOLHYH�,W�µ�0H[LFR�7RXULVP�%RDUG�VWULYHG�WR�SUR-mote Mexico’s primary resort destinations such as Riviera Nayarit and Puerto Vallarta. Ac-cording to Mexico’s ambassador to the United States, Eduardo Medina-Mora, the campaign DLPHG�WR�FKDQJH�WKDW�ZD\�SRWHQWLDO�WRXULVWV�WKLQN�RI�WKHVH�GHVWLQDWLRQV��´7KH�UHDO�YR\DJH�RI�GLVFRYHU\�GRHV�QRW�FRQVLVW�RI�VHHNLQJ�QHZ�ODQGVFDSHV�EXW�VHHLQJ�ZLWK�QHZ�H\HV�µ��/HSRVD��0H[LFR�7RXULVP�%RDUG��,Q�KRSHV�WR�LQFUHDVH�WRXULVP��0H[LFR�7RXULVP�VSHQW��PLOOLRQ�DFURVV�YDULRXV�PHGLD�SODWIRUPV�LQFOXGLQJ�WZR�79�FRPPHUFLDOV�WKDW�VKRZ�WKH�XQLTXH�RSSRUWXQLWLHV�WKHVH�GHVWLQDWLRQV�KDYH��,Q�DGGLWLRQ��WKH�FDPSDLJQ�LQFOXGHG�DQ�DG�LQ�7LPHV�6TXDUH�DQG�RQ�double-decker buses.

0H[LFR·V�ORJR�LV�YHU\�YLEUDQW�DQG�H[FLWLQJ��7KLV�UHÁHFWV�PXFK�of what Mexico Tourism Board is trying to promote to tourist. Mexico is not this scary and unsafe place, rather it is full of life DQG�ÀOOHG�ZLWK�ORWV�RI�H[FLWLQJ�DGYHQWXUHV�

When it comes to airtime, Mexico Tourism Board has some creative commercials but they are not reaching a wide enough audience. There seems to be more of a focus on utilizing social media and print advertising, which might not be as effective in reaching audiences, com-pared to the amount of exposure and mass television reaches.

17

SITUATION ANALYSIS

Competitors

Mexico’s top competition for American travelers: ��Canada ��Countries in the Caribbean, including the Dominican Republic, Jamaica, Puerto Rico, and the Bahamas.

CANADALike Mexico, Canada is close the United States, which makes it a popular travel desti-nation for American tourists. In fact, Canada attracts nearly 11.6 million Americans per year.

Canada’s advertising campaigns focus largely on exploring nature and the great RXWGRRUV��7KHLU�EUDQG�.HHS�([SORULQJ�ÀWV�DFFRUGLQJO\�ZLWK�WKHLU�FDPSDLJQ�LPDJH�LQ�WHUPV�RI�WKHLU�DGYHUWLVHPHQWV�RQOLQH�DQG�WKURXJK�RWKHU�PHGLXPV��,Q��7KH�&DQDGLDQ�Tourism Commission introduced a new campaign called the Canadian Signature Ex-periences Collection, which promotes an authentic Canadian experience through the eyes of previous travelers. The campaign uses both professional and amateur videos shot by tourists themselves as well as articles and other posts to show potential travel-ers all that there is to do in Canada. Their campaign has been successful, especially in WKH�$XVWUDOLDQ�PDUNHW��IRU�WKH�&7&�KDV�VHHQ�D��LQFUHDVH�LQ�WUDYHO�UDWHV�IRU�$XVWUDOLD�IURP��WR��&DQDGD�1HZV�:LUH��7KH�&7&�KDV�VWD\HG�WUXH�WR�WKHLU�.HHS�([SORULQJ�brand by focusing their content on nature, outdoor activities, culture and history, and all that you can do in each of the four seasons.

CARIBBEANThe Caribbean is another top competitor against Mexico because of its warm weather and beautiful beaches.

18

SITUATION ANALYSIS Competitors (continued)

The Caribbean Tourism Board takes a different approach to their advertising cam-SDLJQ��7KH�&DULEEHDQ�XVHV�WKHPHV�RI�UHOD[DWLRQ��WUDQTXLOLW\��DQG�VLPSOLFLW\�LQ�WKHLU�FDP-paign and emphasizes their diverse culture and beautiful beaches as main attractions. Their slogan, Life Needs The Caribbean, is creative in the way they portray their brand. On their website, http://www.caribbeantravel.com, a series of pictures scroll by, with FOHYHU�SKUDVHV�VWDUWLQJ�ZLWK�´/LIH�QHHGV«µWKDW�PDWFK�WKH�SLFWXUH��

Both Canada and the Caribbean have strong yet different approaches to their adver-tising campaign. Their tourism boards both stick to consistent themes and use integrat-ed marketing to uphold and convey those themes to potential audiences.

Media Usage Analysis

:KDW�NLQGV�RI�PHGLD�DUH�0H[LFR�7RXULVP�%RDUG·V�FRQVXPHUV�LQWHUDFWLQJ�ZLWK"�,I�ZH�JDXJH�ZKR�WKLV�´JHQHUDO�FRQVXPHUµ�LV�DQG�SXW�WKHLU�PHGLD�KDELWV�LQWR�D�XVHIXO�IUDPH��ZH�ZLOO�EH�able to synthesize the information into a useful media strategy.

:LWK�KHOS�IURP�WKH�WHDP��,�DQDO\]HG�D�6LPPRQV�UHSRUW��6LPPRQV�2YHUYLHZ��WR�HVWDEOLVK�Mexico Tourism Board’s consumer media habits.

Of magazines, consumers of Mexico travel are most notably reading/looking into American Way (American Airlines), Sky (Delta Airlines), Conde Nast Traveler, and National Geograph-LF�7UDYHOHU��<RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�\RX�UHDG�ORRN�LQWR�$PHULFDQ�:D\��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�to have taken any trip to Mexico if you read/look into Sky; 144% more likely than the gener-al population to have taken any trip to Mexico if you read/look into Conde Nast Traveler; DQG��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�\RX�UHDG�ORRN�LQWR�1DWLRQDO�*HRJUDSKLF�7UDYHOHU��6LPPRQV�2YHUYLHZ��

19

SITUATION ANALYSIS

:K\�LV�WKLV�LPSRUWDQW�WR�NQRZ"�7KRVH�ZKR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�DUH�UHDGLQJ�ORRNLQJ�into travel-themed magazines more than sports, fashion, and art magazines. This will be im-portant to consider when constructing a media strategy around print media.

In terms of cable TV shows, Simmons tells us that in the past seven days, consumers of Mexico travel are more likely to have watched Bravo, E, HBO, National Geographic, Showtime, and 7UDYHO�&KDQQHO�WKDQ�WKH�DYHUDJH�SRSXODWLRQ��0RVW�QRWDEO\��\RX�DUH��PRUH�OLNHO\�WKDQ�WKH�average population to have any trip to Mexico if you have viewed E in the past seven days.

:K\�LV�WKLV�LPSRUWDQW"�&RQVXPHUV�DUH�YLHZLQJ�WKH�HQWHUWDLQPHQW�QHZV�FKDQQHO��D�IDFW�WKDW�could help us estimate how the general consumer interacts with hard vs. soft news.

)RU�QDWLRQDO�GDLO\�QHZV��6LPPRQV�WHOOV�XV�\RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�to have any trip to Mexico if you read The Wall Street Journal. The percentage for USA Today LV��DQG�WKH�SHUFHQWDJH�IRU�WKH�1HZ�<RUN�7LPHV�LV��

:K\�LV�WKLV�LPSRUWDQW"�*HQHUDO�FRQVXPHUV�DUH�UHDGLQJ�7KH�:DOO�6WUHHW�-RXUQDO��ZKLFK�FRXOG�EH�a viable option for print media advertising if it speaks to our campaign strategy.

$FFRUGLQJ�WR�GDWD�DFTXLUHG�IURP�6LPPRQV��\HDUV�ROG�PDUNV�WKH�DJH�JURXS�PRVW�OLNHO\�to have taken a trip to Mexico. If we want to hit the majority of this age group, we would plan DGYHUWLVHPHQWV�DURXQG�VRFLDO�QHWZRUNV�DQG�RQOLQH�FRPPXQLWLHV��:K\"�$FFRUGLQJ�WR�KWWS��UR\DO�SLQJGRP�FRP��UHSRUW�VRFLDO�QHWZRUN�GHPRJUDSKLFV�LQ��SHRSOH��RU�ROGHU�PDNH�XS��RI�7ZLWWHU�XVHUV��RI�3LQWHUHVW�XVHUV��RI�)DFHERRN�XVHUV��DQG��RI�/LQNHG,Q�XVHUV��$QG�RXW�RI��VRFLDO�QHWZRUNV�DQG�RQOLQH�FRPPXQLWLHV��WKH�GDWD�VKRZV�WKDW�WKH�RYHUDOO�DYHUDJH�XVHU�LV�DJHG��\HDUV��,I�DOLJQHG�ZLWK�RXU�VWUDWHJ\��VRFLDO�QHWZRUNV�DQG�online communities could be a valuable place to allocate the budget.

Currently, Mexico Tourism Board uses a variety of media. On the Internet, the company has a visually appealing website with the following tabs: visit Mexico, destinations, activities, pro-PRWLRQV��DQG�0H[LFR�QHZV��2Q�WKH�ZHEVLWH��ZZZ�YLVLWPH[LFR�FRP��EURZVHUV�ZLOO�ÀQG�OLQNV�WR�Mexico Tourism Board’s social media websites. They use Facebook (www.facebook.com/YLVLWPH[LFR��7ZLWWHU��ZZZ�WZLWWHU�FRP�ZHYLVLWPH[LFR��<RX7XEH��ZZZ�\RXWXEH�FRP�YLVLWPH[��Instagram (www.instagram.com/visitmex), Pinterest (www.pinterest.com/visitmex), and Goo-gle Plus (www.plus.google.com/+visitmex/posts).

Other than on its own social media, Mexico Tourism Board spends its money on advertising through a few ad agencies including Ogilvy Public Relations, Publicis Mexico, and The Lift Mx.

Media Usage Analysis (continued)

20

SITUATION ANALYSIS

2JLOY\�3XEOLF�5HODWLRQV�FUHDWHG�DQG�SRVWHG�D�YLGHR�RQ�<RX7XEH�WLWOHG��´0H[LFR��)URP�¶'UXJ�)XHOHG�:DU�=RQH·�WR�¶:HOO�7UDYHOHG�,QWHUQDWLRQDO�7RXULVW�'HVWLQDWLRQ�·µ�WR�H[SRVH�ZKDW�the company has been doing to improve Mexico’s image and increase tourism. In this cam-SDLJQ��2JLOY\�DQG�0H[LFR�7RXULVP�%RDUG�ÓHYHUDJHG�LQÁXHQFHG�$PHULFDQV�ZKR�ORYH�0H[L-FR«�XQOHDVKLQJ�D�ZDYH�RI�DPEDVVDGRU�EORJJHUV�µ�+HUH�LV�WKH�OLQN�WR�WKH�YLGHR��KWWS��\RXWX�EH��15J;MOZ\G��

$GGLWLRQDOO\�RQ�VRFLDO�PHGLD��WKH\�FUHDWHG�´)DFHERRN�KRPHV�IRU�IULHQGV�RI�0H[LFR�JLYLQJ�WRXULVWV�DQG�EXVLQHVVHV�RQOLQH�FRPPXQLWLHV�IRU�VKDULQJ�SRVLWLYH�VWRULHV�DERXW�¶WKHLU�0H[LFR�·µ�7KH�SRVLWLYLW\�FDUULHG�RYHU�WR�7ZLWWHU��ZKHUH�´7ZHHW�XSV�LQFUHDVHG�HQJDJHPHQW�µ�$V�D�UHVXOW��2JLOY\�VWDWHV�WKHUH�ZHUH�´��PHGLD�LQWHUYLHZV�²��ELOOLRQ�LPSUHVVLRQV�DFURVV��FRXQWULHV�µ�0RUHRYHU��WKHUH�ZDV�D�´7HQIROG�LQFUHDVH�LQ�SRVLWLYH�DUWLFOHV«�RQH�ELOOLRQ�LPSUHVVLRQV�RQOLQH«��PLOOLRQ�YLHZV�RI�>WKHLU@�DG�FDPSDLJQ�µ� Currently, Mexico Tourism Board has two TV spots set to air next month, according to Adam /HSRVD�RI�7UDYHO�$JHQW�&HQWUDO��+LV�DUWLFOH�LV�WLWOHG��´0H[LFR�7RXULVP�%RDUG�5ROOV�2XW�¶/LYH�,W�WR�%HOLHYH�,W·�&DPSDLJQ�ZLWK�1HZ�<RUN�(YHQW�µ�-XVW�DV�LW�UHDGV��0H[LFR�7RXULVP�%RDUG�KDV�D�QHZ�FDPSDLJQ�WLWOHG��´/LYH�,W�WR�%HOLHYH�,W�µ�KLJKOLJKWLQJ�5LYLHUD�1D\DULW�DQG�3XHUWR�9DOODUWD��/HSRVD�DOVR�VWDWHV�WKDW�WKH�FDPSDLJQ�ZLOO�LQFOXGH�´�D�7LPHV�6TXDUH�DGYHUWLVHPHQW��DGV�RQ�GRXEOH�GHFNHU�EXVHV�LQ�PDMRU�8�6��PDUNHWV�DQ��PLOOLRQ�VSHQG�DFURVV�YDULRXV�PHGLD�DQG�35�SODWIRUPV�WKURXJK�WKH�HQG�RI�WKH�\HDU�µ�+HUH�LV�WKH�OLQN�WR�WKH�ZHEVLWH��KWWS��ZZZ�WUDYH-lagentcentral.com/mexico/mexico-tourism-board-rolls-out-live-it-believe-it-campaign-new-\RUN�HYHQW��

+RZ�GRHV�WKLV�FRPSDUH�WR�ZD\�FRPSHWLWRUV�DUH�VSHQGLQJ�WKHLU�PRQH\"��'RPLQLFDQ�5HSXE-lic’s ads engage a socially active fan base through a heavy reliance on social media, ac-cording to a press release on www.godominicanrepublic.com. Dominican Republic uses ´VRFLDO�QHWZRUNLQJ�DV�D�PHWDSKRU�WR�FRQYH\�WKH�PHVVDJH�´<RX�GRQ·W�KDYH�WR�JR�IDU�WR�EH�VRFLDO�µ�SURPSWLQJ�WKH�FDPSDLJQ·V�WDJOLQH��´'RPLQLFDQ�5HSXEOLF�LV�&ORVHU�7KDQ�<RX�7KLQN�µ�/LNH�0H[LFR��'RPLQLFDQ�5HSXEOLF�KDV�D�FRPSUHKHQVLYH�ZHEVLWH��DGV�IHDWXUHG�LQ�´PDJD]LQHV��EURDGFDVW��1HZ�<RUN·V�7LPHV�6TXDUH�ELOOERDUGV�DQG�RQOLQH�µ�,Q�WKH�86��WKH\�XVH�WKH�SXEOLF�UHOD-tions company, BVK, according to their website. With this categorized information handy, we will have places to direct Mexico Tourism Board’s media when we formulate a strategy.

Media Usage Analysis (continued)

21

SITUATION ANALYSIS

The Mexico Tourism Board has many stakeholders, shareholders and investors. These individu-als, groups and entities have an active interest in the Mexico Tourism Board as a business, as well as Mexican tourism as an evolving industry. In addition, these stakeholders are positively or negatively impacted by the actions or decisions of the Mexico Tourism Board and con-tribute to the business’s wealth and capacity for success. It is the aim of the Mexico Tourism Board to continually work with the following stakeholders, shareholders and investors to en-

sure mutual success within the Mexican tourism industry:

TRAVELERSThe Mexico Tourism Board has a vested interest in and a responsibility to all current and po-tential travelers to Mexico by providing up-to-date safety information, information on travel and accommodation options and affordable booking-rates to Mexico’s popular travel desti-

nations.

INDUSTRY PARTNERS��Airlines: United, American Airlines, Delta, US Airways, AeroMexico, Alaska Airlines, Air Tran, InterJet, Volaris, Frontier Airlines, jetBlue, Spirit Airlines, Virgin America, Sun Country Air lines, Aeromar, Viva Aerobus��Cruise Lines: Azamara Club Cruises, Carnival, Celebrity, Costa Cruises, Disney, Holland America, Norwegian Cruise Lines, Oceania Cruises, Princess Cruise Line, Royal Caribbean ��Online Travel Agencies: Orbitz, Expedia, Travelocity, Kayak, Priceline, Hotwire��Hotels and Convention Centers: Hilton Hotels, Marriott International Hotels, W Hotels, Los Cabos Convention Center

GOVERNMENT AGENCIES & OFFICIALS � Mexican Chambers of Commerce ��Mexican President, Felipe Calderon ��Mexico’s Secretary of Tourism, Gloria Guevara Manzo ��Vice President of Government Relations for Latin America, Michael Ronan

��U.S. Department of State

SHAREHOLDERS & INVESTORS ��Mexican National Tourism Convention ��Intercontinental Hotels Group ��AAA ��The Baja California Metropolitan Convention Center ��Softec Mexico

Stakeholder Analysis

22

SITUATION ANALYSIS

Public Opinion

According to a yearly poll conducted by Gallup measuring how favorable U.S. citizens view IRUHLJQ�FRXQWULHV��SHUFHQW�RI�WKRVH�UHSUHVHQWHG�KDG�D�SRVLWLYH�YLHZ�RI�0H[LFR��0H[LFR·V�IDYRUDELOLW\�UDWLQJ�LQFUHDVHG�IURP��SHUFHQW�LQ��KRZHYHU��WKH��UDWLQJ�LV�VWLOO�EHORZ�WKH��SHUFHQW�UDWLQJV�IURP��WKURXJK��

$�UHFHQW�DUWLFOH�SXEOLVKHG�E\�7KH�$VVRFLDWHG�3UHVV�IXUWKHU�UHSRUWHG�D��SHUFHQW�LQFUHDVH�LQ�WKH�QXPEHU�RI�LQWHUQDWLRQDO�YLVLWRUV�WR�0H[LFR�IURP�-DQXDU\�WR�$SULO��0RUH�WKDQ�KDOI�RI�WKH�RYHU�IRXU�PLOOLRQ�WRXULVWV�ZKR�YLVLWHG�0H[LFR�LQ�WKH�ÀUVW�IHZ�PRQWKV�RI��ZHUH�IURP�WKH�8�6��D�VOLJKW�LQFUHDVH�IURP�8�6��WRXULVW�UDWHV�LQ��

$Q�DUWLFOH�SXEOLVKHG�E\�&11�LQ�-XQH�RI��VWDWHV�WKDW�ZKLOH�8�6��WRXULVWV�DUH�RIWHQ�´SDUD-QRLGµ�DERXW�WUDYHOLQJ�WR�0H[LFR�GXH�WR�WKH�FRXQWU\·V�QHJDWLYH�UHSUHVHQWDWLRQ�LQ�WKH�PHGLD��PDQ\�UHWXUQ�ZRQGHULQJ�ZK\�WKH\�ZHUH�HYHU�VFDUHG�LQ�WKH�ÀUVW�SODFH��7KH�PDMRULW\�RI�$PHU-icans who visit Mexico travel to the country’s most popular resort cities located along the southeastern coast, including, Cancun, Riviera Maya, Los Cabos and Puerto Vallarta. None of these areas have been subject to travel advisories and are generally known to be safe, thus encouraging visitors to return despite negative press. Public opinion of popular tourist UHJLRQV�LQ�0H[LFR·V�VRXWKHDVWHUQ�VWDWHV��LQFOXGLQJ�<XFDWDQ��4XLQWDQD�5RR��&DPSHFKH��&KL-DSDV��0H[LFR�&LW\��+LGDOJR��3XHEOD�DQG�4XHUHWDUR�UHPDLQV�SRVLWLYH��7UDYHO�WR�0H[LFR·V�QRUWK-ern states, including Baja California, Sonora, Chihuahua and Coahulia has declined due to continued travel advisory warnings from the U.S. Department of State, resulting in a strongly negative public opinion of travel to these once popular tourist destinations.

6LQFH�WKH�EHJLQQLQJ�RI�WKH�JOREDO�HFRQRPLF�GRZQWXUQ�LQ��$PHULFDQV�KDYH�EHHQ�VWUXJ-JOLQJ�WR�ÀQG�FRQÀGHQFH�LQ�WKH�8�6��HFRQRP\��D�SXEOLF�RSLQLRQ�WKDW�KDV�FRQVHTXHQWO\�KDG�negative effects on the Mexican travel and tourism industry. According to a recent Gallup SXEOLF�RSLQLRQ�SROO��SHUFHQW�RI�$PHULFDQV�EHOLHYH�WKH�8�6�·V�HFRQRPLF�FRQGLWLRQV�WR�EH�poor and 60 percent of those polled believe the U.S.’s economic conditions are getting worse. However, consumer spending throughout America has been rising despite the eco-nomic downturn. After consistent growth over the last decade, U.S. consumer travel spend-LQJ�UHDFKHG��ELOOLRQ�IRU�WKH�ÀUVW�WLPH�LQ��GHPRQVWUDWLQJ�$PHULFDQ·V�GHVLUH�DQG�DELOLW\�to travel regardless of the economic recession. According to the U.S. Travel Association’s ��UHSRUW�RQ�:RUOG�7RXULVP��WKHUH�ZHUH�RYHU��PLOOLRQ�SHRSOH�WUDYHOHG�WR�LQWHUQDWLRQDO�ORFDWLRQV�ZKR�VSHQW�RYHU��ELOOLRQ�RQ�WUDYHO�H[SHQVHV�WKURXJKRXW��7KHVH�ÀJXUHV�further demonstrate the positive economic impact to the travel and tourism industries in inter-national destinations, like Mexico, throughout the economic recession.

,Q�VSLWH�RI�IUHTXHQW�QHJDWLYH�SUHVV��WUDYHO�ZDUQLQJV�DQG�WKH�HFRQRPLF�UHFHVVLRQ��SXEOLF�RSLQ-ion of travel to Mexico remains positive among U.S. tourists. These positive notions and opin-ions are especially evident among social media sites, where travelers are increasingly talking about their favorable experiences in throughout Mexico.

23

SITUATION ANALYSIS

PR Efforts

The Mexico Tourism Board corporate website, offers an entire section on the organization’s public relations department. According to the website, the public relations campaigns car-ried out by the Mexico Tourism Board are an important element in the creation and mainte-nance of a favorable image for Mexico as an international tourist destination. In general, the organization’s PR efforts include attention to the needs of specialized media, access to data-bases and image banks, familiarization visits to Mexican destinations, the generation of press bulletins and articles on tourist themes with a focus on high-potential segments and niches and providing responses to contingencies.

7KH�RUJDQL]DWLRQ·V�SXEOLF�UHODWLRQV�PLVVLRQ�DQG�YLVLRQ�LV�WR�´JHQHUDWH�SXEOLF�UHODWLRQV�FDP-paigns that communicate a positive image and compensate for negative perceptions of ZKDW�0H[LFR�KDV�WR�RIIHU�LQ�WRXULVP�µ��)XUWKHUPRUH��WKH�PLVVLRQ�VWDWHV�WKDW�WKH�EXUHDX�VWULYHV�WR�present Mexico’s image and diversity in national and international media to promote travel WKDW�SRVLWLYHO\�LQÁXHQFHV�WKH�TXDOLW\�DQG�TXDQWLW\�RI�0H[LFR·V�YLVLWRUV��

According to PR Week, one of the Mexico Tourism Board’s most successful public relations FDPSDLJQV�ZDV�´7KH�0H[LFR�7D[L�3URMHFW�µ�7KH�WRXULVP�ERDUG�ODXQFKHG�WKLV�FDPSDLJQ�LQ�1RYHPEHU��WR�HQJDJH�8�6��FRQVXPHUV�ZLWK�KXPRURXV�DGYHUWLVHPHQWV��8VLQJ�WKH�WDJOLQHV��´1RWKLQJ�EXW�WKH�WUXWK�DERXW�D�UHPDUNDEOH�SODFH�µ�DQG�´5HDO�3HRSOH��5HDO�6WRULHV��7KH�5HDO�0H[LFR��µ�WKH�WRXULVP�ERDUG�VRXJKW�WR�FKDQJH�QHJDWLYH�SHUFHSWLRQV�DERXW�0H[LFR·V�WRXU-LVP�FRQGLWLRQV�WKURXJK�WKLV�FDPSDLJQ��:LWK�D�EXGJHW�RI�RYHU��PLOOLRQ��WKH�0H[LFR�7RXULVP�Board ran the campaign in all of Mexico’s major cities through print and online advertising. 7KH�SURMHFWV�PLFURVLWH�LQFOXGHV�FRPPHUFLDOV��ZKLFK�HPXODWH�WKH�SRSXODU�+%2�VHULHV��´7D[LFDE�&RQIHVVLRQV�µ�LQ�ZKLFK�WRXULVWV�UHWXUQLQJ�IURP�0H[LFR�FKDW�DERXW�WKHLU�WULSV�ZLWK�WD[L�GULYHUV�UHWXUQLQJ�WKHP�WR�WKHLU�KRPHV��+LGGHQ�FDPHUDV�ÀOPHG�XQVXVSHFWLQJ�SDVVHQJHUV�LQ�&KLFDJR��Los Angeles and Philadelphia. The tourism board later asked participants to sign waivers to appear in the campaign.

Another successful public relations campaign arose with the pairing of the Mexican Tourism Board and AeroMexico. This collaborative marketing initiative was created to following the lift of a U.S. Department of State and Centers for Disease Control and Prevention recommenda-WLRQ�WR�DYRLG�WUDYHOLQJ�WR�0H[LFR�GXH�WR�DQ�RXWEUHDN�RI�VZLQH�ÁX��7KLV�35�FDPSDLJQ�SURPRWHG�travel to Mexico to citizens in the U.S., Canada and other countries.

$FFRUGLQJ�WR�WKH�UHSRUW�´7UDYHO�DQG�7RXULVP�LQ�0H[LFR�WR��E\�5QU�0DUNHW�5HVHDUFK��SUR-motional efforts by Mexico’s tourism authorities paired with relatively stable economic condi-WLRQV�ZHUH�WKH�NH\�LQÁXHQFHUV�WR�0H[LFR·V�LQFUHDVLQJ�WRXULVP�UDWHV��

24

SITUATION ANALYSIS SWOT Analysis

25

SITUATION ANALYSIS

Key Issues & Implications

CAMPAIGN STRATEGYJordyn Eisenpress | Account Director

27

Our campaign is designed to emphasize the desirability of Mexico for purposes of both busi-ness and pleasure. We plan to use our advertising campaign and promotion efforts to drive consumers to travel to Mexico for both business professionals and vacationers. Mexico is de-sirable not only because of its beautiful beaches, rich culture, and family friendly resorts, but also because of its convenience for business travel both economically and geographically. Mexico’s location and affordability make Mexico competitively advantageous compared to other travel destinations. By the end of our campaign, we hope that consumers feel that Mexico is a fun, inviting and worry-free location to visit. There is much overlap with the people who come for work and pleasure and we will create a unifying message that appeals to both niches. Our message strategy is based off research conducted on Simmons and other credi-ble online database sources like Mintel.

This campaign will address that:� ��0H[LFR�LV�WKH�SHUIHFW�GHVWLQDWLRQ�IRU�YDFDWLRQV�DQG�IRU�RWKHU�JDWKHULQJV�VXFK�� as business conventions� ��0H[LFR�LV�D�VDIH�SODFH�IRU�WKRVH�ZKR�ZDQW�WR�YDFDWLRQ�RU�KDYH�EXVLQHVV gatherings

Consumer Target

Target - Vacationers

��&RQVXPHUV�DUH��PRUH�OLNHO\�WR�WUDYHO�WR�0H[LFR�LI�WKH\�WUDY-el for vacation.��Mexico’s main beach destinations include: Acapulco, Cabo San Lucas, Cancun, and Puerto Vallarta

It is important to know the attitudes of people already going to 0H[LFR�VR�WKDW�ZH�FDQ�ÀJXUH�RXW�HIIHFWLYH�ZD\V�WR�WDUJHW�RXU�ÝDFDWLRQHUV�µ��:H�DQDO\]HG�D�6LPPRQV�UHSRUWV��6LPPRQV�2YHU-YLHZ��WR�ÀJXUH�RXW�WKH�DWWLWXGHV�RI�ÝDFDWLRQHUVµ�ZKR�WUDYHO�to Mexico.

:H�IRXQG�WKDW�FRQVXPHUV�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�population to travel to Mexico if they believe the Internet helps WKHP�SODQ�DQG�ERRN�WUDYHO�DQG�WKDW�FRQVXPHUV�DUH��PRUH�likely than the general population to have had any trip to Mex-LFR�LI�ZKHQ�\RX�QHHG�LQIRUPDWLRQ�WKH�ÀUVW�SODFH�\RX�ORRN�LV�WKH�,Q-ternet. As a result of this research, we have concluded that the Internet would be an effective way to target our consumers.

CAMPAIGN STRATEGY

28

Target - Vacationers (continued)

Through Simmons research we found that consumers are 49% more likely than the general population to travel to Mexico if they would be willing to make travel arrange-ments through a company they never heard of. As a result of this research, we have concluded that targeting people who would be making travel arrangements through a company they never heard of would be effective.

Through Simmons research we found that consumers are 49% more likely than the gen-eral population to go on vacation where activities are organized for them. Therefore, we will target people who like to go on vacation where activities are organized for them.

:H�IRXQG�WKDW�FRQVXPHUV�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�any trip been to Mexico if they try to go somewhere different for vacation every time. As a result of this research, we have concluded that targeting people who like to go somewhere different for vacation every time would be effective.

It is important to know the behaviors of people that have traveled to Mexico. Through Simmons research we found that consumers are 94% more likely than the general pop-ulation to have any trip been to Mexico if they like to do water sports, 60% more likely to SOD\�JROI��PRUH�OLNHO\�WR�JR�WR�WKH�EHDFK�DQG��PRUH�OLNHO\�WR�ÀQH�GLQH�RQ�YDFD-tion. Therefore we want to target people who like to do water sports, golf, go to the EHDFK�DQG�ÀQH�GLQH�RQ�YDFDWLRQ�

It is important to know what magazines people traveling to Mexico are reading so we know where to put our advertisements in print media. Of magazines, consumers of Mexico travel are most likely reading Conde Nast Traveler, American Way (American Airlines), Sky (Delta Airlines) and National Geographic Traveler. Through Simmons re-search, we found that consumers are 144% more likely than the general population to KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�WKH\�UHDG�ORRN�LQWR�&RQGH�1DVW�7UDYHOHU��PRUH�OLNHO\�LI�WKH\�UHDG�ORRN�LQWR�6N\��'HOWD�$LUOLQHV��DQG��PRUH�OLNHO\�LI�WKH\�UHDG�ORRN�LQWR�National Geographic Traveler.

It is important to know what TV shows consumers of Mexico travel are watching be-cause this could help us estimate how the general consumer interacts with hard versus soft news. In terms of TV shows, consumers of Mexico travel are most likely watching E, the Travel Channel and National Geographic. Through Simmons research, we found WKDW�FRQVXPHUV�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�WKH\�YLHZ��PRUH�OLNHO\�LI�WKH\�YLHZ�WKH�7UDYHO�&KDQQHO�DQG��PRUH�likely if they view National Geographic.

CAMPAIGN STRATEGY

29

� � � ��7DUJHW��<RXQJ�3URIHVVLRQDOV

��&RQVXPHUV�DUH��PRUH�OLNHO\�WR�WUDYHO�WR�0H[LFR�LI�WKH\�WUDYHO� for business only��$FFRUGLQJ�WR��DQQXDO�([SHQVH�,4�5HSRUW�E\�&RQFXU��D�WUDY el and expense com puterization company, Mexico City is Mex ico’s most popular destination for businesstravel

It is important to know the attitudes of people already going to Mexico so that we can ÀJXUH�RXW�HIIHFWLYH�ZD\V�WR�WDUJHW�RXU�´\RXQJ�SURIHVVLRQDOV�µ��:H�DQDO\]HG�D�6LPPRQV�UHSRUWV��6LPPRQV�2YHUYLHZ��WR�ÀJXUH�RXW�WKH�DWWLWXGHV�RI�´\RXQJ�SURIHVVLRQDOVµ�who travel to Mexico.

2XU�FRQVXPHUV�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�WUDYHO�WR�0H[LFR�LI�WKH\�DUH��\HDU�ROGV��7KHUHIRUH��ZH�ZDQW�WR�WDUJHW�EXVLQHVV�PHQ�DQG�ZRPHQ�ZKR�DUH��\HDU�ROGV�

Our target is married people who have completed college, are employed full-time and have and household income of $40,000 or more. We found that of all that have had DQ\�WULS�WR�0H[LFR��DUH�SUHVHQWO\�PDUULHG��KDYH�FRPSOHWHG�FROOHJH��DUH�HPSOR\HG�IXOO�WLPH��DQG��KDYH�D�KRXVHKROG�LQFRPH�RI��RUH�PRUH��6SH-FLÀFDOO\��ZH�DUH�WDUJHWLQJ�WKRVH�ZKR�ZRUN�LQ�WKH�EXVLQHVV��PDQDJHPHQW�DQG�ÀQDQFLDO�ÀHOGV�DV�6LPPRQV�UHSRUWV�WKDW�FRQVXPHUV�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXOD-tion to have had any trip to Mexico if they are MGMT/Business & Financial Operations.

It is important to know the attitudes of those traveling to Mexico. We found that con-VXPHUV�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�WUDYHO�WR�0H[LFR�LI�WKH\�EH-OLHYH�WKH�,QWHUQHW�KHOSV�WKHP�SODQ�DQG�ERRN�WUDYHO�DQG�WKDW�FRQVXPHUV�DUH��PRUH�likely than the general population to have had any trip to Mexico if when you need LQIRUPDWLRQ�WKH�ÀUVW�SODFH�\RX�ORRN�LV�WKH�,QWHUQHW��$V�D�UHVXOW�RI�WKLV�UHVHDUFK��ZH�KDYH�concluded that the Internet would be an effective way to target our consumers.

Through Simmons research we found that consumers are 49% more likely than the general population to travel to Mexico if they would be willing to make travel arrange-ments through a company they never heard of. As a result of this research, we have concluded that targeting people who would be making travel arrangements through a company they never heard of would be effective.

Through Simmons research we found that consumers are 49% more likely than the gen-eral population to go on vacation where activities are organized for them. Therefore, we will target people who like to go on vacation where activities are organized for them.

CAMPAIGN STRATEGY

30

7DUJHW��<RXQJ�3URIHVVLRQDOV�(continued)

:H�IRXQG�WKDW�FRQVXPHUV�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�any trip been to Mexico if they try to go somewhere different for vacation every time. As a result of this research, we have concluded that targeting people who like to go somewhere different for vacation every time would be effective.

It is important to know the behaviors of people traveling to Mexico to help make a suc-cessful plan.

It is important to know what TV shows consumers of Mexico travel are watching be-cause this could help us estimate how the general consumer interacts with hard versus soft news. In terms of TV shows, consumers of Mexico travel are most likely watching E, the Travel Channel and National Geographic. Through Simmons research, we found WKDW�FRQVXPHUV�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�WKH\�YLHZ��PRUH�OLNHO\�LI�WKH\�YLHZ�WKH�7UDYHO�&KDQQHO�DQG��PRUH�likely if they view National Geographic. Therefore, we will target people who watch E, the Travel Channel and National Geographic.

)RU�QDWLRQDO�GDLO\�QHZV��6LPPRQV�UHSRUWV�WKDW�FRQVXPHUV�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�DQ\�WULS�WR�0H[LFR�LI�WKH\�UHDG�WKH�:DOO�6WUHHW�-RXUQDO��PRUH�OLNHO\�LI�WKH\�UHDG�86$�7RGD\��DQG��PRUH�LI�WKH\�UHDG�WKH�1HZ�<RUN�7LPHV��7KLV�is important to know so we know where to place print media advertising. Therefore ZH�ZLOO�WDUJHW�SHRSOH�ZKR�UHDG�WKH�:DOO�6WUHHW�-RXUQDO��86$�7RGD\��DQG�WKH�1HZ�<RUN�Times.

CAMPAIGN STRATEGY

It is important to know what magazines people traveling to Mex-ico are reading so we know where to put our advertisements in print media. Of magazines, consumers of Mexico travel are most likely reading Conde Nast Traveler, American Way (American Airlines), Sky (Delta Airlines) and National Geographic Traveler. Through Simmons research, we found that consumers are 144% more likely than the general population to have taken any trip WR�0H[LFR�LI�WKH\�UHDG�ORRN�LQWR�&RQGH�1DVW�7UDYHOHU��PRUH�OLNHO\�LI�WKH\�UHDG�ORRN�LQWR�6N\��'HOWD�$LUOLQHV��DQG��PRUH�OLNH-ly if they read/look into National Geographic Traveler. Therefore, we will target people who read Conde Nast Traveler, American Way and Sky.

31

Strategies

Competitive Analysis & Branding

COMPETITIVE ADVANTAGE OF THE PRODUCTOur creative campaign and message strategy plan to emphasize the desirability of 0H[LFR�IRU�SXUSRVHV�RI�ERWK�EXVLQHVV�DQG�SOHDVXUH��:KLOH�WKDW�PD\�EH�D�XQLTXHO\�FUH-DWLYH�SRLQW�ZH�SODQ�WR�IRFXV�RQ��WKHUH�DUH�DOVR�PDQ\�RWKHU�DGYDQWDJHV�VSHFLÀF�WR�0H[-LFR�WKDW�ZLOO�FHUWDLQO\�EHQHÀW�RXU�FDPSDLJQ��)LUVW��WKH�SULFHV�0H[LFDQ�WRXULVP�RIIHUV�DUH�FRPSHWLWLYHO\�DGYDQWDJHRXV�WR�RWKHU�WUDYHO�GHVWLQDWLRQV��2XW�RI�WKH�WRS��LQWHUQDWLRQDO�GHVWLQDWLRQV�IUHTXHQWHG�E\�EXVLQHVV�WUDYHOHUV�²�RQH�RI�RXU�NH\�WDUJHW�PDUNHWV�²�0H[LFR�LV�DPRQJ�WKH�FKHDSHVW�ZKHQ�FRPSDULQJ�RYHUDOO�FRVWV��KWWS��VNLIW�FRP��WKH��PRVW�YLVLWHG�LQWHUQDWLRQDO�FLWLHV�E\�EXVLQHVV�WUDYHOHUV��,Q�DGGLWLRQ��IRU�WKH�8QLW-ed States market we are focusing on, Mexico has another extreme advantage over its competitors – location. Mexico is the closest international destination for both business (except Canada) and pleasure in proximity to the mainland United States. These two main factors will help us emphasize Mexico’s desirability in addition to our creative strat-egies.

UNIQUE SELLING PROPOSITIONOne of Mexico’s most important attributes is that it has a myriad of activities and op-portunities to offer travelers. Currently, the Mexican Tourism Board is marketing towards each of these individual aspects, which is resulting in too many specialized target ar-eas. Indeed, Mexico should be known for more than just its beaches, an aspect many of its competitors solely emphasize. But, their current emphasis can be more general-L]HG�ZKLOH�DOVR�UHPDLQLQJ�VSHFLÀF�HQRXJK�WR�WDUJHW�VPDOOHU�PDUNHWV��7ZR�RI�WKH�PDLQ�reasons individuals travel to Mexico are for business and vacation (or both combined). To continue with the idea that Mexico is more than just beaches while eliminating its extremely segmented target markets, we will instead focus on emphasizing the two PRVW�SRSXODU�PDUNHWV�LQ�0H[LFR�²�EXVLQHVV�DQG�SOHDVXUH��2XU�8QLTXH�6HOOLQJ�3URSRVLWLRQ�will be to focus on the desirability of Mexico for the many attributes it can offer travelers of different types. We will focus on the idea that Mexico is not a location for beaches, RU�IRU�RQH�SDUWLFXODU�W\SH�RI�SHUVRQ��2XU�FDPSDLJQ�HPSKDVL]HV�WKH�XQLTXH�DVSHFWV�RI�Mexico such as the Mayan ruins and other landmark locations that make Mexico a ORFDWLRQ�WR�WUDYHO�WR�IRU�PRUH�WKDQ�MXVW�VDQG�DQG�ZDWHU��%\�HPSKDVL]LQJ�WKH�XQLTXH�DV-SHFWV�RI�WKH�ORFDWLRQ�ZH�DUH�IRFXVLQJ�RQ�WKH�LGHD�WKDW�0H[LFR�LV�D�GHVWLQDWLRQ�ÍRU�DQ\�RFFDVLRQ�µ�7KLV�PHVVDJH�DOORZV�XV�WR�WDUJHW�PXOWLSOH�PDUNHWV�EHFDXVH�RI�WKH�LGHD�WKDW�there is something for everyone who is considering travel there.

CAMPAIGN STRATEGY


32

Competitive Analysis & Branding (continued)

BRANDINGJust as our campaign strategy is focusing on the desirability of Mexico, we want con-sumers to feel desired by our brand as well. By incorporating vibrant visuals and the idea of both work and play we plan to brand Mexico as an inviting place for all poten-tial travelers. Our advertisements will be posted in many kinds of media and will incor-SRUDWH�LQYLWLQJ�YLVXDOV�WKDW�HPSKDVL]H�VRPH�RI�WKH�XQLTXH�DQG�H[FLWLQJ�TXDOLWLHV�0H[LFR�has to offer. Using vibrant and colorful images of these Mexican attractions we will brand our product as a fun and inviting location to visit.

In addition, the two-way communication provided by our campaign will create a wor-ry-free, interactive message in consumer’s minds. One of the big issues Mexico needs WR�DGGUHVV�LV�WKH�IUHTXHQWO\�GLVFXVVHG�FULPH�UDWH��:KLOH�QXPEHUV�IRU�VRPH�DUHDV�PD\�EH�high, the issues are not occurring in the locations tourists are traveling. To ensure that consumers understand Mexico is a safe and welcoming environment to travel for busi-ness, pleasure, or both, the Mexican Tourism Board will focus on executing an extremely interactive communication campaign that encourages conversation between con-sumers and the brand. Providing this open line of communication will help to alleviate viewers and create a safe and welcoming brand image. In addition, the campaign will highlight some of the safest areas in Mexico to take the focus off of more negative images.

POSITIONING OF THE BRANDThe positioning of our brand amongst market competition will focus on our main idea that Mexico has much more to offer than just beaches. While many of Mexico’s com-petitors focus solely on their waterfront resorts, Mexico’s campaign will focus on the idea that this is a location that is much more than that. Mexico is a place with rich culture and exciting activities such as ancient ruins sites like the Pyramid of Kukulca, 0RUHOLD·V�%DURTXH�FDWKHGUDO��WKH�FRDVWDO�WRZQ�RI�&DPSHFKH�DQG�PDQ\�RWKHU�H[FLWLQJ�attractions. Highlights such as these are not focused on as much as the typical Mexican beaches. By emphasizing that Mexico is much more than just beaches we will also cre-ate the association that it is much more than it’s competitors.

While Mexico’s competitors are emphasizing their waterfront resorts, we will be empha-sizing the attractions you can enjoy in Mexico and the multiple reasons you can travel to the country. Our idea of creating a play for both work and play sends that message from the very beginning. Even before diving into any of Mexico’s attractions, marketing Mexico as a location for both business professionals and vacationers positions it as a more diverse travel location than its competitors are marketing themselves as.

CAMPAIGN STRATEGY

33

Scope

TIMING & SEASONAL STRATEGIESThe proposed strategy for the Mexican Tourism Board includes a year-round campaign throughout the United States to promote travel to Mexico during each month of the year. The start date of the campaign will be January 1st and the end date would be 'HFHPEHU��VW�RI�WKDW�VDPH�\HDU��

While the campaign will run throughout the year, it will be most highly concentrated RQ�WKH�GHVLUHG�PHGLD�GXULQJ�WZR�GLVWLQFW�SHULRGV�RI�WKH�\HDU��7KH�ÀUVW�ZLOO�RFFXU�IURP�)HEUXDU\��VW�WR�-XQH��WK��7KLV�WLPH�SHULRG�LQFOXGHV�WKH�SHDN�PRQWKV�LQ�ZKLFK�EHDFK�vacations are most often taken (July and August), and gives travelers ample time to plan vacations for Spring Break and the summer, (http://wikitravel.org/en/Mexico). The second period of highly concentrated advertisements will occur from September 1st WR�1RYHPEHU��WK�WR�DOORZ�WUDYHOHUV�WR�ERRN�WULSV�WR�0H[LFR�IRU�WKH�ZLQWHU�PRQWKV�DQG�holidays.

The year-round campaign will include eight months of concentrated advertisements in which ads will appear seven days per week on all desired media outlets. The cam-paign will feature more hourly advertisements on Tuesdays, as it is the day in which online travel sites feature the most booking discounts and is thus the most popular day IRU�RQOLQH�WUDYHO�ERRNLQJV��KWWS��ZZZ�EEF�FRP�WUDYHO�EORJ��ZKHQV�WKH�EHVW�WLPH�WR�ERRN�ÁLJKWV��2Q�7XHVGD\V��WKH�FDPSDLJQ�ZLOO�IHDWXUH�DGYHUWLVHPHQWV�IRU�the Mexico Tourism Board for an extended time period, from 9am to 9pm. Each of the other six days of the week will feature a concentration of ads from 4pm-9pm as it can be surmised that this time period garners increased Internet usage. The four months in which the campaign will be less concentrated (January, July, August, and December), will feature advertisements only four times per week from 4pm to 9pm. Advertisements on Tuesdays during these four months will continue to run from 9am-9pm.

GEOGRAPHICAL STRATEGIESThe Mexican Tourism Board campaign will be featured throughout major cities in the 8QLWHG�6WDWHV��7KH�FDPSDLJQ�ZLOO�EH�FRQFHQWUDWHG�LQ�WKH�IROORZLQJ�ÀYH�8�6��FLWLHV�ZLWK�WKH�ODUJHVW�SRSXODWLRQV��1HZ�<RUN��1HZ�<RUN��/RV�$QJHOHV��&DOLIRUQLD��&KLFDJR��,OOLQRLV��Houston, Texas and Philadelphia, Pennsylvania.

Our campaign’s primary target market includes both vacationers and business people. $FFRUGLQJ�WR�RXU�UHVHDUFK�ÀQGLQJV��PRVW�SHRSOH�WUDYHO�WR�0H[LFR�RU�ZRXOG�OLNH�WR�WUDYHO�WR�0H[LFR�IRU�HLWKHU�SHUVRQDO�YDFDWLRQV�RU�EXVLQHVV�WULSV��7ZR�KXQGUHG�DQG�VHYHQW\�ÀYH�percent of all men and women of any race are more likely than the general popula-WLRQ�WR�WUDYHO�WR�0H[LFR�LI�WKH\�WUDYHO�IRU�YDFDWLRQ��6LPLODUO\��SHUFHQW�RI�DOO�PHQ�DQG�women are more likely than the general population to have had any trip to Mexico for

business purposes only.

CAMPAIGN STRATEGY

34

Scope (continued)

GEOGRAPHICAL STRATEGIESIt can be inferred that individuals who live in America’s largest cities are most likely to travel to Mexico due to their level of education, career, average income and age. It LV�PRVW�HFRQRPLFDO�WR�LPSOHPHQW�RXU�FDPSDLJQ�LQ�WKH�ÀYH�DIRUHPHQWLRQHG�$PHULFDQ�cities because of their high populations and high concentration of our target market. Our target market of young professionals and business people will undoubtedly be reached by focusing our campaign on these cities. Placing advertisements through-out these cities will additionally promote travel to Mexico among residents of the cities surrounding suburbs, as these individuals may travel into these cities on a regular basis. Our campaign will then additionally reach our target market of people who would like to travel to Mexico for a vacation.

Within these aforementioned cities, the campaign will be targeted at individuals who are looking for international travel options at locations including airports, train stations and travel agencies, by increasing public relations and promotional efforts to encour-age tourist travel to Mexico.

CAMPAIGN STRATEGY

Media Mix

7R�UHLWHUDWH��RXU�JRDO�LV�WR�KDYH�D�\HDU�URXQG�FDPSDLJQ��7KLV�PHDQV�D��PRQWK�H[SR-sure to our key ideas, thus implanting a sense of safety and lure to the country of Mex-ico. As we mentioned before, we would increase the marketing efforts from February until June, and again from September until November. Within these eight months, we plan to hit viewers from afternoon until night and most of the day on Tuesdays due to the day’s high rate of travel bookings.

Overall, our media marketing strategy epitomizes a media mix; a blend of visual me-GLD�DQG�ZRUG�RI�PRXWK�GHÀQHG�E\�ZKHUH�WDUJHWV�OLYH��ZRUN�DQG�SOD\��,I�ZH�UHIHU�WR�WKH�situation analysis, we can best pinpoint the mediums of value and project a budget breakdown.

7KLV�OXUH�WR�0H[LFR��RU�DV�ZH�FDOO�LW��GHVLUDELOLW\��PXVW�ÀUVW�EH�DOLJQHG�ZLWK�RXU�FHQWUDO�strategy. That is, to subdivide our audience into vacationers and business travelers. Both categories should extract desirability from our campaign. Because of the apparent overlap in the categories’ age groups/demographic, we want this message to be cen-tral on media that represent the overlap.

35

Some of our most striking data is the correlation between travel magazine readers and 0H[LFR�WUDYHOHUV��:H�ZDQW�WR�DOORFDWH��RI�WKH��PLOOLRQ�EXGJHW�WR�PDJD]LQHV��7KH��ZRXOG�JR�WRZDUGV�PRQWKO\�H[SRVXUH�LQ��RI�RXU�KLJKHVW�GDWD�SRLQWV��&RQGH�1DVW�Traveler, American Way, and Sky magazines.

$FFRUGLQJ�WR�6LPPRQV��WR��\HDU�ROGV�DUH�PRVW�OLNHO\�WR�KDYH�WDNHQ�D�WULS�WR�0H[LFR��whether for vacation or business purposes. Data also shows that the average user on VRFLDO�QHWZRUNV�LV��\HDUV��7KHUHIRUH��DQRWKHU��RI�RXU�EXGJHW�VKRXOG�JR�WRZDUGV�online marketing. This would include a marketing mix on travel websites, social media (Facebook and Twitter), and search engines.

Because of the largely visual nature of our campaign, i.e. associating a beautiful coun-try with your desire to vacation or do business there, it is important to allocate resources to other visual mediums. One in particular that will increase slogan recall and visual at-WHQWLRQ�LV�WHOHYLVLRQ��:H�VKRXOG�DOORFDWH��RI�RXU�EXGJHW�WR�79�DGYHUWLVLQJ��ZKLFK�ZLOO�focus on entertainment news programming and one spot during the Super Bowl.

The newspaper is also a visual medium of value, especially for those interested in busi-ness travel. We should allocate 10% of the budget towards newspapers. We found that Mexico travelers read The Wall Street Journal the most, and can pinpoint business trav-elers with ads in the travel sections. The rest of the budget would go towards radio, outdoor, and direct mail. Radio would UHFHLYH��RXWGRRU�ZRXOG�UHFHLYH��DQG�GLUHFW�PDLO�ZRXOG�UHFHLYH��URXJKO\�DQ�even amount of exposure). We found the least data correlating these mediums with Mexico travel but still think it is important to engage those who do consume media in those places.

7KH�DOORFDWLRQV�HTXDO��RI�RXU�EXGJHW��8OWLPDWHO\��ZH�ZDQW�WR�HQJDJH�RXU�RYHUODS-ping age/demographic market with TV, online, and magazine advertisements. Then we can pinpoint vacationers and business travelers with newspaper, radio, outdoor, and direct mail advertisements. With this tactic, everyone feels Mexico’s desirability one of two ways.

CAMPAIGN STRATEGY Media Mix (continued)

Message Strategy

0DG�0HGLD�$JHQF\�KDV�WZR�PDLQ�WDUJHW�DXGLHQFHV��´WKH�YDFDWLRQHUVµ�DQG�´WKH�\RXQJ�SUR-IHVVLRQDOV�µ�7KH�YDFDWLRQHUV�LQFOXGH�ERWK�PHQ�DQG�ZRPHQ�RI�DOO�UDFHV�DQG�HWKQLFLWLHV�ZKR�DUH�EHWZHHQ�WKH�DJHV�RI��ZKLOH�WKH�\RXQJ�SURIHVVLRQDOV�DUH�PHQ�DQG�ZRPHQ�RI�DOO�UDF-HV�DQG�HWKQLFLWLHV�ZKR�DUH�EHWZHHQ�WKH�DJHV��DQG�DUH�WUDYHOLQJ�IRU�EXVLQHVV�SXUSRVHV��A lot of the data we gathered overlapped with both target audiences, but the following is a summary of the general demographics of these audiences.

36

CAMPAIGN STRATEGY

Message Strategy (continued)

2YHU��RI�WKRVH�ZKR�KDYH�WUDYHOHG�WR�0H[LFR�DUH�PDUULHG�DQG�ZRUN�IXOO�WLPH��6SHFLÀF�WR�the young professionals category, this target audience is more likely than the general popu-lation to have traveled to Mexico if they completed college, work in Management/Business and Financial Operations and/or have a household income of $40,000. In terms of behaviors, both targets are more likely than the general population to use the Internet to research, plan, and book travel. They both are also more likely than the general population to read The Wall 6WUHHW�-RXUQDO��86$�7RGD\��7KH�1HZ�<RUN�7LPHV��DQG�&RQGH�1DVW�7UDYHOHU��LI�WKH\�ZDWFK�(��DQG�The Travel Channel.

Mad Media Agency’s main message is to persuade our target audiences to travel to Mexico for both vacation/pleasure and/or business by offering a variety of attractive activities that will appeal to these particular groups of people. We also want to alleviate our audiences’ worries and concerns about Mexico’s safety by clearing up any myths from the media about crime rates in Mexico and inform them about safe areas in Mexico where they can travel. 6DIHW\�LQIRUPDWLRQ�ZLOO�EH�SURYLGHG�WR�SHRSOH�WKURXJK�RXU�3XEOLF�5HODWLRQV�RXWOHWV��VSHFLÀFDO-ly through an interactive online chat. People who visit the Mexico Tourism website can talk directly with representatives from the Mexico Tourism Board as well as experts on safety and ZHOOQHVV��7KH\�FDQ�DQVZHU�DQ\�TXHVWLRQV�WKDW�SHRSOH�PLJKW�KDYH�DERXW�WKH�VDIHW\�RI�FHUWDLQ�areas in Mexico and the measures being taken to reduce crime. We will so have a tab ded-icated to safety on our website. More expert advice, information, and tips for safety can be found there.

The key word our agency will focus on is desirable and variety. We want Mexico to be the most desirable place to travel for business and for pleasure. We want to brand Mexico as a place with a dual purpose (business and pleasure) that offers a variety of different activities and opportunities that will satisfy both our target audiences, the business professional and the vacationers. Mexico is desirable not only because of its beautiful beaches, rich culture, and family friendly resorts, but also because of its convenience for business travel both economi-cally and geographically.

Our target audience should believe our agency’s campaign because our message strategy is based off research conducted on Simmons and other credible online database sources like Mintel. Our research positions Mexico as a travel destination that offers a variety of opportu-nities for travel, including business and pleasure or both. After seeing our campaign, people will better understand the relative safety of Mexico when compared with other travel desti-nations. This will change their negative views and attitudes about Mexico into more positive ones. Furthermore, we want our target audiences to consider Mexico as an attractive travel spot for whatever their needs and wants may be and know where to go to enjoy Mexico safely.

37

Message Strategy (continued)

0RUH�VSHFLÀFDOO\��ZKHWKHU�WKH\�DUH�WUDYHOLQJ�IRU�EXVLQHVV�RU�SOHDVXUH��ZH�ZDQW�RXU�DXGLHQFHV�to have a good understanding of the cities/regions in Mexico that are most accommodat-ing to their needs such as a family vacation, relaxing couples trip, or business convention. For example, Mexico City is a popular destination for business-related trips, Acapulco, Cabo San Lucas, Cancun, and Puerto Vallarta are popular beach destination for families and couples. (Simmons). Mad Media Agency believes our campaign will not only change their attitudes, but also their behavior and start booking trips to Mexico!

In general, people should feel encouraged about the Mexico as a country and a travel des-tination. We will work towards changing people’s attitudes about Mexico to positives ones through our inviting advertisements and public relations efforts to promote safety and allevi-ate any fears people may have. Our website will address safety head-on through facts and statistics about crime and safety in Mexico. A panel of experts about safety and wellness will give tips for safety on our website and give a context to the stories they are hearing about crime. More importantly, our website will provide information about what is being done to reduce crime, i.e. actions taken by the Mexican government. If people know how to be safe and avoid crime, they will see Mexico as a inviting travel destination.

Because we position Medico as a place that has more than beaches, but also is a hub for business related opportunities, people should also feel excited after seeing our campaign and look into booking a trip for whatever their reason for traveling is.

CAMPAIGN STRATEGY

Competitor Analysis

CRIMEContrary to people’s beliefs, Mexico is safer than many other travel destinations. Ac-FRUGLQJ�WR�WKH�GDWD�SURYLGHG�IURP�WKH�812'&�+RPLFLGH��6WDWLVWLFV��VHH�JUDSKV�EH-low), many cities in Mexico have a lower homicide rate than cities that are considered relatively safe in the United States. For example, Cancun, which some people think is dangerous, actually has a lower homicide rate than Indianapolis (UNODC Homicide ��6WDWLVWLFV��)XUWKHUPRUH��5LYLHUD�0D\D��D�SRSXODU�EHDFK�GHVWLQDWLRQ�LV�QHDUO\�DV�safe as Finlandia. This data could be used in our campaign to show the relative safety of various locations in Mexico as compared to other travel cities around the world.

6SHFLÀFDOO\�IRU�EXVLQHVV�WUDYHOHUV�ZKR�PD\�ZDQW�WR�FRQGXFW�EXVLQHVV�PHHWLQJV�LQ�&HQ-tral America, Mexico is one of the safest travel options, and happens to be the closest WR�WKH�8QLWHG�6WDWHV��$FFRUGLQJ�WR�812'&�+RPLFLGH�6WDWLVWLFV�IURP��VHH�FKDUW�EHORZ��0H[LFR�KDV�D�JHQHUDO�GRZQZDUG�WUHQG�IRU�WKH�UHSUHVHQWHG�ÀIWHHQ�\HDU�period.

38

6SHFLÀFDOO\�IRU�EXVLQHVV�WUDYHOHUV�ZKR�PD\�ZDQW�WR�FRQGXFW�EXVLQHVV�PHHWLQJV�LQ�&HQ-tral America, Mexico is one of the safest travel options, and happens to be the closest WR�WKH�8QLWHG�6WDWHV��$FFRUGLQJ�WR�812'&�+RPLFLGH�6WDWLVWLFV�IURP��VHH�FKDUW�EHORZ��0H[LFR�KDV�D�JHQHUDO�GRZQZDUG�WUHQG�IRU�WKH�UHSUHVHQWHG�ÀIWHHQ�\HDU�period. For those who remain unconvinced, there are areas with major crime rates, but they tend to be more the boarders and as this graph represented there are much safer areas in Mexico.

Competitor Analysis (continued)

CAMPAIGN STRATEGY


39


BEACHESMexico’s main beach destinations include: Acapulco, Cabo San Lucas, Cancun, and Puerto Vallarta (Simmons). According to the data collected from Simmons, Mexico’s largest competitors for beach destinations include: The Bahamas, the Dominican Re-public, Jamaica, Puerto Rico and the U.S. Virgin Islands. Looking at the demographics IRU�RXU�WDUJHW�DXGLHQFHV��FROOHJH�JUDGXDWHV��\RX�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�WUDYHOHG�WR�0H[LFR��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�WKH�%DKD-PDV��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�-DPDLFD��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�WKH�'RPLQLFDQ�5HSXEOLF��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�3XHUWR�5LFR��DQG��more likely to have traveled to the U.S. Virgin Islands. Furthermore, for people ages ��\HDUV�ROG��\RX�DUH��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�0H[LFR��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�7KH�%DKDPDV��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�WKH�'RPLQLFDQ�5HSXEOLF��DQG��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�3XHUWR�5LFR��6LPPRQV��

In the Bahamas, The Abacos Island has popular beaches such as Tahiti Beach, which is NQRZ�IRU�EHLQJ�ÍDPLO\�IULHQGO\�µ�EHDFK��DQG�7UHDVXUH�&D\�%HDFK��ZKLFK�RIIHUV�D�ORW�RI�DFWLYLWLHV�OLNH�EHDFK�YROOH\EDOO��SDUDVDLOLQJ��DQG�ZDWHU�VSRUW�HTXLSPHQW�UHQWDOV��$QRWKHU�popular island is Grand Bahama Island, which sells itself both on its historic appeal and EHDXWLIXO�EHDFKHV��$QRWKHU�FRPSHWLWRU�ZRXOG�EH�%LPLQL��DV�LW�LV�MXVW��PLOHV�RII�RI�)ORUL-GD·V�FRDVW��7KH�2IÀFLDO�6LWH�RI�7KH�%DKDPDV��,Q�-DPDLFD��0RQWHJR�%HDFK�LV�D�SRSXODU�place for wealthy tourists and college students to travel (USA Today), which is the same market Mexico competes for.

CAMPAIGN STRATEGY

40

BUSINESS$FFRUGLQJ�WR��DQQXDO�([SHQVH�,4�5HSRUW�E\�&RQFXU��D�WUDYHO�DQG�H[SHQVH�FRPSXW-erization company, Mexico City is Mexico’s most popular destination for business travel. Mexico City’s top competitors in this division of travel are listed in the table below. How-ever, Mexico City has an economic advantage in that the total cost of travel, including GLQLQJ��HQWHUWDLQPHQW��JURXQG�WUDQVSRUW��DQG�ORGJLQJ�LV�VLJQLÀFDQWO\�FKHDSHU�WKDQ�WKH�OHDGLQJ�FRPSHWLWRUV��)RU�H[DPSOH��LW�LV�QHDUO\��PRUH�H[SHQVLYH�WR�HQJDJH�LQ�EXVLQHVV�travel in London than in Mexico City. MMA would exploit this fact to attract more busi-ness travelers. Factoring in airfare from the United States to Mexico City versus London would be even advantageous.

7KH�UHVHDUFK�,�FRQGXFWHG�RQ�6LPPRQV�PLUURUHG�&RQFXU·V��DQQXDO�([SHQVH�,4�UH-SRUW��5HVHDUFK�UHVXOWV�VKRZHG�WKDW�SHRSOH�ZKR�WUDYHO�IRU�EXVLQHVV�RQO\�ZHUH��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�&KLQD��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�*HUPDQ\��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�7KH�8QLWHG�.LQJGRP��DQG��PRUH�OLNHO\�WR�KDYH�WUDY-eled to Canada. People who travel for both business and pleasure are mostly traveling to European countries. For example, people traveling for business and pleasure are ��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�7KH�8QLWHG�.LQJGRP��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�*HUPDQ\��DQG��PRUH�OLNHO\�WR�KDYH�WUDYHOHG�WR�&DQDGD��

According to Germany’s tourism board, the top places to travel for business in Ger-many are major cities like Berlin, Munich, and Hamburg. In the United Kingdom they include London, Edinburgh, Manchester and Birmingham (The Guardian). In Canada, Toronto, Saskatoon, and Greater Calgary are areas known for business travel and entre-preneurial spirit.

��DQQXDO�([SHQVH�,4�5HSRUW�²�&RQFXU��7R�DWWUDFW�EXVLQHVVHV�WUDYHOHUV��0DG�0HGLD�Agency will create print ads that will directly target companies looking to book trips to Mexico. Print ads will be placed in travel magazines, business magazines, and newspa-pers. Furthermore, we will send out a direct mail piece to the executives of top com-panies, encouraging them to hold business related activities in Mexico, i.e. company conventions, company retreats and workshops.

2XU�3XEOLF�5HODWLRQV�WHDP�ZLOO�KROG�DQ�HYHQW�LQ�1HZ�<RUN�&LW\�FDOOHG�0H[LFR��)RU�DQ\�Occasion Fiesta. The Mexico Tourism Board is in partnership with Tostitos and Corona Ex-tra so they will sponsor the event. This goal of this event is to have company executives book business-related trips to Mexico. To achieve this, we will have travel agents there to talk directly to the company executives and give them travel information as well as a 10% off booking fees for a resort. This event gives a face to our brand and directly targets one of our target audiences, the business professionals.


CAMPAIGN STRATEGY

41


CAMPAIGN STRATEGY

Creative Brief

Three Key Issues

After looking at Mexico Tourism Board’s previous campaign, we understand that they KDYH�EHHQ�DGYHUWLVLQJ�DOO�WKH�YDULRXV�RSSRUWXQLWLHV�WKDW�0H[LFR�KDV�WR�RIIHU��6SHFLÀFDO-O\��07%�SDVW�SUHYLRXV�FDPSDLJQV�ZHUH�´0H[LFR��WKDW�SODFH�\RX�WKRXJKW�\RX�NQHZ�µ�HPSKDVL]LQJ�WKDW�WKHUH�LV�PRUH�WR�0H[LFR�WKDQ�MXVW�EHDFKHV�DQG�´/LYH�,W�WR�%HOLHYH�,Wµ��VWULYLQJ�WR�UHEXLOG�WKH�LPDJH�RI�0H[LFR·V�SULPDU\�UHVRUW�GHVWLQDWLRQV�VXFK�DV�5LYLHUD�Nayarit and Puerto Vallarta. Since MTB has been trying to target to multiple niches, our goal is to develop a campaign with a unifying message that targets customers for work and pleasure. First and foremost, this campaign must address that Mexico is the perfect destination for vacations and for other gatherings such as business conventions. The second issue that needs to be addressed is that Mexico is a safe place for those who want to vacation or have business gatherings. Lastly, our campaign will be interactive and hopefully drive potential customers to MTB’s website to plan and book their travel.

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Expectations of Target

As a result of this advertising, we expect our targets to feel that Mexico is the perfect destination for vacationing and for other gatherings such as business events. Our cre-ative plan will be designed to target businessmen and vacationers. We hope that once seeing the messaging, our targets will want to consider Mexico for their next vacation or business event and eventually book their trip. It is also important for our target to know that although there has been crime and danger in Mexico, the areas that we are advertising (such as Cancun, Puerto Varllarta) are not where crimes have been taking place.

CAMPAIGN STRATEGY

Key Consumer Insight

$FFRUGLQJ�WR�RXU�UHVHDUFK��ZH�IRXQG�WKDW�SHRSOH�ZKR�WUDYHO�IRU�EXVLQHVV�RQO\�DUH��PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�KDG�DQ\�WULS�WR�0H[LFR��7KLV�ÀQGLQJ�LV�VLJQLÀFDQW�DQG�KHOSV�VXSSRUW�RXU�VHOHFWHG�WDUJHW�EHFDXVH�WKH�FKDQFHV�RI�EXVLQHVV-men going to Mexico are very likely and it is important that our messaging appeals to WKLV�QLFKH��$OVR�DQRWKHU�VLJQLÀFDQW�ÀQGLQJ�LV�WKDW��RI�SHRSOH�DUH�PRUH�OLNHO\�WKDQ�the general populations to have had trip to Mexico if the Internet helps them plan and book their travel. MTB’s website is easy to navigate and our advertising needs to drive potential customers to the website since they are more likely to book their trip online. $W�WKH�HQG�RI�FRPPHUFLDOV�IRU�LQVWDQFH��LW�ZLOO�VD\�VRPHWKLQJ�DORQJ�WKH�OLQHV�RI��´�JR�WR�PH[LFRWRXULVP�FRP�WR�ERRN�\RXU�WULS�RU�HYHQW�WRGD\�µ��

Strategic Communication

The one strategic thing we need to communicate is that Mexico is the perfect place for business and pleasure. There is much overlap with the people who come for work and pleasure and we will create a unifying message that appeals to both niches. Our cam-SDLJQ·V�VORJDQ�´)RU�$Q\�2FFDVLRQµ�FRPPXQLFDWHV�SHUIHFWO\�WR�ERWK�WDUJHWV��:KHWKHU�it is a business convention or for a family vacation, Mexico is the desirable destination for any planned occasion. This can be done with a very inviting and visual appealing campaign. Mexico has so much to offer to those who work and want to vacation and we want our campaign’s tone to speak directly to those people. Our campaign wants to get our target audience excited and make Mexico their desirable destination.

CREATIVE PLANJordyn Heller & Elisabeth Grisa | Creative Directors

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Selling Premise

Mexico is the perfect and most desirable destination for purposes of both business and plea-sure. Mexico is desirable not only because of its beautiful beaches, rich culture, and family friendly resorts, but also because of its convenience for business travel both economically and geographically. Mexico’s location and affordability make Mexico competitively advan-tageous compared to other travel destinations.

Campaign Theme

7KURXJK�RXU�FDPSDLJQ��ZH�ZDQW�WR�HPSKDVL]H�RXU�XQLTXH�VHOOLQJ�SURSRVLWLRQ��ZKLFK�LV�WKDW�Mexico is the perfect destination for vacations and for business-related travel. Our cam-paign’s big idea focuses on showing various aspects that Mexico has to offer, such as business conventions, exotic adventures, fascinating culture, and luxurious resorts.

%DVHG�RQ�WKLV�LGHD��RXU�VORJDQ�´)RU�$Q\�2FFDVLRQµ�DFWV�DV�D�XQLI\LQJ�PHVVDJH�WKDW�FRQQHFWV�ERWK�EXVLQHVV�SURIHVVLRQDOV�DQG�YDFDWLRQHUV��´)RU�$Q\�2FFDVLRQµ�UHVRQDWHV�ZLWK�RXU�FDP-paign’s theme because it communicates the range of opportunities that Mexico has to offer for both of our target markets. The idea of both work and pleasure brand Mexico as an invit-ing place for all potential travelers. Whether it is a business convention or a family vacation, we want our targets to know that Mexico will be the perfect destination for whatever the occasion.

CREATIVE PLAN

Creative Appeal

/LIH�LV�ÀOOHG�ZLWK�PDQ\�GLIIHUHQW�RFFDVLRQV�DQG�UHDVRQV�WR�FHOHEUDWH��0$'�0HGLD�$JHQF\�appeals to this idea in our advertisements by showing that Mexico is the perfect place to host ZKDWHYHU�WKH�RFFDVLRQ�PD\�EH��0RUH�VSHFLÀFDOO\��WKHVH�DGYHUWLVHPHQWV�VKRZ�WKDW�0H[LFR�can enhance these occasions and make them better. This creative appeal shows the versatil-ity of travel in Mexico for both our audiences. Mexico accommodates all occasions. Whether it’s your anniversary, or you are traveling for a business convention, Mexico can make your experience better. Just as our campaign strategy is focusing on the desirability of Mexico, we want consumers to feel desired by our brand as well. The vibrant visuals and interactivity of our advertisements will attract our audiences and stand out against competitors.

45

2XU�FUHDWLYH�FRQFHSW�ZLOO�HPSKDVL]H�RXU�XQLTXH�VHOOLQJ�SURSRVLWLRQ�E\�LQWHJUDWLQJ�WKH�LQWHUHVW�RI�RXU�WDUJHW�PDUNHWV��2XU�VORJDQ�´)RU�$Q\�2FFDVLRQµ�DOORZV�XV�WR�WDUJHW�PXOWLSOH�PDUNHWV�DQG�promote the various aspects Mexico has to offer. We will incorporate advertisements through-out various media platforms, like television, radio, newspapers and magazines, billboards, GLUHFW�PDLO��DQG�RQOLQH��7KH�DGYHUWLVHPHQWV�XVH�LQYLWLQJ�YLVXDOV��OLNH�EHDXWLIXO�WXUTXRLVH�EHDFK-HV�DQG�KLVWRULF�ODQGPDUNV��7KHVH�DGYHUWLVHPHQWV�ZLOO�HPSKDVL]H�MXVW�VRPH�RI�WKH�XQLTXH�DQG�exciting opportunities Mexico has to offer. It is important that our slogan resonates across all platforms so that our audiences will understand and recall our big idea. The goal of the cam-paign is make our audiences view Mexico as a desirable destination for any occasion and book their next trip to Mexico.

Creative Concept

CREATIVE PLAN

Creative Execution

Direct Mail

The use of direct mail for this campaign will be to invite business executives to Mexico 7RXULVP�%RDUG·V�XQLTXH�SURPRWLRQDO�HYHQW��0H[LFR��)RU�$Q\�2FFDVLRQ�)LHVWD��0H[LFR�Tourism Board will partner with Tostitos and Corona Extra and host the Mexico: For Any 2FFDVLRQ�)LHVWD�LQ�1HZ�<RUN��1<��$W�WKLV�HYHQW��JXHVWV�ZLOO�KDYH�WKH�FKDQFH�WR�PHHW�directly with the Mexico Tourism Board’s esteemed travel agents and receive detailed information about holding company retreats, meeting and conventions in Mexico’s popular tourist destinations. The event also provides invitees the opportunity to learn more about Mexico’s diverse culture and safety. MAD Media Agency hopes the Mexi-co: For Any Occasion Fiesta will make businesses consider booking their next company event with Mexico Tourism Board. To provide more of an incentive for booking, attend-ees at the Mexico: For Any Occasion Fiesta will receive a limited-time promotional offer RI��SHUFHQW�RII�ERRNLQJ�IHHV�IRU�D�EXVLQHVV�HYHQW�DW�RQH�RI�0H[LFR·V�ÀYH�VWDU��DOO�LQFOX-sive resorts in Cancun, Riviera Maya, Los Cabos or Puerto Vallarta. The invitations will be PDLOHG�WR�WKH�WRS�H[HFXWLYHV�LQ�RXU�FDPSDLJQ·V�ÀYH�WDUJHWHG�FLWLHV��1HZ�<RUN��&KLFDJR��Los Angeles, Philadelphia, and Houston

46

Direct Mail

CREATIVE PLAN

47

Newspapers & Magazines

The use of advertisements for this campaign allows for us to present the various opportunities Mexico has to offer in a visually appealing way. In order to remain FRQVLVWHQW�ZLWK�RXU�VORJDQ�´)RU�$Q\�2FFDVLRQµ��ZH�ZLOO�FUHDWH�D�VHULHV�RI�SULQW�DGV�that promote the variety of occasions that our target markets, business profes-sionals and vacationers, would partake in.

7KLV�´<RX�&DQ�0L[�%XVL-QHVV�ZLWK�3OHDVXUHµ�print advertisement resonates strongly with theme of our cam-paign. With business professionals being one of our target markets, this showcases how Mexico can be a place for both work and plea-sure. After focusing on a work convention, business professionals can enjoy time relax-ing time on the beach. This ad will appear in business professional interest magazine and newspapers such as and Conde Nast Trav-eler, American Way (American Airlines), Sky (Delta Airlines), and The Wall Street Journal.

CREATIVE PLAN


48

Newspapers & Magazines (continued)

7KLV�´7DNH�<RXU�)DPLO\�7R�1HZ�+HLJKWVµ�SULQW�DGYHUWLVHPHQW�ZLOO�DSSHDO�WR�our vacationers who enjoy going on adventurous family trips. Our cam-paign emphasizes various activities Mexico has to offer, one of which in-cludes Zipling. Such activities will take their family trips to the next level. This ad will appear in vacationer interest magazines and newspapers such as Conde Nast Traveler, American Way (American Airlines), Sky (Delta Air-OLQHV��7KH�1HZ�<RUN�7LPHV�DQG�86$�7RGD\�

CREATIVE PLAN

49

Newspapers & Magazines (continued)

7KLV�´)RU�$Q\�2FFDVLRQµ�DG�ZLOO�DSSHDO�WR�YDFDWLRQHU�FRXSOHV�ORRNLQJ�IRU�D�romantic get away. Whether it is a wedding or anniversary, Mexico provides several opportunities for couples to make lasting memories. This ad will appear in vacationer interest magazines and newspapers such as Conde Nast Traveler, $PHULFDQ�:D\��$PHULFDQ�$LUOLQHV��6N\��'HOWD�$LUOLQHV��7KH�1HZ�<RUN�7LPHV�DQG�USA Today.

CREATIVE PLAN

50

Billboards

2XU�FDPSDLJQ�ZLOO�FRQVLVW�RI�WZR�ELOOERDUGV��7KH�´5XQQLQJ�ODWH�IRU�ZRUN�KDV�QHY-HU�EHHQ�VXFK�D�EUHH]Hµ�ELOOERDUG�ZLOO�EH�GLVSOD\HG�LQVLGH�WKH�DLUSRUWV�ZLWKLQ�RXU�FDPSDLJQ·V�ÀYH�WDUJHWHG�FLWLHV��1HZ�<RUN��&KLFDJR��/RV�$QJHOHV��3KLODGHOSKLD��and Houston. This billboard will appeal our business professional market. Since EXVLQHVV�SURIHVVLRQDO�WHQG�WR�WUDYHO�TXLWH�RIWHQ��WKH�ELOOERDUG�ZLOO�EH�GLVSOD\HG�LQ�various terminals to ensure exposure.

CREATIVE PLAN

51

Billboards (continued)

7KH�´7DNH�<RXU�)DPLO\�7R�1HZ�+HLJKWVµ�RXWGRRU�ELOOERDUG�ZLOO�EH�GLVSOD\HG�QHDU�WKH��DLUSRUWV�ZLWKLQ�RXU�FDPSDLJQ·V�ÀYH�WDUJHWHG�FLWLHV��1HZ�<RUN��&KLFDJR��/RV�Angeles, Philadelphia, and Houston. This outdoor billboard will appeal to our va-cationers who enjoy going on adventurous family trips. Our campaign emphasiz-es various activities Mexico has to offer, one of which includes Parasailing.

CREATIVE PLAN

52

Broadcast - Television

The commercial advertisements for this campaign follow the unifying message that Mexico is the perfect destination for any occasion. This WKHPH�LGHQWLÀHV�WKH�YHUVDWLOLW\�RI�WUDYHO�LQ�0H[LFR��7KH�WHOHYLVLRQ�DGV�DUH�intended to contrast the boring of the everyday way of celebrating an occasion versus a more exciting way by travelling to Mexico. There are places to go and things to do and see in Mexico that make any occa-sion better.

The content of the advertisements was created around the demograph-ics of our two audiences, the business professionals and the vacationers. According to Simmons research, consumers are 94% more likely than the general population to have any trip been to Mexico if they like to GR�ZDWHU�VSRUWV��PRUH�OLNHO\�WR�SOD\�JROI��PRUH�OLNHO\�WR�JR�WR�WKH�EHDFK�DQG��PRUH�OLNHO\�WR�ÀQH�GLQH�RQ�YDFDWLRQ��7KHUHIRUH��0$'�Media Agency wants to incorporate these activities in the broadcast advertisements in order to appeal to our audiences.

The advertisements will appear year-round on broadcast television as well as cable television channels like E, Travel Channel, and National Geographic. Viewers of these channels were more likely than the gener-al population to travel to Mexico (Simmons).

MAD Media also created a seasonal commercial, which will be played during the fall and winter months (September-December), giving audi-ences enough time to book a trip for the holidays. This commercial will VSHFLÀFDOO\�DSSHDO�WR�WKH�ZDUP�ZHDWKHU�DQG�EHDFKHV�RI�0H[LFR��ZKLOH�still adhering to the theme that Mexico is the travel spot for any occa-sion.

CREATIVE PLAN


53

Broadcast - Television (continued)

ADVERTISEMENT 1A businessman, in intense concentration, lines up his shot on the fake golf green VWULS�LQ�KLV�FUDPSHG�RIÀFH��

Papers cover his desk and the buzz of computers, phones, and talking can be KHDUG�IURP�RXWVLGH�KLV�RIÀFH��+H�VWDQGV�XS��KROGLQJ�WKH�JROI�FOXE��+H�ORRNV�DW�WKH�hole and then at the golf ball. Preparing to swing, he moves the club back.

Cut to: the businessman on spacious green in Puerto Vallarta, Mexico swinging his golf club, hitting the ball.

An image of the Mexico Tourism Board logo appears on screen. VO: Mexico, for any occasion. Book your vacation today at mexicotourism.com

CREATIVE PLAN


54

Broadcast - Television (continued)

ADVERTISEMENT 2A wife sits at their dining room table. An anniversary card is propped up at the table.

The husband has prepared his wife a meal to celebrate their anniversary. He brings over the plate of food and sets it in front of her.

Her smile turns into a look of disdain as she stares at the plate of burnt fajitas and a slop of refried beans.

Kaely Levy | Research DirectorCREATIVE PLAN

55

ADVERTISEMENT 2 (continued)Cut to shot of a server serving a plate a delicious gourmet Mexican feast to the husband and wife.

They are sitting outside at a fancy restaurant in Cancun, Mexico. They clink their glasses and smile.


Kaely Levy | Research Director Broadcast - Television (continued)


56

ADVERTISEMENT 3A man is reading about the Mayan temples online. As he scrolls through the pictures, he sees an interactive ad from the Mexico Tourism Board telling him to ÉRRN�\RXU�WULS�WRGD\�µ�+H�FOLFNV�RQ�WKH�DG�

Cut to: The man with his family looking up at the Mayan temples.Camera moves up looking over the Mayan ruins.

Cut to an image of the Mexico Tourism Board logo.VO: Mexico, for any occasion. Book your vacation today at mexicotourism.com



57

SEASONAL ADVERTISEMENTA family is outside shoveling snow off their driveway. Everyone looks miserable and cold. The kids run off to play in the snow, while the mother and father do all the work.

Cut to a shot of the kids shoveling sand into bucks to make a sand castle on the warm beaches of Cancun, Mexico.

The mother and father sit back and relax in their beach chairs as they watch over their kids. Everyone is smiling.




58

SUPERBOWLOur Super Bowl advertisement promotes the sponsored sweepstakes by Tostitos and Corona to win an all-inclusive trip for four to Cancun, Mexico. The adver-tisement uses humor to present important information about the sweepstakes, which will ultimately drive the to our website, visitmexico.com.

ADVERTISEMENTA wife comes home to see her husband and his friends in the living room watch-ing the Super bowl game on television. They are surrounded by bags and bags of Tostitos chips, as well as plenty of opened Corona beer bottles. The men munch furiously away at the chips and guzzle down beers, creating a huge mess.

SOT(Wife):�8K��ZKDW�LV�JRLQJ�RQ�KHUH"



59

SUPERBOWL ADVERTISEMENT (continued)The husband keeps his eyes glued to the screen, putting one chip after the other in his mouth.

SOT (Husband): 1RWKLQJ��KRQH\�MXVW�ZDWFKLQJ�WKH�JDPH"�NATSOT: 0HQ�FKHHU�ORXGO\�DIWHU�WKHLU�WHDP�PDNHV�D�ÀHOG�JRDO�

SOT(Wife): :KDW�LV�ZLWK�DOO�WKH�IRRG�DQG�GULQNV"�,�GLGQ·W�UHDOL]H�RXU�6XSHU�%RZO�SDU-ty this big!

SOT (Husband):�2K�DOO�WKLV"�'LGQ·W�\RX�KHDU"�7RVWLWRV�DQG�&RURQD�DUH�JLYLQJ�away a free all-inclusive trip for four to Cancun, Mexico! The winning ticket is in one of these products. We bought out the whole store!



60

SUPERBOWL ADVERTISEMENT (continued)The wife takes a seat on the couch next to her husband. She cracks open a Co-URQD�EHHU�DQG�ORRNV�DW�WKH�EDFN�RI�WKH�WRS��ZKLFK�VD\V�´:LQQHU�²�$OO�,QFOXVLYH�7ULS�WR�&DQFXQ��0H[LFR�µ�

The football team scores a touchdown and the men jump and wife simultane-ously jump out of their seats, cheering and yelling for joy The wife’s cheering con-tinues long after the men have stopped.

SOT(Wife): Wohoooooo!The men give her a strange look.

SOT(Wife): I’m going to Mexico, suckas! The men, their faces covered in crumbs and shirts stained with beer, look at her in disbelief. The wife does a victory dance.

VO: Buy any Tostitos or Corona products and you could win an all-inclusive trip for four to Cancun, Mexico. Visit www.visitmexico.com/foranyoccasionsweep-stakes and use the hashtage #ForAnyOcassionSweepstakes for your chance to win!



61

Broadcast - Radio

The radio advertisements will support the idea that Mexico is a travel des-tination for any occasion because it accommodates everyone’s travel GHVLUHV��:KHWKHU�\RX�ZDQW�D�UHOD[LQJ�YDFDWLRQ�DW�WKH�EHDFK�RU�D�IXQ�ÀOOHG�adventure, Mexico offers a wide range of things to do for any occasion. Each family member represents a potential traveler to Mexico, so our audi-ence will be able to relate to this advertisement.

SCRIPTSOT (Dad): So kids, Mom and I were wondering where you might want to

go on vacation this year.

SOT (Daughter): I want to go someplace warm with beaches and dolphins!

SOT (Son): I want to go someplace adventurous and explore!

SOT (Mom): I want place that is romantic and peaceful, with great shop-

ping!

SOT (Dad): I just want to remind everyone that we can’t afford to take the

IDPLO\�WR�WKUHH�GLIIHUHQW�SODFHV«

NATSOT: Computer keys typing

SOT (Son): Hey Mom and Dad, I found a place! It has beautiful sunny

beaches, ancient ruins to explore, a spa inside the resort, and it’s all at a

cost Dad can afford!

SOT (Dad): :KHUH·V�WKDW"�

SOT(Son): Mexico!

SOT (Dad): It’s settled then!

VO (Tropical music playing in background): Mexico, for any occasion.

Book your trip today at MexicoTourismBoard.com #Foranyoccasion



62

Online Advertisements

Our campaign will use interactive online banner advertisements and display ads WKDW�ZLOO�DSSHDU�RQ�WUDYHO�DQG�QHZ�ZHEVLWHV�VXFK�DV�([SHGLD��.$<$.��7ULS�$GYLVRU��and CNN.com. It is important that MAD Media Agency places advertisements RQOLQH��DV��RI�FRQVXPHUV�DUH�PRUH�OLNHO\�WR�WUDYHO�WR�0H[LFR�LI�WKH\�EHOLHYH�WKH�Internet helps them plan and book travel (Simmons). These advertisements are animated, which appeal to the visual aesthetic of our campaign. The display rich media advertisement plays a slideshow video of different scenes in Mexico i.e. beaches, the scuba diving, the Mayan temples etc. In the middle of the ad, D�EXWWRQ�WKDW�VD\V�´&OLFN�+HUHµ�ZLOO�EULQJ�XVHUV�WR�YLVLWPH[LFR�FRP�ZKHQ�FOLFNHG��The banner ad will animate when the user scrolls over it. It shows a scuba diver swimming around in the ocean and includes audio of air bubbles. When clicking on the banner ad, it will link the user to visitmexico.com as well.



63

Online Advertisements (continued)

MAD Media Agency will also buy space for static banner ads on social media sites like Facebook and Twitter. The ad features an image of Mexico and text VD\LQJ�´/HDUQ�PRUH�DERXW�WKH�DZHVRPH�YDFDWLRQ�GHDOV�0H[LFR�KDV�WR�RIIHU��µ�This will encourage users to click on the ad, which will link them to visitmexico.com. Promotional Tweets will also raise brand awareness and help increase traf-ÀF�WR�0H[LFR�7RXULVP�%RDUG·V�:HEVLWH�


MEDIA PLANMax Simon | Media Director

65

Objectives

The purpose of this campaign to offer Mexico Tourism Board a campaign to prove Mexico is the perfect and safe destination for vacations and business conventions. The fundamentals of our campaign provide just that – yet the output of information heavily relies on the distribu-tion of media. Our media objectives are as follows: with key demographic and psychograph-ic analytics considered, we will reach the most valuable consumer markets with actionable information from a mix of media vehicles during high-impact times of the year.

Media Aperture Moment

:KDW�LV�WKH�´LGHDO�PRPHQW"µ�7KLV�TXHVWLRQ�LQYROYHV��:·V�²�ZKHQ��ZKHUH��ZK\�DQG�KRZ��7KLV�moment relies on the way each consumer interacts with the world he or she lives on. It is not DERXW�KRZ�WKH�PDUNHWHU�VWUDWHJL]HV�KLV�VFKHPH�DQG�ÀQGV�WKH�PRVW�FUHDWLYH�SXOO�PHWKRG��rather, it is about opening his or her eyes to the valuable time in the consumer’s life. And so, to break through to the target audience, we give each consumer the necessary tools to make DFWLRQDEOH�PRYHV�WRZDUGV�ERRNLQJ�D�ÁLJKW�WR�0H[LFR�ZKHQ�KH�RU�VKH�LV�RQ�WKH�PRYH�²�ZKHQ�he or she is already in the mindset to get away. This aligns with every creative advertisement ZH�KDYH�DQG�IRU�WKH�VDNH�RI�ÁXLGLW\�DQG�HIIHFWLYHQHVV��WKLV�VWUDWHJLF�SRVLWLRQLQJ�DURXQG�WKH�consumer’s ideal moment needs to be considered when purchasing media. Rather than answering the where, why, and how, just keep in mind that we are out to pinpoint consumers ZLWK�DQ�´,·YH�JRW�WR�JHW�DZD\µ�PLQGVHW��/HW·V�JHW�LQWR�WKH�VSHFLÀFV��

Kaely Levy | Research DirectorMEDIA PLAN

Demographics & Purchasing

Our target audience is, in fact, a dual audience: vacationers and business people. Thus it is vital to inject both of our catered messages through outlets that successfully reach the dual WDUJHW�DXGLHQFHV��:KDW�GRHV�WKLV�PHDQ"�%URDGO\��WKLV�PHDQV�ZH�ZLOO�EH�XVLQJ�D�PL[�RI�WUDGL-tional and interactive media vehicles that possess the highest value (most actionable) traits for a) vacationers and b) business people.

In order to pinpoint vacationers with actionable information, we will be buying commercials on national television, spots on local radio stations, print ads in national newspapers and magazines, billboards in spot markets, and direct mail. These traditional outlets pass us by HDFK�DQG�HYHU\�GD\��\HW�ZH�RQO\�UHFDOO�WKH�VPDOOHVW�IHZ«�1RW�WKLV�WLPH��:KHQ�ZH�HPSKDVL]H�our media in particular periods, the reach will extend and imprint our brand on consumers’ foreheads. Steady engagement throughout the entire year dulls the message. Our campaign is about hiding, revealing, and hitting the consumer with information when it counts.

66

Strategies

2YHU�WKH�FRXUVH�RI�WKH�\HDU��WKH�FDPSDLJQ�ZLOO�ODVW��PRQWKV��7KHUH�ZLOO�FRQVWDQWO\�EH�RXWSXW��However, the campaign will be in focus for eight months.

,W�EHJLQV�-DQXDU\��,W�HQGV�'HFHPEHU��'XULQJ�WKLV�SHULRG��DGYHUWLVLQJ�ZLOO�EH�VWUHVVHG�GXULQJ�two times of the year. This two-peak focus is parallel with how we originally strategized it:

7KH�ÀUVW�ZLOO�FRQFHQWUDWLRQ�ZLOO�RFFXU�IURP�)HEUXDU\��VW�WR�-XQH��WK��7KLV�WLPH�SHULRG�LQFOXGHV�the peak months in which beach vacations are most often taken (July and August), and gives travelers ample time to plan vacations for Spring Break and the summer, (http://wiki-travel.org/en/Mexico). The second period of highly concentrated advertisements will occur IURP�6HSWHPEHU��VW�WR�1RYHPEHU��WK�WR�DOORZ�WUDYHOHUV�WR�ERRN�WULSV�WR�0H[LFR�IRU�WKH�ZLQWHU�months and holidays.

The year-round campaign will include eight months of concentrated advertisements in which ads will appear seven days per week on all desired media outlets. Of these seven days, the campaign will feature more hourly advertisements on Tuesdays, as it is the day in which on-line travel sites feature the most booking discounts and is thus the most popular day for online WUDYHO�ERRNLQJV��KWWS��ZZZ�EEF�FRP�WUDYHO�EORJ��ZKHQV�WKH�EHVW�WLPH�WR�ERRN�ÁLJKWV��2Q�7XHVGD\V��WKH�FDPSDLJQ�ZLOO�IHDWXUH�DGYHUWLVHPHQWV�IRU�WKH�0H[LFR�7RXULVP�%RDUG�for an extended time period, from 9am to 9pm. Each of the other six days of the week will feature a concentration of ads from 4pm-9pm as it can be surmised that this time period gar-ners increased Internet usage. The four months in which the campaign will be less concen-trated (January, July, August, and December), will feature advertisements only four times per week from 4pm to 9pm. Advertisements on Tuesdays during these four months will continue to run from 9am-9pm.

6SHFLÀFDOO\��WKH�QDWLRQDO�WHOHYLVLRQ��VSRW�UDGLR��ORFDO�RXWGRRU��DQG�GLUHFW�PDLO�PHGLD�ZLOO�RQO\�EH�LQ�HIIHFW�GXULQJ�WKH�HLJKW�FRQFHQWUDWHG�PRQWKV��7KH�PHGLD�WKDW�FRQWLQXH�D��PRQWK�cycle are national newspapers, national magazines, standard websites, social network sites, and search engine marketing.

A regional emphasis is also present. Because we are targeting urban consumers, we chose to IRFXV�RQ�WKHVH�ÀYH�VSRW�PDUNHWV�WKDW�DUH�WKH�8QLWHG�6WDWHV·�FLWLHV�ZLWK�WKH�ODUJHVW�SRSXODWLRQV��1HZ�<RUN�&LW\��/RV�$QJHOHV��&KLFDJR��+RXVWRQ��DQG�3KLODGHOSKLD��3HRSOH�LQ�WKHVH�FLWLHV�DUH�PRUH�IUHTXHQWO\�H[SRVHG�WR�WKH�LGHD�RI�WUDYHO�WKDQ�WKRVH�LQ�UXUDO�FRPPXQLWLHV��7KLV�IDFW�SXWV�them in the ideal mindset for our campaign. Because our campaign relies on the traveling season and the weather in the United States vs. Mexico, we have chosen to keep the region-al emphasis stagnant regardless of season.



67

Cost Per Thousand (CPM)

,Q�WKH�PHGLD�ÁRZ�FKDUW��\RX·OO�ÀQG�WKH�GLVWULEXWLRQ�RI�&30�XQLWV�RYHU�WKH��PRQWK�period. Exposures are divided based on the effectiveness of each medium and the effectiveness of outputting the information during that time of year. For example, of DOO�WKH�ORFDO�RXWGRRU�DGYHUWLVHPHQWV��WKH�WRWDO�&30�XQLWV ��7KLV�QXPEHU�FDPH�DERXW�EHFDXVH�LW�FRVWV��SHU�PRQWK�RI�SODFHPHQW�LQ�RQH�VSRW�PDUNHW��:H�KDYH�WZR�ELOOERDUGV�FUHDWHG��ÀYH�VSRW�PDUNHWV��DQG�HLJKW�PRQWKV�RI�FRQFHQWUDWHG�DGYHUWLVLQJ��7KLV�JLYHV�XV�WKH�QXPEHU��:H�ZDQW�WR�VSUHDG�WKH�PHVVDJH�WR�EXVLQHVV�H[HFXWLYHV�LQ�WKH�DFWLRQ�PLQGVHW��7KHUHIRUH��ZH�GLYLGHG�XS�WKH��H[SRVXUHV�WR�HLJKW�PRQWKV�RI��&30·V��SURYLGLQJ�XV�ZLWK�H[SRVXUH�LQ�ERWK�DLUSRUWV�DQG�RQ�KLJKZD\V�LQ�WKH�ÀYH�VSRW�markets. This mentality transfers over to each medium’s consideration, given the me-dium’s correlation with the target audience. Another area of attention is class differ-entiation of media – why we chose certain types of media to reach the most valuable consumers.

Media Classes

We chose an all-out national television route rather than cable or local television. This is because we determined that people who travel to Mexico are mostly watching primetime network programming such as the Travel Channel, E!, and National Geo-graphic. So we selected popular shows from those networks to advertise on rather than blindly matching demographic data to small-scale shows.

Additionally, we are pushing our print advertisements through national newspapers and magazines. This is also because we were able to pinpoint certain print mediums that are popular among Mexico travelers: The Wall Street Journal, USA Today, New <RUN�7LPHV��&RQGH�1DVW�7UDYHOHU��$PHULFDQ�:D\��DQG�6N\��2Q�WKH�RWKHU�KDQG��ZH�ZHQW�for a more spot-market and local approach for mediums that were outside of our collected data. We chose spot radio rather than national radio in part because it pin-points people driving in urban areas, where traveling is commonplace. Additionally, a national radio broadcast to visit Mexico is less personal than having your trusted radio anchor advocate the trip.


68

Media Vehicles

The percent of media allocation came fairly close to how we projected it. After as-signing prices to exposures, we are gaining the most exposures where we want it. The H[SHQGLWXUH�E\�PHGLXP�EUHDNGRZQ�LV�DV�IROORZV��IRU�79��IRU�PDJD]LQHV��IRU�,QWHUQHW��IRU�QHZVSDSHUV��IRU�35�SURPRWLRQV��IRU�UDGLR��IRU�RXWGRRU��DQG��IRU�GLUHFW�PDLO��7KH�UDWLRQDOH�EHKLQG�WKLV�ZDV�WKDW�LW�LV�D�YLVXDOO\�GULYHQ�FDP-paign and our commercials and print advertisements needed the most exposure. :H�ZHUH�DOVR�FRQÀGHQW�DERXW�SLQSRLQWLQJ�FRQVXPHUV�RQ�WHOHYLVLRQ�DQG�LQ�PDJD]LQHV�EHFDXVH�RI�WKH�GDWD�WKDW�DOUHDG\�OHG�XV�WR�VSHFLÀF�VKRZV�DQG�PDJD]LQHV��:LWK�WKH�same allocation as magazines, Internet actually receives more exposure and is more valuable to our campaign. We have more variety and reach on the interactive front, which will spread our dynamic brand through many portals. Standard websites allow for interactive advertisements are valuable because we are able to target banners WR�VSHFLÀF�DXGLHQFHV��DV�SURMHFWHG�WKURXJK�GDWD�DQDO\WLFV�DQG�FRQVXPHU�RQOLQH�tendencies. Social network sites are often the front of any digital campaign, and we XQGHUVWDQG�ZK\��,W�LV�D�JURZLQJ�V\VWHP�WKDW�VXSSRUWV�SXEOLF�UHODWLRQV�DV�ZHOO�DV�SURÀW��and by engaging with sites like Facebook and Twitter, we are getting Mexico Tourism Board’s name where it counts. Also, Pandora and Spotify have an urban and em-ployed body and therefore make a valuable target for audible advertisements. Final-O\��ZH�FKRVH�WR�XVH�VHDUFK�HQJLQH�PDUNHWLQJ�EHFDXVH�SHRSOH�PRVW�IUHTXHQWO\�ERRN�travel deals online and through search engines.


69

Media Flow Chart

%HORZ�LV�WKH�PHGLD�ÁRZ�FKDUW��7KHUH�\RX�ZLOO�VHH�D�FRQGHQVHG�YHUVLRQ�RI�WKH�PHGLD�H[SHQGLWXUHV�VXPPDU\�LQ�UHVSHFW�WR�WLPH��2YHU�WKH��PRQWK�SHULRG��ZH�DUH�SULPDULO\�engaging with months February, March, April, May, June, September, October, and November. Within those months, I spread the CPM units evenly in order to keep the weekly schedule consistent.

<RX�ZLOO�DOVR�QRWLFH�WKDW�QHZVSDSHUV�DQG�PDJD]LQHV�UXQ�RQ�D��PRQWK�HYHQ�VFKHG-ule. This is to ensure that the print advertisements appear in every monthly issue of the magazine. This is because magazines have a long lifespan and exposure in each LVVXH�LV�YDOXDEOH��DV�DQ�LVVXH�FDQ�VLW�LQ�DQ�RIÀFH�IRU�PRQWKV�DW�D�WLPH��RU�HYHQ�ORQJHU��Additionally, we want newspaper exposure in at least every Sunday issue year-round. 'LUHFW�PDLO�LV�WR�EH�VHQW�WR�EXVLQHVV�H[HFXWLYHV�LQ�WKH�ÀYH�VSRW�PDUNHWV�GXULQJ�WKH�HLJKW�FRQFHQWUDWHG�PRQWKV��(DFK�XQLW�EX\V��SLHFHV�RI�PDLO��VR�,�GLYLGHG�ÀYH�XQLWV�XS�between the eight months. On standard websites, to align with the time-of-day plans given the eight month concentrated schedule, I allotted more CPM units to the con-centrated months than the other months. However, on social networking sites, there is more need for constant exposure, as the brand needs a stronger social media pres-HQFH��$QG�ÀQDOO\��WR�HQVXUH�HYHU\�VHDUFK�HQJLQH�VHDUFK�KDV�D�ERRVW��ZH�DUH�XVLQJ��NH\ZRUGV�D�PRQWK�RQ�*RRJOH�IRU��PRQWKV��


70

Media Expenditures Summary - Budget

2YHUDOO��ZH�HQGHG�XS�VSHQGLQJ��RXW�RI�WKH�DYDLODEOH��EXGJHW��:H�GHFLGHG�WKLV�ZDV�VXIÀFLHQW�FDSLWDO�WR�UXQ�D�VXFFHVVIXO�FDPSDLJQ�and the remaining budget would be saved for potential changes. In general, more money was allocated to vehicles with more analytical backup. For exam-ple, we assigned more GRP’s to Keeping up with the Kardashians than to Explor-er because the show has a larger audience in addition to us knowing that Mexi-co travelers tend to watch the E! network.

Decisions were also made to align our strategy with the outcome. For example, I NQHZ�,�ZDQWHG�WKHUH�WR�EH�DURXQG��RI�RXU�EXGJHW�DOORWWHG�WR�VSRW�UDGLR��:LWK�WKDW�LQ�PLQG��,�ÀJXUHG�RXW�WKDW�D�FRPELQDWLRQ�RI�GULYH�WLPHV�DQG�QLJKWWLPH�UDGLR�DW��*53·V�HDFK�ZRXOG�UXQ�XV�DW�DURXQG��RI�WKH�EXGJHW��

The only risk we took, perhaps in the campaign’s entirety, was allotting ��WR�ERWK�3DQGRUD�DQG�6SRWLI\��7KH�WZR�VRFLDO�QHWZRUN�VLWHV�DUH�JDLQLQJ�SRSXODULW\�LQ�PXVLF�DQG�DGYHUWLVLQJ��%HFDXVH�PDQ\�OLVWHQHUV�DUH�UHTXLUHG�WR�OLVWHQ�WR�WKH�DXGLR�VSRW�EHIRUH�FRQWLQXLQJ�WKHLU�PXVLF��ZH�ÀJXUHG�ZH�ZRXOG�LQFOXGH�our radio spot during that time. It’s simply an innovative way to hit targets that act like radio listeners – who tend to be urban, employed, and technologically SURÀFLHQW��

,Q�DOO��WKH�WUDGLWLRQDO�PHGLD�WRWDO�VXP�ZDV��RI�WKH�EXGJHW�DQG�WKH�LQWHUDF-WLYH�PHGLD�WRWDO�ZDV��RI�WKH�EXGJHW��7KLV�HTXDWHV�WR�D�VLPLODU�DPRXQW�RI�H[-posures and should ultimately serve as the optimal media mix for our campaign.


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Media Expenditures Summary (continued)


PR & PROMOTIONJulia Birkinbine | PR Director


73

The purpose of the public relations efforts of the Mexico Tourism Board is to convince and LQIRUP�SHRSOH�RI�WKH�RUJDQL]DWLRQ·V�PHVVDJH��´)RU�$Q\�2FFDVLRQ�µ�7KURXJK�WKH�HIIRUWV�RI�ERWK�public relations campaigns and promotional events, travelers will learn how the Mexico Tour-ism Board is encouraging families and business travelers to visit Mexico’s top tourist destina-WLRQV�DQG�KDYH�VDIH��UHOD[LQJ�DQG�IXQ�YDFDWLRQV��7KURXJK�H[SRVXUH�RI�RXU�´)RU�$Q\�2FFDVLRQµ�campaign, travelers will be eager to visit Mexico’s luxury resorts, historic landmarks, cities, fash-ionable shopping areas and pristine beaches and will be inspired to book their next vacation with the Mexico Tourism Board.

Objective

Mexico Tourism Board’s public relations efforts plan to promote traveling to Mexico’s tourist destinations, including Cancun, Riviera Maya, Los Cabos and Puerto Vallarta. The campaign is designed to emphasize the desirability of Mexico for both family-friendly vacations and busi-ness travel. In addition, the public relations campaign will promote the Mexico Tourism Board as a company and brand in which travelers can trust to make their travel arrangements and receive up-to-date safety information about traveling to Mexico. The aims for the proposed public relations and promotions campaign are as follows:

� Promote the Mexico Tourism Board as an ideal travel destination for both ��YDFDWLRQHUV�DQG�EXVLQHVV�SURIHVVLRQDOV�WKURXJK�WKH�VORJDQ��´)RU�$Q\�2FFDVLRQµ� Support travel to Mexico as a premiere, luxury destination with affordable booking prices ��+RVW�SUHVV�FRQIHUHQFHV�WR�LQIRUP�FXUUHQW�DQG�SRWHQWLDO�WUDYHOHUV�DERXW�WKH�EHQHÀWV� of traveling to Mexico ��Host promotional events including:� ��0H[LFR��)RU�$Q\�2FFDVLRQ�6ZHHSVWDNHV� ��0H[LFR��)RU�$Q\�2FFDVLRQ�)LHVWD�IRU�EXVLQHVV�H[HFXWLYHV�LQ�1HZ�<RUN��1�<�� 7RVWLWR�)LHVWD�%RZO�9LHZLQJ�3DUWLHV�LQ�RXU�ÀYH�WDUJHW�FLWLHV��1HZ�<RUN��1<��&KLFD go, IL, Houston, TX, Los Angeles, CA and Philadelphia, PA. � Promote the Mexico Tourism Board’s brand and travel to Mexico through an interactive #ForAnyOccasion Social Media Campaign and the use of conceptual product placement on popular network television shows��Foster and maintain a positive and enthusiastic public opinion of the Mexico Tour ism Board and travel to Mexico by informing the public of travel and safety infor mation and offering travelers exclusive promotional deals on vacation and business travel packages

Kaely Levy | Research DirectorPR & PROMOTION

Statement of Strategy

74

Public Relations Strategy

0$'�0HGLD�$JHQF\·V�SXEOLF�UHODWLRQV�VWUDWHJ\�KDV�EHHQ�GHYHORSHG�WR�HIIHFWLYHO\�DQG�HIÀ-ciently promote a positive brand image of traveling to Mexico and the Mexico Tourism Board. MAD’s public relations goals include:

��2YHUFRPH�DQ\�QHJDWLYH�RSLQLRQ�DQG�SUHVV�UHODWLQJ�WR�UHFHQW�QHZV�FRYHUDJH�RI�VHYHUDO� Mexican states that have been deemed unsafe by the U.S. Department of State��%XLOG�EUDQG�FUHGLELOLW\�WKURXJKRXW�WKH�SXEOLF�WKURXJK�SRVLWLYH�DQG�KRQHVW�PHGLD�FRYHUDJH� and promotional events��3URPRWH�WKH�0H[LFR�7RXULVP�%RDUG�DV�D�IXQ�DQG�WUXVWHG�EUDQG�E\�HVWDEOLVKLQJ�EUDQG�SDUW� nerships with Tostitos and Corona Extra ��(QKDQFH�EUDQG�UHODWLRQVKLSV�ZLWK�VWDNHKROGHUV�DQG�LQYHVWRUV��3URPRWH�WUDYHO�ERRNLQJV�WR�0H[LFR�IRU�ERWK�YDFDWLRQV�DQG�EXVLQHVV�PHHWLQJ��FRQYHQWLRQV� or other events through promotional events, interactive social media campaigns and sweepstakes

Media Relations & Media Vehicle Selection


To generate positive press that is low cost or free, MAD Media Agency will remain dedicated to keeping strong ties to American media. To reach this goal, MAD will implement the follow-ing media relations’ policies:

��6HQG�SUHVV�UHOHDVHV�WR�DOO�PDMRU�PHGLD�RXWOHWV�LQ�RXU�WDUJHW�FLWLHV��1HZ�<RUN��1<��&KLFDJR��,/�� Houston, TX, Los Angeles, CA and Philadelphia, PA. in advance of all public relations or promotional events ��8WLOL]H�WKH�0H[LFR�7RXULVP�%RDUG·V�ZHEVLWH��ZZZ�YLVLWPH[LFR�FRP��WR�LQIRUP�WKH�$PHULFDQ� media of up-to-date travel and safety information for Mexico’s popular tourist destinations � Getting information directly from the Mexico Tourism Board’s controlled sources will additionally increase the likelihood that news stories will be written in line with the Mexico Tourism Board’s brand image � The website will also include an archive of press releases, promotional photos, media contact lists and a calendar of Mexico Tourism Board’s public relations and promotional events throughout the year��6HQG�DOO�SRVVLEOH�EUHDNLQJ�QHZV��IHDWXUH�VWRU\��SKRWR�RU�YLGHR�QHZV�VWRULHV�WR�PHGLD�FRQ��WDFWV�LQ�RXU�ÀYH�WDUJHW�FLWLHV�WR�HQVXUH�WKH�0H[LFR�7RXULVP�%RDUG�UHFHLYHV�DGHTXDWH�QHZV� coverage when appropriate ��3URPRWH�DQG�PDLQWDLQ�D�YLVLEOH�SXEOLF�UHODWLRQV�DQG�SURPRWLRQV�LPDJH�DW�DOO�0H[LFR�7RXULVP� Board events and be available at all events to speak with the media and answer any perti-��QHQW�TXHVWLRQV�DERXW�WKH�FRPSDQ\·V�EUDQGLQJ�

75

Public Opinion

In America’s fact-paced society, the Mexico Tourism Board strives to encourage families, cou-ples and young professionals to take a break from their day-to-day lives and consider taking a vacation to Mexico’s popular tourist destinations. With the brand’s new public relations FDPSDLJQ��WUDYHOHUV�ZLOO�UHDOL]H�YLVLWLQJ�0H[LFR�UHDOO\�LV�JUHDW�´)RU�$Q\�2FFDVLRQ�µ�DQG�ZLOO�EH�inspired to book their next travel arrangements through the Mexico Tourism Board.

Issues Important to the Public

According to a yearly poll conducted by Gallup measuring how favorable U.S. citizens YLHZ�IRUHLJQ�FRXQWULHV��SHUFHQW�RI�WKRVH�UHSUHVHQWHG�KDG�D�SRVLWLYH�YLHZ�RI�0H[LFR��However, today, many Americans are burdened by the prolonged economic down-turn and may worry about how to afford travel expenses, especially travel for leisure. Furthermore, the recent travel advisories released by the U.S. Department of State dis-couraging travel to several Mexican states has seemingly discouraged American travel to Mexico. With these two important issues in mind, the Mexico Tourism Board is actively taking steps to combat these negative connotations with traveling to Mexico through their new public relations and promotional campaign.

ECONOMIC CONDITIONS6LQFH�WKH�EHJLQQLQJ�RI�WKH�JOREDO�HFRQRPLF�GRZQWXUQ�LQ��$PHULFDQV�KDYH�EHHQ�VWUXJJOLQJ�WR�ÀQG�FRQÀGHQFH�LQ�WKH�8�6��HFRQRP\��D�SXEOLF�RSLQLRQ�WKDW�KDV�FRQVH-TXHQWO\�KDG�QHJDWLYH�HIIHFWV�RQ�WKH�0H[LFDQ�WUDYHO�DQG�WRXULVP�LQGXVWU\��+RZHYHU��consumer spending throughout America has been rising despite the economic down-turn and travel expenses have been no exception. After consistent growth over the last GHFDGH��8�6��FRQVXPHU�WUDYHO�VSHQGLQJ�UHDFKHG�DQ�LPSUHVVLYH��ELOOLRQ�IRU�WKH�ÀUVW�WLPH�LQ��GHPRQVWUDWLQJ�$PHULFDQV·�GHVLUH�DQG�ÀQDQFLDO�DELOLW\�WR�WUDYHO�UHJDUGOHVV�RI�the economic recession.

SAFETY$��DUWLFOH�SXEOLVKHG�E\�&11�VWDWHV�WKDW�ZKLOH�8�6�WRXULVWV�DUH�RIWHQ�´SDUDQRLGµ�DERXW�traveling to Mexico due to the country’s negative representation in American me-GLD��PDQ\�UHWXUQ�IURP�WULSV�WR�0H[LFR�ZRQGHULQJ�ZK\�WKH\�ZHUH�HYHU�VFDUHG�LQ�WKH�ÀUVW�place. Despite travel advisories from the U.S. Department of State discouraging travel to Mexico’s northern states, including Baja California, Sonora, Chihuahua and Coahulia, $PHULFDQ�WRXULVWV�FRQWLQXH�WR�WUDYHO�WR�0H[LFR·V�SRSXODU�WRXULVW�GHVWLQDWLRQV�LQ�WKH�<XFDW-DQ��4XLQWDQD�5RR��&DPSHFKH��&KLDSDV��0H[LFR�&LW\��+LGDOJR��3XHEOD�DQG�4XHUHWDUR�VWDWHV��:LWK�PRUH�WKDQ��$PHULFDQV�VDIHO\�YLVLWLQJ�0H[LFR�HYHU\�GD\��0H[LFR·V�XQÁDWWHULQJ�LPDJH�RI�EHLQJ�XQVDIH�LV�EHLQJ�FRPEDWHG�E\�UHFHQW�GDWD�WKDW�FOHDUO\�YDOL-dates the nation’s low crime rates relative to some of America’s largest cities.

PR & PROMOTION

76

Issues Important to the Public (continued)

Recent safety statistics for Mexico are as follows:

� Mexico has very low violent crime rates—in fact, tourists are statistically safer in Mexico and much less likely to be a victim of violent crime than in the U.S., Canada and many other countries regarded as safe ��7KH�DVVDXOW�UDWH�LQ�WKH�8�6��LV�QHDUO\��WLPHV�JUHDWHU�WKDQ�WKDW�RI�0H[LFR��7KH�<XFDWDQ�LV�DV�VDIH�DV�UXUDO�8�6��VWDWHV��HVSHFLDOO\�:\RPLQJ��0RQWDQD��2UHJRQ�DQG� Maine� Mexico Cite is 4 times safer than Washington D.C. ��Mexico has a lower homicide rate than several U.S. cities, including Miami, FL and Chi- cago, IL.

PR & PROMOTION

Tracking Public Opinion

:LWK�WKH�ODXQFK�RI�WKH�ERWK�WKH�´0H[LFR��)RU�$Q\�2FFDVLRQ�µ�SXEOLF�UHODWLRQV�FDPSDLJQ��DQG�WKH�VRFLDO�PHGLD�FDPSDLJQ��´�)RU$Q\2FFDVLRQ�µ�WKH�0H[LFR�7RXULVP�%RDUG�ZLOO�DFWLYHO\�WUDFN�public opinion of the brand and travel of Mexico to ensure these campaigns are fostering a positive response from the company’s stakeholders and current and future travel customers. Public opinion will be tracked through the use of Spiral16, monitoring software that provides companies with social media and online data analysis.

Media Tracking

MAD Media Agency has determined the importance of tracking the following media outlets based on their previous coverage of the Mexico Tourism Board and/or travel to Mexico and WKHLU�JHRJUDSKLFDO�ORFDWLRQ�WR�RXU�ÀYH�WDUJHW�PDUNHWV�LQ�1HZ�<RUN��1<��&KLFDJR��,/��+RXVWRQ��TX, Los Angeles, CA and Philadelphia, PA.

THE NEW YORK TIMES��´:DQGHUOXVW�_�7KH�&URZGV�6ZHOO�RQ�0H[LFR·V�3DFLÀF�&RDVWµ��'HFHPEHU��´'UXJ�:DU�1R�0RUHµ��1RYHPEHU��´7RXULVP�8S��0H[LFR�$LPV�IRU�1RQ�8�6��9LVLWRUVµ��0DUFK��´7KH�0H[LFR�4XDQGDU\³6DIHW\�RU�6DYLQJV"µ��'HFHPEHU��

77

CHICAGO TRIBUNE��´(LJKW�PHPEHUV�RI�RQH�IDPLO\�NLOOHG�LQ�QRUWKHUQ�0H[LFRµ��1RYHPEHU��´*RRG�QHZV�LQ�0H[LFRµ��-XQH��´+RZ�VDIH�LV�WUDYHO�LQ�0H[LFR"�'HSHQGV�RQ�\RXU�GHVWLQDWLRQ«µ��0DUFK��

HOUSTON CHRONICLE��$PHULFDQV�WDUJHWHG�LQ�0H[LFDQ�ERUGHU�FLWLHV�E\�NLGQDSSHUVµ��2FWREHU��´7UDYHO�WR�0H[LFR�UHPDLQV�VWHDG\�GHVSLWH�RIÀFLDO�ZDUQLQJV�µ��$XJXVW��´��EXGJHW�IULHQGO\�OX[XU\�KRWHOV�LQ�0H[LFR�µ��2FWREHU��´8�6��H[SDQGV�0H[LFR�WUDYHO�ZDUQLQJ�WR��VWDWHV�µ��)HEUXDU\��JH�RI

LOS ANGELES TIMES��´$IWHU�SUHVLGHQW·V�ÀUVW�\HDU��0H[LFR�VWLOO�D�PHVV�E\�PDQ\�PHDVXUHV�µ��'HFHPEHU��´0H[LFR��3ROLFH�VODLQ�LQ�WURXEOHG�0LFKRDFiQ�VWDWH�µ��1RYHPEHU��

PHILADELPHIA INQUIRER��´��GHWDLQHG�LQ�0H[LFR�WKHIW�RI�UDGLRDFWLYH�PDWHULDO�µ��'HFHPEHU��´$XWKRULWLHV��0H[LFDQ�GUXJ�FDUWHOV�DUH�D�3HQQV\OYDQLD�SUHVHQFH�µ��0DUFK��

Media Tracking (continued)

PR & PROMOTION

Stakeholder Analysis

TRAVELERSIssues and Concerns: The Mexico Tourism Board has a vested interest and responsibility to all current and future travelers to Mexico. Following negative press coverage surrounding drug-related problems throughout Mexico’s northern states, the trust the Mexico Tourism Board has established could be wavering.

The MAD Media Agency Solution: Those who have traveled to Mexico’s popular tourist des-tinations value the safety efforts put forth by the Mexico Tourism Board to travelers to Mexico UHWXUQV�KRPH�VDIHO\��0$'�ZLOO�ZRUN�WR�UHDIÀUP�WKH�SRVLWLYH�LPDJHV�UHODWHG�WR�WKH�VDIHW\��OX[XU\�accommodating and affordable booking options in Mexico.

INDUSTRY PARTNERSIssues and Concerns: America’s economic recession has hurt the Mexico Tourism Board’s industry partners, including airlines, cruise lines, online travel agencies and hotels and con-vention centers, as travelers have cut back on the amount of discretionary spending they allocate to travel expenses.

The MAD Media Agency Solution: MAD will work to assure these industry partners, and the public, that the Mexican travel industry is still thriving, especially among non-U.S. travelers.

78

Stakeholder Analysis (continued)

GOVERNMENT AGENCIES & OFFICIALSIssues and Concerns: 'HVSLWH�WKH�HIIRUWV�RI�0H[LFR·V�JRYHUQPHQW�DJHQFLHV�DQG�RIÀFLDOV��travel advisories released by the U.S. Department of State have damaged the image of Mexico’s Tourism Board and overall attitudes about traveling to Mexico.

The MAD Media Agency Solution:To ensure the public opinion of Mexico increases amid these negative news stories, the Mexico Tourism Board will actively work with Mexico’s gov-HUQPHQW�DJHQFLHV�DQG�RIÀFLDOV�WR�SXEOLVK�XS�WR�GDWH�WUDYHO�DQG�VDIHW\�LQIRUPDWLRQ�DQG�improve the public image of the brand.

SHAREHOLDERS & INVESTORSIssues and Concerns: The negative press surrounding travel to Mexico, as well as the U.S. economic recession has additionally affected the Mexico Tourism Board’s shareholders and investors.

The MAD Media Agency Solution: The Mexico Tourism Board will continue to show their shareholders and investors how much they are valued by the company by inviting them to SURPRWLRQDO�HYHQWV�DQG�HQVXULQJ�WKH�EUDQG·V�SRVLWLYH�LPDJH�LV�UHÁHFWHG�E\�LGHDOV�RI�WKHVH�shareholders and investors to maintain their continued support.

THE MEDIAIssues and Concerns: The media seeks to cover stories that are newsworthy and relevant. In the past year, these stories have included negative coverage of Mexico’s unsafe regions.

The MAD Media Agency Solution: To ensure that the media features stories that promote WKH�0H[LFR�7RXULVP�%RDUG·V�SRVLWLYH�LPDJH��0$'�ZLOO�HPSKDVL]H�WKH�QHZVZRUWK\�TXDOLWLHV�RI�public relations and promotional events, including timeliness, proximity, impact and human interest. Safe travel to Mexico has high news value for many Americans, so MAD will work to promote these positive images of Mexico.

PR & PROMOTION

Promotional Events

MEXICO: FOR ANY OCCASION SWEEPSTAKES7KLV�H[FOXVLYH�VZHHSVWDNHV�IHDWXUHV�D�XQLTXH�SDUWQHUVKLS�EHWZHHQ�WKH�0H[LFR�7RXULVP�%RDUG��7RVWLWRV�DQG�&RURQD�([WUD��7KLV�VZHHSVWDNHV�ZLOO�WDNH�SODFH�IURP�)HEUXDU\��VW��XQWLO�-XQH��WK��³WR�FRLQFLGH�ZLWK�WKH�VHDVRQDO�VWUDWHJLHV�RI�WKH�0H[LFR�7RXULVP�%RDUG·V�QHZ�LQWH-JUDWHG�PDUNHWLQJ�FDPSDLJQ³LQ�WKH�ÀYH�WDUJHW�FLWLHV�RI�WKH�SXEOLF�UHODWLRQV�FDPSDLJQ��1HZ�<RUN��1<��&KLFDJR��,/��+RXVWRQ��7;��/RV�$QJHOHV��&$�DQG�3KLODGHOSKLD��3$�


79

Promotional Events (continued)

The public is invited to purchase any Tostitos or Corona Extra product with the Mexico Tour-ism Board logo at participating retailers to receive a sweepstakes entry code inside the product’s packaging. Customers may then visit www.visitmexico.com/FAOsweepstakes to enter their 16-digit sweepstakes code. The website will automatically inform customers if their VZHHSVWDNHV�FRGH�LV�D�´:LQQHUµ�RU�´3OHDVH�7U\�$JDLQ�µ�2QH�ZLQQHU�ZLOO�ZLQ�D�ZHHNORQJ�DOO�LQ-clusive vacation for four at a luxury resort in Cancun, Mexico. Ten winners will win a year’s ZRUWK�RI�&RURQD�([WUD�DQG�7RVWLWRV�SURGXFWV��ZLQQHUV�ZLOO�ZLQ�RQH��SDFN�RI�&RURQD�([-WUD��DQRWKHU��ZLQQHUV�ZLOO�ZLQ�D�MDU�RI�7RVWLWRV�VDOVD�DQG�DQRWKHU��ZLQQHUV�ZLOO�ZLQ�RQH�EDJ�RI�7RVWLWRV�WRUWLOOD�FKLSV��$OO�RWKHU�SDUWLFLSDQWV�ZLOO�UHFHLYH�D�´3OHDVH�7U\�$JDLQµ�PHVVDJH��&XVWRPHUV�PXVW�EH��\HDUV�ROG�WR�SDUWLFLSDWH�LQ�WKLV�VZHHSVWDNHV��

&XVWRPHUV�DUH�DGGLWLRQDOO\�HQFRXUDJHG�WR�XVH�WKH�KDVKWDJ��´�)RU$Q\2FFDVLRQ6ZHHS-VWDNHV�µ�WR�GRFXPHQW�WKHLU�SDUWLFLSDWLRQ�LQ�WKLV�VZHHSVWDNHV��

PRESS CONFERENCE FOR MEXICO: FOR ANY OCCASION SWEEPSTAKES$�SUHVV�FRQIHUHQFH�ZLOO�EH�KHOG�WR�NLFN�RII�WKH�´0H[LFR��)RU�$Q\�2FFDVLRQ�6ZHHSVWDNHV�µ�RQ�)HEUXDU\��VW�LQ�&KLFDJR��,/�WR�PDUN�WKH�VWDUW�RI�WKH�VZHHSVWDNHV�LQ�WKH�ÀYH�WDUJHW�FLWLHV�RI�WKH�public relations campaign.

1RWDEOH�MRXUQDOLVWV�DQG�RSLQLRQ�OHDGHUV��VSHFLÀFDOO\�IURP�WKH�&KLFDJR�7ULEXQH��ZLOO�EH�LQYLWHG�WR�WKH�SUHVV�FRQIHUHQFH�WR�HQVXUH�D�SRVLWLYH�EUDQG�LPDJH�LV�SURMHFWHG�WKURXJKRXW�WKH�ÀYH�participating cities.

A press release to document the event will be released to major media contacts in the be-JLQQLQJ�RI�)HEUXDU\��3UHVV�NLWV�ZLOO�EH�GLVWULEXWHG�WR�DOO�DWWHQGLQJ�PHGLD�SHUVRQV��

PRESS CONFERENCES FOR #FORANYOCCASION SOCIAL MEDIA CAMPAIGN$�SUHVV�FRQIHUHQFH�ZLOO�EH�KHOG�WR�NLFN�RII�WKH�´�)RU$Q\2FFDVLRQ�6RFLDO�0HGLD�&DPSDLJQ�µ�on September 1st in Los Angeles, CA to mark the start of this national campaign.

1RWDEOH�MRXUQDOLVWV�DQG�RSLQLRQ�OHDGHUV��VSHFLÀFDOO\�IURP�WKH�/RV�$QJHOHV�7LPHV��ZLOO�EH�LQYLW-ed to the press conference to ensure a positive brand image is projected throughout the nation and campaign participation is encouraged.

A press release to document the event will be released to major media contacts in the be-JLQQLQJ�RI�6HSWHPEHU��3UHVV�NLWV�ZLOO�EH�GLVWULEXWHG�WR�DOO�DWWHQGLQJ�PHGLD�SHUVRQV�

PR & PROMOTION

80

Promotional Events (continued)

MEXICO: FOR ANY OCCASION FIESTAThe Mexico Tourism Board, in partnership with Tostitos and Corona Extra, invites company H[HFXWLYHV�WR�WKH�0H[LFR��)RU�$Q\�2FFDVLRQ�)LHVWD��D�XQLTXH�SURPRWLRQDO�HYHQW�H[FOXVLYHO\�for business travelers.

7KLV�1HZ�<RUN��1�<��EDVHG�HYHQW�LV�D�0H[LFDQ�)LHVWD�ZLWK�DSSHWL]HUV�DQG�GULQNV�IURP�VSRQVRUV�Tostitos and Corona Extra where guests get the chance to meet directly with the Mexico Tourism Board’s esteemed travel agents and receive detailed information about holding company retreats, meeting and conventions in Mexico’s popular tourist destinations.

Additionally, guests who attend the Mexico: For Any Occasion Fiesta will receive a limit-ed-time promotional offer of 10 percent off booking fees for a business event at one of Mexi-FR·V�ÀYH�VWDU��DOO�LQFOXVLYH�UHVRUWV�LQ�&DQFXQ��5LYLHUD�0D\D��/RV�&DERV�RU�3XHUWR�9DOODUWD�

Mexico offers business travelers an elite experience in premiere destinations with modern meeting and convention centers, as well as all-inclusive resorts, hotels, restaurants and shop-ping centers. At the Mexico: For Any Occasion Fiesta, business executives will learn more about Mexico’s diverse culture and safe and affordable business accommodations and have the opportunity to book their next company event with the Mexico’s Tourism Board’s exclusive promotional offer.

TOSTITOS FIESTA BOWL VIEWING PARTIESAs part of the brand’s partnership with Tostitos and Corona Extra, the Mexico Tourism Board ZLOO�KRVW�ÀYH�7RVWLWRV�)LHVWD�%RZO�9LHZLQJ�SDUWLHV�DW�FLW\�FRQYHQWLRQ�FHQWHUV�LQ�WKH�FDPSDLJQ·V�ÀYH�WDUJHW�FLWLHV³1HZ�<RUN��1<��&KLFDJR��,/��+RXVWRQ��7;��/RV�$QJHOHV��&$�DQG�3KLODGHOSKLD��PA. —for current and potential travelers to Mexico.

7KLV�HYHQW��KHOG�RQ�-DQXDU\��VW��ZLOO�RIIHU�JXHVWV�WKH�RSSRUWXQLW\�WR�FKHHU�RQ�WZR�RI�America’s top college football teams as they mingle with the Mexico Tourism Board’s es-teemed travel agents and receive detailed information about traveling to Mexico. Guests will also enjoy game-day food and beverages from sponsors, Tostitos and Corona Extra.

$GGLWLRQDOO\��JXHVWV�ZKR�DWWHQG�DQ\�RQH�RI�WKH�ÀYH�7RVWLWRV�)LHVWD�%RZO�9LHZLQJ�3DUWLHV�ZLOO�receive a limited-time promotional offer of 10 percent off booking fees for a vacation at one RI�0H[LFR·V�ÀYH�VWDU��DOO�LQFOXVLYH�UHVRUWV�LQ�&DQFXQ��5LYLHUD�0D\D��/RV�&DERV�RU�3XHUWR�9DOODU-ta.


81

Promotional Non-Events

#FORANYOCCASION SOCIAL MEDIA CAMPAIGNThe Mexico Tourism Board has determined social media to be a vital outlet to not only inform

current and future travelers to Mexico, but to interact with travelers like never before. This

\HDUORQJ��LQWHUQDWLRQDO�VRFLDO�PHGLD�FDPSDLJQ�ZLOO�WDNH�SODFH�IURP�-DQXDU\��VW��WR�'H-

FHPEHU��VW��

7UDYHOHUV�DUH�HQFRXUDJHG�WR�XWLOL]H�WKH�KDVKWDJ��´�)RU$Q\2FFDVLRQ�µ�WR�GRFXPHQW�WKHLU�LQWHU-

HVWV��TXHVWLRQV�DQG�WUDYHO�H[SHULHQFHV�RQ�7ZLWWHU��)DFHERRN��,QVWDJUDP��<RX7XEH��)RXU6TXDUH�

and Pinterest. Users who are able to upload brief testimonials, videos and or photos of their

experiences in Mexico or hopes to travel to Mexico are additionally encouraged to do so.

The Mexico Tourism Board’s website, www.visitmexico.com, will feature a new tab with infor-

mation on how to interact with the brand via social media and will include a live-steam of

7ZHHWV��)DFHERRN�SRVWV��,QVWDJUDP�SKRWRV��<RX7XEH�YLGHRV��)RXU6TXDUH�FKHFN�LQV��DQG�3LQWHU-

HVW�SLQV�DV�XVHUV�XWLOL]H�WKH�KDVKWDJ��´�)RU$Q\2FFDVLRQ�µ�

The Mexico Tourism Board believes implementing this all-encompassing social media cam-

paign will encourage and inspire current and potential travelers to Mexico to share their pos-

itive experiences with the brand, but also receive information on promotional events, public

relations efforts and exclusive booking deals through this campaign.

CONCEPTUAL PRODUCT PLACEMENTThe Mexico Tourism Board will work with network television channels to incorporate conceptu-

al product placement into two popular television programs, Keeping Up with the Kardashians

on E! and The Layover on the Travel Channel.

$FFRUGLQJ�WR�WKH�UHVHDUFK�FRQGXFWHG�RQ�RXU�FDPSDLJQV�WDUJHW�DXGLHQFHV��\RX�DUH��SHU-

cent more likely than the general population to have taken any trip to Mexico if you viewed

(��DQG��SHUFHQW�PRUH�OLNHO\�WKDQ�WKH�JHQHUDO�SRSXODWLRQ�WR�KDYH�WDNHQ�DQ\�WULS�WR�0H[LFR�LI�

you viewed the Travel Channel.


82

Press Kit

Company Backgrounder

The Mexico Tourism Board, legally known as Consejo de Promocion Trusitica de Mexica, was created in 1999 to design and operate the country’s tourism promotion strategy. The Mexico Tourism Board is entrusted to coordinate, design and develop the national and inter-national strategies for tourism promotion for Mexico. It promotes the destinations and activities that Mexico has to offer as well as Mexico’s natural and cultural locales. The Mexico Tourism Board’s marketing plan is focused on specialization, consistency, joint efforts, favorable LPDJH��VWLPXODWLQJ�GHPDQG�DQG�GLYHUVLÀHG�PDUNHWLQJ��


Promotional Non-Events (continued)

:LWK�WKHVH�ÀJXUHV�LQ�PLQG��WKH�0H[LFR�7RXULVP�%RDUG�SODQV�WR�IHDWXUH�FRQFHSWXDO�product placement on the popular E! show, Keeping Up with the Kardashians by pay-ing the Kardashian’s to take a family vacation at a luxury, all-inclusive resort in Puerto Vallarta, Mexico. Similarly, the Mexico Tourism Board will pay the Travel Channel to feature Mexico on an episode of The Layover.

By introducing the idea of traveling to Mexico through these two popular television SURJUDPV��WKH�0H[LFR�7RXULVP�%RDUG�LV�FRQÀGHQW�ERWK�IDPLOLHV�DQG�\RXQJ�SURIHVVLRQ-als will be encouraged to visit Mexico for its premiere travel accommodations, historic landmarks and cultured cities.


83

Press Release #1

PRESS RELEASEFOR IMMEDIATE RELEASE)HEUXDU\��

Contact: Julia Birkinbine, PR Director MAD Media [email protected] ��

Mexico Tourism Board to launch Mexico: For Any Occasion Sweepstakes

Board partners with Tostitos and Corona Extra to encourage travel to Mexico

&+,&$*2³�2Q�)HEUXDU\��WKH�0H[LFR�7RXULVP�%RDUG�ZLOO�KRVW�D�SUHVV�FRQIHUHQFH�in downtown Chicago in Conference Room 1B at the Omni Chicago Hotel to present the brand’s new sweepstakes in partnership with Tostitos and Corona Extra.

7KH�H[FOXVLYH�VZHHSVWDNHV�ZLOO�WDNH�SODFH�LQ�ÀYH�SDUWLFLSDWLQJ�FLWLHV�DFURVV�WKH�8�6�³1HZ�<RUN��1<��&KLFDJR��,/��+RXVWRQ��7;��/RV�$QJHOHV��&$�DQG�3KLODGHOSKLD��3$��³DQG�ZLOO�EHJLQ�RQ�)HEUX-DU\��DQG�FRPPHQFH�RQ�-XQH��

´7KH�0H[LFR�7RXULVP�%RDUG�LV�H[WUHPHO\�H[FLWHG�WR�SUHVHQW�WKH�0H[LFR��)RU�$Q\�2FFDVLRQ�Sweepstakes to reward our loyal customers and encourage new travelers to win their next lux-XU\�YDFDWLRQ�LQ�RQH�RI�0H[LFR·V�SRSXODU�WRXULVW�GHVWLQDWLRQV�µ�0H[LFR�7RXULVP�%RDUG�&(2�2VFDU�Fitch Gómez said.

The public is invited to purchase any Tostitos or Corona Extra product with the Mexico Tourism Board logo at participating retailers to receive a sweepstakes entry code inside the product’s packaging. Customers may then visit www.visitmexico.com/FAOsweepstakes to enter their 16-digit sweepstakes code. The website will automatically inform customers if their sweepstakes FRGH�LV�D�´:LQQHUµ�RU�´3OHDVH�7U\�$JDLQ�µ

The sweepstakes grand prizewinner will receive a weeklong all-inclusive vacation for four at a luxury resort in Cancun, Mexico. Ten winners will win a year’s worth of Corona Extra and Tostitos SURGXFWV��ZLQQHUV�ZLOO�ZLQ�RQH��SDFN�RI�&RURQD�([WUD��DQRWKHU��ZLQQHUV�ZLOO�ZLQ�D�MDU�RI�7RVWLWRV�VDOVD�DQG�DQRWKHU��ZLQQHUV�ZLOO�ZLQ�RQH�EDJ�RI�7RVWLWRV�WRUWLOOD�FKLSV�

3DUWLFLSDQWV�DUH�HQFRXUDJHG�WR�XVH�WKH�KDVKWDJ��´�)RU$Q\2FFDVLRQ6ZHHSVWDNHV�µ�WR�GRFX-ment their participation in this sweepstakes.

Reporters and editors are invited to attend the event free of charge. Please contact Julia %LUNLQELQH�DW��DQG�SUFRQWDFW#PDGPHGLD�FRP�WR�PDNH�DUUDQJHPHQWV��

###


84

PRESS RELEASEFOR IMMEDIATE RELEASE6HSWHPEHU��

Contact: Julia Birkinbine, PR Director MAD Media [email protected] ��

0H[LFR�7RXULVP�%RDUG�WR�NLFN�RII�´�)RU$Q\2FFDVLRQ�6RFLDO�0HGLD�&DPSDLJQµ

Travelers encouraged to utilize social media to share positive Mexico experiences

/26�$1*(/(6³2Q�6HSWHPEHU��WKH�0H[LFR�7RXULVP�%RDUG�ZLOO�KRVW�D�SUHVV�FRQIHUHQFH�in downtown Los Angeles in the Gold Ballroom at the Ritz-Carlton, Los Angeles to present the EUDQG·V�QHZ�´�)RU$Q\2FFDVLRQ�6RFLDO�0HGLD�&DPSDLJQ�µ�

7KLV�\HDUORQJ��LQWHUQDWLRQDO�VRFLDO�PHGLD�FDPSDLJQ�ZLOO�WDNH�SODFH�IURP�-DQXDU\��VW��WR�'HFHPEHU��VW��

´:H�DUH�WKULOOHG�WR�EH�LPSOHPHQWLQJ�RXU�QHZ�VRFLDO�PHGLD�FDPSDLJQ�ZLWK�WKH�KDVKWDJ��¶�)RU$-nyOccasion,’ and hope current and future travelers to Mexico will utilize the campaign to VKRZ�RII�WKHLU�DPD]LQJ�H[SHULHQFHV�ZKLOH�YLVLWLQJ�0H[LFR·V�SUHPLHUH�WRXULVW�GHVWLQDWLRQV�µ�0H[L-co Tourism Board CEO Oscar Fitch Gómez said.

7UDYHOHUV�DUH�HQFRXUDJHG�WR�XWLOL]H�WKH�KDVKWDJ��´�)RU$Q\2FFDVLRQ�µ�WR�GRFXPHQW�WKHLU�LQWHU-HVWV��TXHVWLRQV�DQG�WUDYHO�H[SHULHQFHV�RQ�7ZLWWHU��)DFHERRN��,QVWDJUDP��<RX7XEH��)RXU6TXDUH�and Pinterest. Users who are able to upload brief testimonials, videos and or photos of their experiences in Mexico or hopes to travel to Mexico are additionally encouraged to do so.

The Mexico Tourism Board’s website, www.visitmexico.com, will feature a new tab with informa-tion on how to interact with the brand via social media and will include a live-steam of Tweets, )DFHERRN�SRVWV��,QVWDJUDP�SKRWRV��<RX7XEH�YLGHRV��)RXU6TXDUH�FKHFN�LQV��DQG�3LQWHUHVW�SLQV�DV�XVHUV�XWLOL]H�WKH�KDVKWDJ��´�)RU$Q\2FFDVLRQ�µ�

´:H�DUH�FRQÀGHQW�WKLV�FDPSDLJQ�ZLOO�IXUWKHU�HQKDQFH�WKH�0H[LFR�7RXULVP�%RDUG·V�DOUHDG\�SRVL-WLYH�LPDJH�µ�)LWFK�*yPH]�VDLG�

Reporters and editors are invited to attend the event free of charge. Please contact Julia %LUNLQELQH�DW��DQG�SUFRQWDFW#PDGPHGLD�FRP�WR�PDNH�DUUDQJHPHQWV��

###


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85

Fact Sheet

GENERAL FACTS��0H[LFR·V�WRWDO�SRSXODWLRQ�LV�RYHU��PLOOLRQ��7KH�QDWLRQ�VSDQV�RYHU��PLOOLRQ�VTXDUH�NLORPHWHUV�DQG�LV�WKH��WK�ODUJHVW�FRXQWU\�LQ�WKH��ZRUOG��0H[LFR·V�VL]H�LV�URXJKO\�WKUHH�WLPHV�WKH�VL[H�RI�7H[DV��7KH�QDWLRQ�KDV�RYHU��NLORPHWHUV�RI�FRDVWOLQH�DQG�EHDFKHV��0H[LFR·V�QDWLRQDO�ODQJXDJH�LV�6SDQLVK��0H[LFR·V�FDSLWDO��0H[LFR�&LW\�KDV�D�SRSXODWLRQ�RI�RYHU��PLOOLRQ��7KH�QDWLRQDO�FXUUHQF\�LV�WKH�3HVR��0H[LFR·V�ERUGHULQJ�FRXQWULHV�LQFOXGH�%HOL]H�DQG�*XDWHPDOD��0H[LFR�LV�ORFDWHG�EHWZHHQ�WKH�&DULEEHDQ�6HD��WKH�*XOI�RI�0H[LFR�DQG�WKH�1RUWK�3DFLÀF� Ocean ��0H[LFR�KDV« ��110,000 monuments ��DUFKHRORJLFDO�VLWHV ��81(6&2�:RUOG�+HULWDJH�VLWHV��PRUH�WKDQ�DQ\�RWKHU�FRXQWU\�LQ�WKH�$PHULFDV� ��GLVWLQFW�HWKQLF�ODQJXDJH�JURXSV��VHFRQG�PRVW�LQ�WKH�ZRUOG�

TRAVELERS/TOURISTS��0H[LFR�LV�FXUUHQWO\�UDQNHG��WK�JOREDOO\�LQ�LQWHUQDWLRQDO�YLVLWRU�DUULYDOV��$FFRUGLQJ�WR�WKH�ODVW�QDWLRQDO�VWDWLVWLFV��0H[LFR�UHFHLYHG��LQWHUQDWLRQDO�WUDYHO�YLVL��WRUV�LQ��ZKLFK�UHSUHVHQWV�D��D�LQFUHDVH�FRPSDUHG�WR��0H[LFR�UHPDLQV�WKH�PRVW�YLVLWHG�FRXQWU\�E\�$PHULFDQV��0H[LFR�LV�WKH�WRS�GHVWLQDWLRQ�IRU�RYHUVHDV�$PHULFDQ�WRXULVWV��UHJLVWHULQJ�D�PDUNHW�VKDUH�RI��SHUFHQW�DFFRUGLQJ�WR�8�6��'HSDUWPHQW�RI�&RPPHUFH�ÀJXUHV��$FFRUGLQJ�WR�WKH�ODVW�UHSRUW�IURP�WKH�1DWLRQDO�,QVWLWXWH�RI�0LJUDWLRQ��0H[LFR�VDZ�DQ�LQFUHDVHG��QXPEHU�RI�YLVLWRUV�IURP��FRXQWULHV�DURXQG�WKH�ZRUOG�LQ��0H[LFR�UDQNHG��UG�ZRUOGZLGH�LQ�WRXULVP�VSHQGLQJ³WRWDOLQJ��ELOOLRQ�LQ��

TOURIST DESTINATIONS��,Q��7UDYHORFLW\�UDQNHG�&DQFXQ��0H[LFR��DQG�3XHUWR�9DOODUWD��LQ�LWV�7RS�7HQ�VXPPHU� family destinations��&DQFXQ�ZDV�UDQNHG�WKH�QXPEHU�RQH�LQWHUQDWLRQDO�GHVWLQDWLRQ�RQ�WKH�2UELW]�,QVLGHU�,QGH[� Summer Travel Report��5LYLHUD�0D\D��0H[LFR�KDV�EHHQ�UHFRJQL]HG�ZLWK�D�7RS�7UDYHO�GHVWLQDWLRQ�DZDUG�IURP�7UDYHO� Weekly��/RUHWR��0H[LFR�PDGH�7KH�1HZ�<RUN�7LPHV�OLVW�RI��3ODFHV�WR�*R�LQ��

CRUISE TRAVELERS��'XULQJ��WKHUH�ZHUH�RYHU��PLOOLRQ�FUXLVH�VKLS�SDVVHQJHUV�YLVLWLQJ�0H[LFR��0H[LFR�LV�WKH�VHFRQG�PRVW�YLVLWHG�FRXQWU\�IRU�FUXLVH�WUDYHOHUV��,Q��WKH�DYHUDJH�H[SHQGLWXUH�RI�FUXLVH�WUDYHOHUV�WR�0H[LFR�ZDV��8�6��GROODUV��DQ�LQ��FUHDVH�RI��SHUFHQW�LQ��



86

Fact Sheet (continued)

ACCOMODATIONS��)URP��WR��0H[LFR·V�KRWHO�RFFXSDQF\�UDWHV�LQFUHDVHG�E\��SHUFHQW��$FFRUGLQJ�WR�D�-XQH��&RQGH�1DVW�7UDYHOHU�3ROO��0H[LFR�KDV��RI�WKH�WRS��VSDV��JORE� ally��6HYHUDO�RI�0H[LFR·V�OX[XU\�KRWHOV�ZHUH�VHOHFWHG�E\�&RQGH�1DVW�7UDYHOHU·V�*ROG�/LVW��DQG��7UDYHO��/HLVXUH�:RUOG·V�%HVW�+RWHOV��0H[LFR�LV�D�OHDGHU�LQ�VXVWDLQDEOH�WRXULVP³7KH�0D\DNRED�5HVRUW�RQ�0H[LFR·V�5LYLHUD�0D\D� was awarded with the prestigious Ulysses Award from the United Nation World Tourism orga-��QL]DWLRQ�LQ��

MEETINGS & CONVENTIONS��,Q��0H[LFR�KHOG��,QWHUQDWLRQDO�&RQJUHVVHV��,Q��EXVLQHVV�PHHWLQJ�ZHUH�KHOG�LQ�0H[LFR��,Q��WKHUH�ZHUH�DSSUR[LPDWHO\��LQWHUQDWLRQDO�DWWHQGHHV�DW�PHHWLQJV�LQ�0H[LFR��7KH�QXPEHU�RI�FRQYHQWLRQ�FHQWHUV�LQ�0H[LFR�KDV�PRUH�WKDQ�GRXEOHG�LQ�WKH�ODVW��\HDUV³��LQ��WR��LQ��DQG�PHHWLQJ�VSDFH�KDV�H[SDQGHG�E\��SHUFHQW

SAFETY��0RUH�WKDQ��$PHULFDQV�VDIHO\�YLVLW�0H[LFR�HYHU\�GD\��0H[LFR�KDV�YHU\�ORZ�YLROHQW�FULPH�UDWHV³LQ�IDFW��WRXULVWV�DUH�VWDWLVWLFDOO\�VDIHU�LQ�0H[LFR�DQG� much less likely to be a victim of violent crime than in the U.S., Canada and many other countries regarded as safe ��7KH�DVVDXOW�UDWH�LQ�WKH�8�6��LV�QHDUO\��WLPHV�JUHDWHU�WKDQ�WKDW�RI�0H[LFR��7KH�<XFDWDQ�LV�DV�VDIH�DV�UXUDO�8�6��VWDWHV��HVSHFLDOO\�:\RPLQJ��0RQWDQD��2UHJRQ�DQG�0DLQH��0H[LFR�&LWH�LV��WLPHV�VDIHU�WKDQ�:DVKLQJWRQ�'�&��0H[LFR�KDV�D�ORZHU�KRPLFLGH�UDWH�WKDQ�VHYHUDO�8�6��FLWLHV��LQFOXGLQJ�0LDPL��)/�DQG�&KLFDJR��7KH�8QLWHG�1DWLRQV�2IÀFH�RQ�'UXJV�DQG�&ULPH�UHSRUW�WKDW�0H[LFR�LV�VDIHU�WKDQ�+RQGXUDV��-DPDLFD�DQG�(O�6DOYDGRU��$FFRUGLQJ�WR�1DWLRQ0DVWHU�FRP��ZKLFK�XVHV�8�1��EDVHG�GDWD��0H[LFR�GRHVQ·W�HYHQ�PDNH��WKH�OLVW�RI�WKH��QDWLRQV�ZLWK�WKH�KLJKHVW�KRPLFLGH�UDWHV�

Kaely Levy | Research DirectorKaely Levy | Research DirectorPR & PROMOTION

Press Contacts

New York TimesMailing address: ��(LJKWK�$YHQXH��1HZ�<RUN�&LW\��1<��7HOHSKRQH��Website: www.nytimes.com/ General email: National ([email protected]), Business ([email protected]) Contact: Hiroko Tabuchi, Economics, business, and tech reporter ([email protected])

NEWSPAPER CONTACTS

87

NEWSPAPER CONTACTSChicago TribuneMailing Address: ��1�0LFKLJDQ�$YH��&KLFDJR��,/��7HOHSKRQH��Website: www.chicagotribune.com/ Contact: Alejandra Cancino, Business and manu-facturing reporter ([email protected])

Los Angeles TimesMailing Address:��:��VW�6W�/RV�$QJHOHV��&$��7HOHSKRQH��Website: www.latimes.com/Contact: Christopher Reynolds, Travel reporter ([email protected])

Houston ChronicleMailing Address:3�2��%R[��+RXVWRQ��7H[DV��7HOHSKRQH��Website: www.chron.com Contact: Jody Schmal, Luxury Lifestyle reporter ([email protected])

3KLODGHOSKLD�,QTXLUHUMailing Address:3�2��%R[��Philadelphia, PA 191107HOHSKRQH��Website: www.philly.com Contact: Samantha Critchell, Lifestyle reporter ([email protected])

TELEVISION CONTACTS:$%&�79��$%&�Mailing address: ��/LQFROQ�6TXDUH1HZ�<RUN��1<��7HOHSKRQH��Contact: Kenny Plotnick, News Director

:%%0�79��&%6�Mailing address: ��1��0LFKLJDQ�$YH�Chicago, IL 606117HOHSKRQH��Contact: Jeff Kiernan, News Director

.$%&�79��Mailing address: ��&LUFOH�6HYHQ�'ULYH*OHQGDOH��&$��7HOHSKRQH��Contact: Cheryl Fair, News Director

.75.�79��$%&��Mailing address: ��%LVVRQQHW+RXVWRQ��7;��7HOHSKRQH��Contact: Dave Strickland, News Director

WCAU NBC 10Mailing address: 10 Monument Rd.Bala Cynwyd, PA 190047HOHSKRQH��&RQWDFW��-LP�5RVHQÀHOG��1HZV�'LUHFWRU�

Kaely Levy | Research DirectorKaely Levy | Research DirectorKaely Levy | Research DirectorPR & PROMOTION

Press Contacts (continued)

RADIO CONTACTS

:$%&�$0��$%&�Mailing address: ��3HQQ�3OD]D��WK�)ORRU1HZ�<RUN��1<��7HOHSKRQH��Contact: Ken Duffy, News Director

:%%0�$0��&%6�Mailing address: ��1RUWK�6WHWVRQ��6XLWH��Chicago, IL 606017HOHSKRQH��Contact: Ron Gleason, News Director

.$%&�$0��Mailing address: ��6��/D�&LHQHJD�%OYG�Los Angeles, CA 900167HOHSKRQH��Contact: Ron Escarsega

1HZV��)0�Mailing address: ��*UHHQZD\�3OD]D��6XLWH��+RXVWRQ��7;��7HOHSKRQH��Contact: Alan Furst, Program Director

.<:�1HZV5DGLR��Mailing address: 400 Market Street, 10th FloorPhiladelphia, PA 191067HOHSKRQH��Contact: Ed Fischer, News Editor

Kaely Levy | Research DirectorKaely Levy | Research DirectorKaely Levy | Research DirectorPR & PROMOTION

Public Relations & Promotions Budget

88

Activity/Event Details Cost

Mexico: For Any Occa-sion Press Conference

Production, News ��

Media Relations ��

Mexico: For Any Occa-sion Sweepstakes

Buzz Marketing ��

Event costs, prizes, and prod-ucts

��

#ForAnyOccasion So-cial Media Campaign Press Conference

Production, News ��

Media Relations ��

#ForAnyOccasion So-cial Media Campaign

Buzz Marketing ��

Mexico: For Any Occa-sion Fiesta

Event Costs $600,000

Event Marketing ��

Tostitos Fiesta Bowl Viewing Parties (5)

Event Costs ��

Event Marketing ��

Conceptual Product Placement

Keeping Up with the Kar-dashians (E!)

��

The Layover (Travel Channel) ��Total: $7,120,000

SOURCES

Kaely Levy | Research DirectorKaely Levy | Research DirectorKaely Levy | Research DirectorSOURCES

Situation Analysis

90

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Documents

Mexico Tourism Board IMC 2013 Campaign Book