Mexico Launches New Ad Campaign

Campaign titled “Mexico: The Place You Thought You Knew”

Mexico's New US ad campaign // © 2010 Mexico Tourism Board

Mexico's New US ad campaign
// © 2010 Mexico Tourism Board

The Mexico Tourism Board (MTB) recently unveiled its new U.S. consumer advertising campaign, “Mexico: The Place You Thought You Knew.” It aims to pique travelers’ curiosity by introducing them to little-known Mexico destinations and attractions.

“We know that people’s lives are incredibly hectic, and vacations are an increasingly important way for them to physically and spiritually rejuvenate,” said Mexico secretary of tourism, Gloria Guevara. “We feel this campaign will do a spectacular job of communicating the lesser-known ways travelers can explore Mexico, and then return home a different person than when they left.”

The first set of print ads will run through November. The campaign also features multiple television ads that highlight the colonial town of San Luis Potosi, Mexico City and Puerto Vallarta. The MTB’s financial investment in the new campaign marks a 30 percent increase from what it spent in 2008 for marketing to the U.S.

The tourism board also recently unveiled a new brochure titled “The Routes of Mexico,” which lists 10 different routes that connect Mexico’s 31 states via shared themes, from food and wine to culture, history and art.

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