CPTM

:: Objectives of the campaign

·  Generate Mexico Brand awareness in the consumer target, highlighting the attributes of the MEXICO brand: Warmth, Authenticity and Discovery or Diversity.

·  Promote and position Mexico Brand on the national and international markets to improve the image of Mexico and increase tourism flow, expenditure and average stay of the tourist.

·  Achieve a higher brand awareness on the target markets.

·  Promote market segments: Sun and Beach, Culture, Gastronomy, Luxury (Spas, Boutique Hotels, Haciendas and Nautical Tourism), Golf, Nature (Adventure and Ecotourism) and Meetings to motivate consumer, according to their traveling interests, by showing them the diversity of Mexico.

·  Consumer target: Men and women of 25 to 65 years of age, on socioeconomic levels ABC C+.

:: Creativity 

National Campaign Summer 2010 

¿DID YOU KNOW? 

IDEA

·  Capitalize the strength of “VIVE MEXICO” and generate curiosity as well as the desire to know Mexico through questions related to destinations and touristic routes.

·  Objective: Direct the consumer to visitmexico.com to answer the questions and learn about The Routes of Mexico as a new way to travel.

North America Campaign Summer 2010

MEXICO, THE PLACE YOU THOUGHT YOU KNEW 

IDEA

·  Show the diversity and uniqueness of Mexico through and experience that will change the traveler.