CPTM

The Mexico Tourism Board has established a strategy and program of cooperative publicity that allows for participation by the tourism sector?s various stakeholders, including state governments, destinations, airlines, hotel chains, tour operators, conventions offices and other commercial partners from the private sector.

:: General Objectives

-Stimulation of travel intentions within and toward Mexico, promoting the optimum utilization of the tourism products and services on offer.

-Support for the ongoing sale of tourism products by measures aimed at the most profitable markets, segments, niches and distribution channels.

-Application of a flexible approach that allows for rapid adjustment to market conditions.

:: Strategy

Development of an overall creative concept that allows advertising and promotional efforts to build upon the Mexico brand.

Definition of a strategy that permits:

In the short term:

     -Integration of all the states in the national and international campaign.

-Development of an advertising concept that provides support for each state under the umbrella of the MEXICO brand.

-Respect for the personality that each destination has developed over the years.

-Optimum use of the resources of both the states and the Mexico Tourism Board.

In the medium term:

-Have a single communications strategy for the whole world that captures the essence of Mexico as well as of its various destinations and segments.