Mexico in Big Tourism Advertising Push

After the swine-flu outbreak scared tourists away from Mexico, the country's president Felipe Calderon recently announced plans to spend $92 million on efforts to promote tourism. Southern California Hispanic media properties including Impremedia properties and Hispanic wedding magazine BodasUSA have sold advertising to Mexican public and private institutions.

Both private and public entities are putting advertising dollars to work. Hotel resorts and other private entities from regions including Baja Sur, Baja Norte, California, Mexicali, Tijuana, Ensenada, and Rosarito are advertising their properties to U.S. audiences.

In addition, public entities led by the Mexican Central State (Mexico Tourism Board whose account is handled by Machado Garcia Serra in Miami), but also by many regional states are participating in the promotion. 

Below is the time-line of an Advertising/Promotion program of Baja California Sur (Secretaria de Turismo):

Country

Advertising Vehicle

Name of Media property

Date

 

U.S.

TV

TV: KTLA Morning News Targeting Fishing Sports Fans in Southern California

Special Program starting July 4

U.S

Radio Advertising

Los Angeles and San Diego stations

Starting July 20th

U.S

TV

ESPN, (targeting Fishing Fans in Los Angeles and San Diego)

July 27th until October

U.S

Print

Western Outdoors Magazine Supplement

NA

U.S

Print

Arizona Republic, Chicago Tribune, Dallas Morning News, Houston Chronicle, Los Angeles Times, Orange County Register, San Diego Union Tribune, San Francisco Chronicle, Seattle Times

June 2009 onwards

U.S

Online

Google

Paid Search

U.S

Co-op Campaigns

In cooperation with AeroMexico, Alaska Airlines, American Airlines Vacations and Expedia.

 

Mexico

TV

TV Azteca, Spots en “Hechos Noche” and “Entrevista con Sarmiento”

July 7th onwards

Mexico

Cable TV Channels of Mexico City

Including Sky Channel and Televisa newscast (of Joaquin Lopez Doriga)

Spots starting July 14th

Mexico

Guadalajara and Monterrey

Outdoor

Starting July 13

Source: Advertising program supported by Baja California Sur

State Government of Baja California, Fideicomiso de Promocion Turistica, Hotel Associations and Consejo de Promocion Turistica de Mexico


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