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 | Western Outdoors Magazine Supplement | NA | |
U.S | 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 | 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