Campaign builds upon Mexico's positioning as a mega-destination,
offering visitors a lifetime of experiences
NEW YORK, Sept. 26, 2017 /PRNewswire/ -- The Mexico
Tourism Board unveiled a new global campaign, "A World of Its
Own," in New York City. The
campaign represents the next chapter in Mexico's global tourism positioning and
promotion and focuses on the vibrant, multi-faceted experiences
that keep visitors coming back to Mexico and its hundreds of destinations, time
and again. The "A World of Its Own" positioning highlights the
sheer scale and diversity of Mexico's tourism offering and comes at a time
when Mexico has climbed from the
15th (2012) to the 8th most visited country
in the world (source: UNWTO), outpacing the global industry average
in growth, by several times.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8185251-mexico-tourism-a-world-of-its-own/
"This new campaign is an invitation to immerse yourself in
everything that is Mexico," stated
Hector Flores Santana, Mexico Tourism Board's CEO. "We feel the
name says it all: Mexico is truly
'A World of Its Own'. We constantly hear visitors tell us that
Mexico is unlike anything they
have experienced. They have shared their marvel that in just one
day they can relax at one of the world's top beaches, stroll
through colorful markets, hear the Maya language still spoken,
visit a crystal blue water cenote hidden in the jungle and,
finally, savor a mix of modern and ancient flavors at dinner.
Throughout their journey they are greeted with the warm smiles of
the Mexican people while enjoying the quality service of
Mexico's world-famous hospitality.
This new campaign seeks to capture this positive overwhelming
feeling of sensations and discovery."
By telling rich stories about these diverse, vibrant experiences
Mexico offers across its
destinations to a wide variety of travelers, the campaign will
build upon Mexico's recognized
positioning as a mega-destination. It is a country that beckons
travelers again and again, for even longer visits each time, in
order to fully explore the richness and diversity found everywhere.
In this sense, the campaign highlights that the question for
travelers is not 'should you visit Mexico?' but instead 'how far will you
go?'
"A World of Its Own" will also highlight the colorful, magical
and even surreal aspect of Mexico
which has attracted explorers, artists and philosophers for
thousands of years. This is what Salvador Dalí, the acclaimed and
eccentric Spanish artist, sarcastically claimed about Mexico: "There is no way I am going back to
Mexico, I can't stand to be in a
country that is more surreal than my paintings." Nothing
captures this surrealism more so than the Dia
de Muertos (Day of the Dead) celebration. Travelers can be
immersed in this beautiful, joyous tradition that has evolved over
thousands of years where Mexican families and friends honor and
remember their departed loved ones with altars, food, flowers,
colorful decorations, and public and private festivities that
symbolize how the dead still dance and celebrate among us.
The multi-faceted global marketing campaign will begin to roll
out immediately, with its first phases focused on the
visitmexico.com website refresh, digital and social media programs,
and public relations efforts. Advertising, promotions and events in
partnership with the tourism industry, and Mexico's many destinations, will begin rolling
out across global markets in October. A new digital platform
will launch in December, allowing for interaction with the
"World Of its Own" video, with 360-degree views of Mexico experiences and a Mexico bucket-list building tool for
consumers. The campaign content and messages have also been
designed to be customized by market, consumer segments and
according to Mexico's tourism
products including sun and beach, romance, adventure and nature,
medical and wellness, LGBT, cruises, culture, high-impact events,
luxury, sustainability and gastronomy.
The Mexico Tourism Board's Chief Marketing Officer, Emmanuel Rey, added, "It's time for Mexico to connect with travelers on a more
personal level, now more than ever. 'A World of Its Own' will both
engage consumers by sharing the breadth of experiences Mexico has to offer and, more importantly,
challenge travelers to live life to the fullest, awaken their drive
to imagine and ensure travel is an important part of how they
discover the world and themselves."
For more information about Mexico, please go to
https://www.visitmexico.com/en.
Press inquiries: Melanie
Garvey, Melanie.garvey@mslgroup.com
View original
content:http://www.prnewswire.com/news-releases/mexico-tourism-board-unveils-global-a-world-of-its-own-campaign-300525955.html
SOURCE Mexico Tourism Board