México Tourism Board

Background:
Mexico Tourism Board´s mission consists on the promotion -both integrally and competitively- of Mexico, its products and destinations in domestic and international markets, by means of joint efforts involving all stakeholders in tourism. Comunicación Iberoamericana was the communication agency and representative of the Mexico Tourism Board in the European market between 2006 and 2010.

Goals:
Increase the spending and length of stay of European tourists in Mexico; Increase the number of travelers and diversify the Mexican touristic offer, in terms of activities and new routes and destinations.

Publics:
Direct publics: Media, travel agencies and tour operators from 25 specific markets (Germany, France, Spain, Italy, UK, Switzerland, Czech Republic, Hungary, Estonia, Latvia, Poland, Slovenia, Belgium, Luxembourg, Holland, Portugal, Israel, Cyprus, Malta, Ireland and Sweden).
Indirect public: potential traveller

Actions:
Conduct quantitative studies to measure the impact of advertising campaigns on specific niches. Media relations, interview management, organization of fam and press trips, newsletters, event management and seminars, participation in trade fairs and crisis management.

Results:
Comunicación Iberoamericana got a privileged presence of Mexico in the leading media in each market. The articles generated exceeded an annual audience of 520 million people and a return on investment of ten points.

Mex 14
Mex 10
Mex 13
Mex 20
Mex 07
Mex 21
Mex 19
Mex 02
Mex 12
Mex 16
Mex 06
Mex 08
Mex 04
Mex 15
Mex 09
Mex 01
Mex 18
Mex 03
Mex 11
Mex 22
Mex 17
Mex 05
Mex 23