Mexico City, MX;—Mexico’s Ministry of Tourism and the Mexico Tourism Board have officially launched their North American recovery campaign in an effort to reactivate the tourism industry. The first part of the three-phase multimedia campaign will start airing this week across television stations throughout the U.S.
The first phase of the three part multimedia campaign titled, “Believe It” will run for a series of two weeks and will consist of television ads in markets across the US. The campaign carries strong, impacting statements and features leaders such as United States President Barack Obama among other important figures within the political arena.

Phase two titled “Welcome Back” reminds Americans of those magical moments that bond them to Mexico, and phase three a coop campaign titled “Mexico-It’s Time To Go” will entice travelers with amazing deals and packages that will be difficult to resist. In all -the campaign reminds everyone- Mexico’s magic-hasn’t changed.

The highly anticipated campaign, builds on the credibility that the Mexican government has built as a result of the responsibility in which the country’s government handled the recent health crisis.  The exciting new campaign’s main message to travelers is to welcome them back and remind them that the Magic of Mexico hasn’t changed. The campaign will be carried out in three phases, beginning now through the winter season.

“Mexico and its tourism sector have proven yet again, that we are resilient to crisis. Not only are we back up and running and receiving tourists every day, but we are showing the world that this administration represents responsibility” said Oscar Fitch, CEO of the Mexico Tourism Board.

“Mexico is letting the world know that we are ready to welcome back travelers and continue to offer the beauty, culture, history, gastronomy, and pristine beaches our country is known for-and of course; all within great proximity and at a great value” added Fitch.

Tourism is one of the most important industries in Mexico; in fact revenue generated by tourists reached $13.2 billion in 2008. And, last year Mexico welcomed 22.6 million international visitors- a 5.9 percent increase from the previous year, of which, 18 million were Americans.

With that said, the campaign will focus on 12 major markets in the United States and six markets in Canada, which combined, represent over 80% of Mexico’s international tourists. Campaigns for Europe, Asia and Latino America are also planned for a later date.

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