:: Campaign Objective

· Strengthen and consolidate the knowledge of Mexico's attractions and tourism services in Europe and stimulate the interest of traditional and potential visit demand and travel to our country.

· Position the ""Mexico"" brand gradually in terms of spontaneous ""top of mind"" and assisted ""share of mind"" recall, and increase the intention to travel to Mexico.

· Extend the tourist seasons and stays in the country as Mexico tourism has been positioned as a multi-destination and multi-product.

· Promote Mexico, with its products and destinations, in secondary and emerging European markets, taking advantage of the trends that the travel industry has shown in recent years.

· The institutional campaign has strengthened and reinforced the positioning of the Mexico brand, providing visibility and impact through differentiating and innovative means, in addition to its wide coverage.

:: Campaign Strategy

The communication strategy is focused on presenting the possibilities of Mexico in major European countries, as an interesting tourism alternative at a time when the European tourism demand has changed its travel focus to traditionally-visited destinations.

:: Targeted segments

The target of the campaign are men and women between 20 and 44 years old of high, middle-high and middle class with and income that exceed $50,000 per year.

Tourism products being promoted, according to the profiles and characteristics of European long distance travelers, are: sun and beach, culture, archeology and ecotourism.

Primary markets are Spain, Germany, France, Italy and the UK.

Secondary markets are Portugal, Belgium, Netherlands, Austria, Sweden, Switzerland.


La última vez que se actualizó este documento fue el Viernes 21 de septiembre de 2018
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