The Mexico Tourism Board is launching its new "Live It to Believe It" campaign in the U.S. and Canada following a launch party at the New York Museum of Natural History September 25.
The campaign powerfully showcases Mexico’s wide diversity, culture, nature, flavors, history, innovation and state of the art destinations. The campaign is aspirational and elegant, meant to evoke memories through visitors experiences.
Slated to air this month nationwide, the first ad combines Vallarta and Nayarit as one; show casing their respective assets, they create a grand destination that has it all. In addition, the Mexico City ad features an exciting cosmopolitan, vibrant and modern city, with a strong sense of history.
Other destinations such as Yucatan, Los Cabos and Cancun-Riviera Maya will also be integrated into the first phase of the campaign.
With an initial investment of 36 million dollars, the campaign incorporates all media platforms including public relations, with a strong emphasis on digital channels.
The event hosted more than 400 guests including travel agents, industry associations, hotel chains, tour operators and special guests, including: Mexico’s Secretary of Foreign Affairs, José Antonio Meade; Mexico’s Ambassador to the U.S., Eduardo Medina Mora, Mexico’s Undersecretary for North America, Sergio Alcocer, the Consul General of Mexico in New York, Sandra Fuentes-Beraín and Rodolfo López Negrete, CEO of the Mexico Tourism Board, among others.