The Mexico Tourism Board has unveiled its newest global campaign, "A World of Its Own," in New York City. The campaign focuses on the varied experiences travelers can have while visiting the country. According to the Mexico Tourism Board, Mexico has climbed from the 15th (2012) to the 8th most visited country in the world, and "A World of Its Own" highlights the diversity of Mexico's tourism offerings.
"This new campaign is an invitation to immerse yourself in everything that is Mexico," said Hector Flores Santana, Mexico Tourism Board's CEO in a press release. “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."
The global marketing campaign will begin to roll out immediately, with its first phases focused on the visitmexico.com website update, digital and social media programs, and public relations efforts. Advertising, promotions and events in partnership with the tourism industry will start to roll out across global markets in October. A new digital platform will launch this 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.