Gerardo Llanes, chief marketing officer of The Mexico Tourism Board, recently unveiled the country’s new tourism slogan, “Mexico: Live It to Believe it” to the Mexico Tourism Summit. At an increase of about 10%, the Mexico Tourist Board will spend $43.3 million on promoting the country. Ads are intended to be, “unexpected, personal, surprising and emotional, with a focus on experience,” according to Llanes.
Llanes describes the ads as a “visual language made of memories.” One ad aims to rebrand Puerto Vallarta and the Riviera Nayarit into “Vallarta Nayarit” and the other promotes Mexico City as a leisure destination. They are designed to trigger emotional responses from two target audiences; consumers ages 35 to 65 with a household income of $100,000-plus and ages 25-45 with a household income of $75,000. A preview shown to the Mexico Tourism Summit, an audience composed of 40 tour wholesalers, heads of travel agent groups and association leaders had an overwhelmingly favorable reaction.

http://mexicotoday.org/article/tourism/mexico-launches-live-it-believe-it-promotional-campaign