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“Live It to Believe It” Promotional Campaign

CANCUN — Gerardo Llanes, chief marketing officer of Mexico’s Tourism Board, unveiled the destination’s new tourism slogan, “Mexico: Live It to Believe It,” to 40 tour wholesalers, heads of travel agent groups and association leaders attending the Mexico Tourism Summit here.

He gave a sneak preview of two television spots which will begin running in September.

Llanes said the tourist board is targeting consumers ages 35 to 65 with household income of $100,000-plus, but wants to also speak to those 25 to 45 with a household income of $75,000.

The ads feature British-accented female narrators and are designed to trigger an emotional response “using a visual language, made of memories,” Llanos said. “We want to make it unexpected, personal, surprising and emotional, with focus on experience.”

One of the ads supports the rebranding of Puerto Vallarta and the Riviera Nayarit into “Vallarta Nayarit,” and the other promotes Mexico City as a leisure destination.

Audience reaction to both spots was overwhelmingly favorable.

A total of $43.3 million will be spent by the Mexico Tourist Board this year promoting the country, with a big push from September to December, said CEO Rodolfo Lopez Negrete. That total represents an increase of about 10%, he added.

Negrete said that the timing of the marketing efforts was affected somewhat by changes in advertising and public relations agencies, but that new 30-month contracts would provide stability in promotional efforts moving forward.

In addition to the federal tourism-promotion budget, more than $10 million in federal, state and regional funds will be spent in the U.S. and Canada on the rebranding of Vallarta Nayarit over the 12 months beginning in September.

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