The four-day event, which is supported by a host of public bodies including The British Council (Mexico), the National Council for Culture and Arts (Conacutta), the Mexican Film Institute and the Mexican Tourism Board, will celebrate the country’s diverse cultural industries as founder Hugo Van Belle seeks to improve the country’s image.
PrettyGreen will run an ongoing press office for the festival, which takes place between 11 and 14 July, while creating a digital community management programme to drive ticket sales and engage a wider audience with the festival.
Claire Ashman, head of music and culture at PrettyGreen, will lead the account supported by account director Emma White. They will report directly to festival founder Van Belle, and work alongside LondonMexFest’s producer Gabriel Stavenhagen and creative director Miranda Romero.
Now in its second year, LondonMexFest has confirmed brand partners Wahaca and Jose Cuervo. Venues hosting events for the festival include Richmix, the BFI, the Royal Academy, the Victoria & Albert Museum and Canary Wharf.
Founder Van Belle said: ‘The second edition of LondonMexFest promises an explosion of contemporary Mexican culture by showcasing some of the country's most successful creative exports. By teaming up with PrettyGreen we are sure we can not only produce a quality cultural festival, but also through constructive communication, strive to change the negative perception of Mexico.’