Mexico plans drive to lure back tourists

Mexico is planning a major PR campaign to lure travellers back to the country following the global outbreak of swine flu.

Mexico: plans to get back on tourists' lists
Mexico: plans to get back on tourists' lists

The Mexico Tourism Board is desperate to re-establish confidence in the country once media hysteria over swine flu has died down.

PR tactics under consideration include securing the endorsement of celebrities, such as artist Damien Hirst, to act as brand ambassadors.

Manuel Diaz Cebrian, Mexico Tourism Board director for Europe, said: ‘Damien Hirst is someone I would like to app­roach because he loves Mex­ico.’ Hirst is understood to own property in Mexico.

The PR campaign will also focus on the holidaymakers who chose to stay in Mexico after the virus broke out. ‘We need to remind people that Mexico is a fantastic place,’ said Cebrian.

After the swine flu outbreak last month, the tourism board decided to int­errupt all PR and advertising activity for four weeks.

‘Right now when you mention Mexico, the first thing you think of is the flu, not mariachi bands,’ said Cebrian. ‘We have to start from zero.’

In the next few weeks, the Tourism Board will soft-launch its PR campaign. This will include keeping journalists, especially the lifestyle press, informed through press briefings and events. After two months, Mexico will roll out a hard-hitting advertising, marketing and PR campaign.

Mango PR looks set to rem­ain the tourism board’s ret­ained agency. ‘We do not have the luxury of getting into the process of selecting new agencies,’ said Cebrian. ‘We have no time to lose.’

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.