Burson to help lure US and Canadian tourists to Mexico

MIAMI: The Mexico Tourism Board (MTB) has selected the Miami office of Burson-Marsteller to handle a multimillion-dollar account aimed at promoting the country to foreign travelers.

MIAMI: The Mexico Tourism Board (MTB) has selected the Miami office of Burson-Marsteller to handle a multimillion-dollar account aimed at promoting the country to foreign travelers.

Burson won the business after a competitive RFP process. The account, which will be billed in pesos, is valued at between about $1.4 million and $2.79 million for the first year, and

$1.9 million and $2.79 million for the second year, at current exchange rates. The campaign will last for 32 months, and tourism revenues in part will determine the payout.

Burson is charged with handling media relations, industry relations, events, promotions, and crisis prevention and management for both the US and Canadian markets.

To aid those areas, Burson plans on placing a full-time liaison in eight key offices of the MTB throughout North America, including Houston, Los Angeles, and Vancouver. Burson will also have two staffers in the MTB offices in Mexico.

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