Ogilvy expands Mexican tourism work

NEW YORK: The Mexican state of Sinaloa has selected Ogilvy PR Worldwide as its AOR. The state awarded Ogilvy the contract after the agency established a relationship with the Mexico Tourism Board.

NEW YORK: The Mexican state of Sinaloa has selected Ogilvy PR Worldwide as its AOR.

The state awarded Ogilvy the contract after the agency established a relationship with the Mexico Tourism Board. The firm launched the Mexico Taxi Project campaign late last year.

Ogilvy has worked with the Mexican government for the past 18 months. In 2011, 22.7 million consumers visited Mexico, breaking the previous record set in 2008, according to Ogilvy.  

Oralia Rice, Sinaloa's secretary of tourism, said in a statement that Ogilvy is “helping to shift perceptions and balance the media conversation” in its work for the country. “Their prowess in government communications was a deciding factor for us, and we look forward to drawing on their expertise here in Mazatlan [the capital of Sinaloa],” she said.

“People don't know much about Mazatlan, and they wanted to get their story out there,” said Jennifer Risi, EVP and head of Ogilvy's Media Influence group.

The firm will provide media relations services, helping to get the state's voice out at key events like the Seatrade Cruise Shipping Convention this month in Miami. The agency will also focus on expanding Sinaloa's digital presence and creating video testimonials from visitors and residents, said Risi.

“A lot of people love Mazatlan, and we're trying to create a community online where they can go and talk to one another,” she said.

However, much of Sinaloa's digital presence is only in Spanish, which Ogilvy hopes to change.

“We believe that if you want to promote a destination, you have to speak in Spanish and English,” Risi said, adding that is especially important because much of the agency's work will target US and Canadian citizens.

A formal campaign featuring tourism establishments in the state is in the early planning stages, but the firm's current goal is to raise Sinaloa's profile through media relations, she added. Risi declined to release a budget for the work, but said Ogilvy may expand its working relationships in the country, as another state has asked the firm to present a plan.

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