The Mexican Tourism Board’s campaign slogan seems a backhanded compliment to Mexico. IT seems to be saying you probably don’t expect much of Mexico, but it’s not that bad.
Funny thing is though, the campaign seems to be working. A huge display highlighting the slogan has been installed at the Miami International Airport. Mexico Premiere has the story:
“A large amount of travelers have visited the display at the airport in Miami and have expressed an enormous amount of interest in the information being provided on Mexico”, said Teresa Villareal, Director of the Mexico Tourism Board in Miami.
The Colonial style displays have been installed near gates F and G in the airport which have the highest traffic and are neighbors to airline counters with the highest impact such as: Continental, Air Canada and others. The display located in walkway G is also the entrance of the airport’s new terminal, inaugurated less than two months ago.
With its great colors and a style that reflects a traditional Mexican estate, the displays include a 42 inch plasma screen TV playing beautiful images of Mexico and are operated by friendly models who are ready to provide visitors with information. Booth guests are also receiving giveaways such as pens, caps, postcards, luggage tags and coloring books with crayons, which have been very popular among parents with traveling children and motivate them to request additional information on Mexico.
Selecting Miami International Airport was without a doubt, a huge part of the success of the operation, since the airport carries about 3 million travelers on a monthly basis, a figure that has increased 11.6 % in the past year.
Certainly, this campaign will contribute in the positioning of Mexico in the United States, targeting a key audience of high purchasing power, during the adequate high season and to establish a strong presence of Mexico that passengers will surely remember.