Mexican Tourism Board Promo, Case study MEXICO TAXI PROJECT by Publicis Mexico

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MEXICO TAXI PROJECT

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Promo & PR, Case study
Market Mexico
Agency Publicis Mexico
Director Massimo Martinotti
Creative Director José Alfredo Alquicira
Producer Jesus Botello, Mariana Durán
Account Supervisor Gustavo Olaya
Released November 2011

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: MEXICO TOURISM BOARD
Product/Service: NORTH AMERICAN TOURISM
Agency: PUBLICIS MEXICO
Chief Creative Officer: Héctor Fernández (Publicis México)
Creative Director: Alfredo Alquicira (Publicis México)
Marketing Director: Gerardo Llanes (Cptm Mexico Tourism Board)
Account Grouper: Beatriz Bernal (Publicis México)
Account Director: Cesar Vargas (Publicis México)
Account Supervisor: Gustavo Olaya (Publicis México)
Producer: Jesus Botello (Publicis México)
Director: Massimo Martinotti (Red Magma Media)
Producer: Mariana Durán (Red Magma Media)
Content: Pablo Quijano (Cptm Mexico Tourism Board)
Planner: Ivan Santos (Publicis México)
Media placement: TV Campaign - 14 Spots - US And Canada Mainstream Media - November 24th 2011
Media placement: Out Of Home Campaign - LA, Houston, NY, Chicago, Washington, Montreal, Toronto, Vancouver. - November 24th 2011
Media placement: Mexicotaxiproject Website - Web - December 1st 2011
Media placement: Social Media Facebook - Web - December 1st 2011
Media placement: Visitmexico.com Website - Web - December 1st 2011
Media placement: Talk Show Mentions And Sketches - Jimmy Kimmel Show, Interviews - December 12th - 18th

Summary of the Campaign
Mexico has always been a great tourism destination, until recent times that global media has concentrated solely on the narco violence. How do you bring tourists to a country at war?

The usual "sandy beaches, beautiful places, great hospitality" approach was not going to do it anymore. Instead we had to redefine a way tourism advertising is done.

The Situation
Normal TV spots or print campaigns showcasing the beauties of Mexico as a tourism destination were lacking credibility, people said: "yeah right, what are THEY going to say?"

Nobody was going to believe us, so we had to make sure nobody from the tourism board or even the country spoke on our behalf.

The Goal
So we had to make Americans talk, from Americans to Americans, in their own country, uncompromised, the full truth.

The Strategy
Research told us that 97% of travelers who visited Mexico, spoke positively about their experience, but those recommendations stayed in their closest circles (friends, relatives, co-workers), so we had to amplify the conversations and feed the media and the social networks with positive info so testimonials were a no brainer.

As powerful as testimonials can be, they could lack credibility if our travelers were in Mexico or talking to a Mexican person, because you are always reluctant to speak your mind about somebody if you are in his house.

Instead we chose to use an undercover american actor posing as "cab driver" on North American soil, then we would have the absolut truth: Real people versus the media, Americans and Canadians attacking Mexico on TV became Americans and Canadians defending Mexico on TV, forums, comments, social networks and coffee conversations.

We had to spot the travellers in Mexican airports and then be ready to receive them at their home airports in major US and Canada cities where our limo rigged with several hidden cameras would pick them up. It was a logistic nightmare, but as the numbers show it was definitely worth it.

Execution
We set up a fleet of limos at major airports in US and Canada, with hidden cameras to get the full truth about their real tourist experiences in Mexico. Then we made this "confessions" into TV spots which drove people to our website, where once again they would find only real American people talking.

They would be able to connect each other via social media, ask questions and share stories, all without the intermission of the Mexico tourism board, we just gave them the platform. All along it was the people who made the campaign.

This unprecedented effort was made to counterattack the misinformation given by the media with true experiences and testimonials given by the most trusted source: the people.

Documented Results
1) The number of North American visitors grew despite an overall decline in their overseas travel as a whole.

2) We broke all previous records for visitors in a single year with 22.6 million international tourists.