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Advertising Age Article Abstract

Mexico Leans on PR to Lure Back Tourists

Newly Minted CMO Gerardo Llanes Combats Negative Press, Consumer Perceptions

Published: June 27, 2011

Mexico is undoubtedly a challenged brand, as drug cartels, violence, murder and kidnappings have grabbed headlines in the U.S. So the country's tourism board is making a major shift in marketing investment to favor PR and digital, as well as an attempt to make people feel better about traveling to Mexico. ...

Full Article Word count: 833

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