|'Callejon,' from the new series of TV ads.|
The move is unusual but takes into account that two-thirds of U.S. Latinos are of Mexican origin. The ads depict Mexico as a place visitors not only can see cultural festivities but become part of them.
$845,000 TV buy
The Mexico Tourism Board is spending $845,000 on Spanish-language TV, with buys on Univision and Telemundo, using the tagline "Regresa a Mexico d la mejor manera: de vacaciones" ("Return to Mexico the best possible way: on vacation").
Americans account for 70% of the 20 million annual visitors who earn Mexico about $11 billion a year from tourism.
Print ads will run in Time Warner's People en Espanol. Three of the five spots were directed by Alejandro Gonzalez Inarritu, director of some of Mexico's best-known films including Amores Perros, and a friend of the tourism board's chairman, Francisco Ortiz.
English-language print ads
The English-language spots, by WPP Group's Young & Rubicam, Mexico City, are cleverly aimed at various demographics and carry the tagline "Beyond your expectations." In different commercials, an American woman is invited to join a family wedding, a golfer asks the caddy who found a lucky ball lost on the golfer's last trip to play a round, and a group of older women are charmed by a kindly local guide.
In one spot, an executive back in his U.S. office gets a music-filled call from his new friends in Mexico that causes him to halt the day's frantic business activities and book a trip back to Mexico.