With a film production cost of $600 thousand and an advertisement campaign for this 2011 of $4 millions, the Authority of Tourism (ATP), started its campaign focused on the international market with a slogan that says: “We bring the world together”.
Salomon Shamah, minister of Tourism, ensure that in this project, which was awarded to BB&M, creativity was the main tool, due to the fact that the normal cost for this type of project is commonly around $1 million dollars.
Shamah said that for 2012, the budget will be between $6 and $8 millions, in order to compete with other locations that invest more money in this type of activities like: Colombia that allocates $26 millions for this matter; Costa Rica with $20 millions and Argentina: $40 millions.
The advertisement strategy has five different commercial versions for TV in English and Spanish, which will be advertised in the United States, Latin America and Europe in global media networks like Discovery Channel, British Broadcasting Company (BBC), Eurosport, ESPN and CNN.
The graphic campaign will be advertised in the following media: Diario Reforma in Mexico, El Universal in Argentina and National Geographic among them. It will also include internet presence in Travel & Leisure, Orbitz and Travelocity, as well as in several social network sites like Facebook, Twitter and Youtube.
Jaime Campuzano, president of the National Council of Tourism, declared to feel satisfied by the result of this campaign.
Detailed that based on the product’s quality, it will be used to promote our country in the different international festivals, in order to get the attention of the target countries.