SETTING THE SCENE

• Imagine you’re on a beach…• Where are you?

• How many of you are in Mexico?• Are there any reasons you might not

have chosen Mexico?

Ogilvy & Mather Public RelationsGreg Johnson Hannah Corbett Cynthia Hopkins

Mainstream Media

• Drug cartels

• Border territories

• Cocaine and cannabis

• Executions and kidnappings

• $21 million budget

• Global powerhouse

• All-inclusive image repair

• Jennifer Risi

Results and Measurements

• Media tour

• Major cities

• Print

• Television

• Online

• Delivered key message

Increase in Tourism

• 3% total increase• 77% increase from Russia • 61% increase from Brazil• 38% increase from Venezuela• Also increased Japan and Korea• Increase in Tourism budget (10%)• Return of cruise lines• Foreign investments of $1.5 Billion

Lessons Learned

• Fight fire with fire

• Multi-faceted campaign

Success or Failure?

• Campaign was a success!• Met goals of increasing tourism and

media presence• 255 interviews• 2 billion impressions• Negative/Neutral opinion →

Neutral/Positive• Effectively made Mexico a

destination of choice

Wrap It Up

• Who would consider going to Mexico now?

• What changed your mind?

Thank you for your attentionWe have cake for you