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September 27, 2013updated Oct 08, 2013

Mexico Tourism Board Launches ‘Live It to Believe It’ Ad Campaign

By Chris Boyle

live it to believe it_The Mexico Tourism Board presented its new North American campaign ‘Live It to Believe It’ at the American Museum of Natural History in New York this week.

‘Live It to Believe It’ takes destination advertising to another level through visual imagery. The campaign powerfully showcases Mexico’s wide diversity, culture, nature, flavors, history, innovation and state-of-the-art destinations. The campaign is aspirational and elegant, meant to evoke memories through visitors experiences.

Slated to air this month nationwide, the first ad combines Vallarta and Nayarit as one. Showcasing their respective assets, they create a grand destination that has it all. In addition, the Mexico City ad features an exciting cosmopolitan, vibrant and modern city, with a strong sense of history.

Other destinations such as Yucatan, Los Cabos and Cancun-Riviera Maya will also be integrated into the first phase of the campaign.

With an initial investment of $36 million, the campaign incorporates all media platforms including public relations, with a strong emphasis on digital channels.

The event hosted more than 400 guests including travel agents, industry associations, hotel chains, tour operators and special guests, including Mexico’s Secretary of Foreign Affairs, José Antonio Meade; Mexico’s Ambassador to the US., Eduardo Medina Mora, and Mexico’s Undersecretary for North America.

Sergio Alcocer, the Consul General of Mexico in New York, Sandra Fuentes-Beraín and Rodolfo López Negrete, CEO of the Mexico Tourism Board, also attended among others.

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