Travel to Mexico is expected to grow again this year
Mexico Tourism Board chief marketing officer Gerardo Llanes has deemed the Mexico Taxicab Project a resounding success, with the campaign not only spurring tourism growth to the country but also challenging misconceptions about travel to Mexico.
Phase I of the $30 million campaign, which featured the unscripted testimonies of travelers from Houston, Chicago, LA, New York and Toronto returning home from vacations in Mexico, was rolled out in September last year.
Phase II was launched last month and features the recommendations of travelers from San Francisco and Vancouver.
Since the launch of Phase I in late 2011, tourism figures rose 6.1 per cent (September to December year on year compared to 2010), and December 2011 alone reflected an increase of 13 per cent year on year, Mr Llanes told e-Travel Blackboard.
We considered the project to be such a success that we put an additional $5 million towards the development of Phase II.
Mr Llanes puts the success of the campaign down to the fact that it is Americans talking to Americans, Canadians talking to Canadians, completely honest and unscripted.
Hearing from real people is much more powerful than from an institution, he remarked.
As well as challenging the preconceived notions about travel to Mexico, Mr Llanes said the campaign succeeded in opening peoples eyes to an incredible destination.
The fact is that 98% of visitors who have traveled to Mexico would go back, he said.
The stars of these ads are not paid actors, but travelers who a day before were lounging on Mexicos beaches, savoring the gastronomy, sightseeing in colonial cities, and exploring archaeological wonders.
Last year, Mexico welcomed a record 22.7 million visitors, and numbers are expected to rise again in 2012.
Source = e-Travel Blackboard: M.H