Mexico marks $90m for new ad campaign

Mexico has launched a $90 million campaign to revive its tourism industry.

The nation is trying to give a boost to its tourism industry, which has suffered as a result of the A-H1N1 swine flu outbreak. 

The national campaign is called “Vive Mexico”, and the goal is to enlist Mexicans in revitalising the tourism industry and counteracting the negative publicity from the epidemic. 

International stars, including Spanish tenor Placido Domingo, Mexican film actor Diego Luna and soccer player Rafael Marquez, from FC Barcelona, are featuring in adverts for the campaign launched by President Felipe Calderon. 

Calderon said the new campaign involved an unprecedented investment in the country’s tourism industry. 

“It’s more than a promotional campaign, it’s a national movement which requires the participation of all Mexicans, especially those who are most well-known,” Calderon said. 

Tour companies would launch a wide range of promotions to lure back tourists from alternative destinations, Calderon added. 

Advertising will be handled by the Mexico Tourism Board’s international creative agency, Publicis Groupe’s Olabuenaga Chemistri in Mexico City.  

A spokeswoman for the Mexico Tourism Board reportedly said different international ad campaigns will be created later.