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Presentation by: Amanda Emerson, Michaela Thiel, Kate Marez, and Alyssa Martinez

MEXICO. Presentation by: Amanda Emerson, Michaela Thiel, Kate Marez, and Alyssa Martinez. History of Mexico Cultural Issues Educational and Professional Issues Case Study. Areas Covered.

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Presentation by: Amanda Emerson, Michaela Thiel, Kate Marez, and Alyssa Martinez

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  1. MEXICO Presentation by: Amanda Emerson, Michaela Thiel, Kate Marez, and Alyssa Martinez

  2. History of Mexico Cultural Issues Educational and Professional Issues Case Study Areas Covered

  3. Mexico’s history traces back to the Olmecs, Mexico’s first known society, which can be traced back to between 1200-900 BC They have had a wide range of people and civilizations throughout their history, for example: Olmecs Mayans Teotihuacán Toltecs Aztecs History

  4. Spain conquered the Aztecs in 1521 Mexico officially achieved independence from Spain in August 1821 Mexico went through a 10-year civil war (beginning in 1910) that stemmed from unbalanced distribution of wealth and power. Distribution of wealth remains imbalanced. History(cont.)

  5. Population: 114.9 million GDP:1.8 Trillion 4.8% unemployment 55th freest economy in the World Economy

  6. Cultural Dimensions & Taxonomies • High uncertainty avoidance • High masculinity • High power distance • Collectivistic • Relationship oriented • Polychronic • Long term orientation • Indulgent

  7. The Role of Culture in Public Relations • Focus on what makes them happy • Relationships are very important • PR campaigns may play on emotional appeal

  8. An Organization Adapting to the Culture • Work in groups • Set rules and regulations • Polychronic

  9. Case Study • Who: • Gerardo Llanes & Rodolo Lopez-Negrete from Mexican Tourism Board (MTB) • Secretary of Tourism Gloria Guevara • Jennifer Risi, Account Executive for Ogilvy PR • What: • -Rising episodes of violence widely publicized • -Three years ago these types of stories would have met with a typical governmental response: silence • -At that stage, tourism, which accounts for almost one-tenth of Mexico’s gross domestic product (GDP) was declining dramatically. • -In 2010, Mexico ranked 31st out of 50 countries on the Anholt-GfK Roper Nation Brands Index.  • -In 2012, The message was one that has been spread far and wide: Mexico remains safe for tourists

  10. Ogilvy PR • -Helping to define this approach was Ogilvy PR, which had already been providing reputation counsel to the Mexican government. • -Ogilvy won Mexico’s global tourism PR business at the beginning of 2011 • -Was run like a publicly-held, privately-owned company, because there were benchmarks. • -Secretary Guevara wanted Mexico to be a top five tourist destination by 2018.

  11. How • -Counseled by Risi and her team at Ogilvy PR, Guevara and Lopez-Negrete conducted over 700 interviews over the past 18 months, most of them centered on the US and Canada.  • -The campaign, focused on three groups of stakeholders: • The corporate world, including US and multinational companies conducting business in Mexico’s economy. • Celebrities, in recognition of their unique ability to propel word-of-mouth advocacy. • Consumers and the all-important travel trade.

  12. Difficulties • -An information gap of two years would not be remedied in a couple of months. • -Many media required a considerable amount of education. • -The fact they (media) had no knowledge of Mexican geography. • -Negative news sells. Reset the dialogue. 23 million international tourists cannot be wrong. • Other Strategies: • -The international media strategy was complemented by a domestic effort overseen by Alberto Petrearse and Yadira Lopez, communications directors at Sectur and MTB: • “Our main goal was to put into context the importance of tourism as an economic activity, and create an interaction with the reporters,” says Petrearse. 12

  13. Mexican Tourism Board Efforts • -Launched a marketing campaign that attempted to showcase a different side of Mexico • -Tagline “the Mexico you thought you knew.” • -Focused attention on areas such as food, culture and adventure sports, in a bid to expand a one-dimensional view of the country. • -The diversification of its tourism base was an important component 13

  14. PR & Results • -Significantly improved visitor numbers from countries such as Russia, Brazil, China and Colombia. • -Campaign helped to pacify much of the consumer concern. • -The tone of coverage has changed, borne out by media analysis that shows much more neutrality than negativity. • -The perception of public relations has also shifted. • -The country was being perceived one way when reality was another • -Needed to narrow the gap between perception and truth, and PR has been the most important tool to achieve that. • -Sometimes people preach PR cannot be quantified or measured - but they have been able to measure it • -Public relations, for example, now accounts for around $50m out of the $130m tourism budget, up five-fold from 2010. 14

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