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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 Relations Greg Johnson Hannah Corbett Cynthia Hopkins. Mainstream Media. Drug cartels Border territories
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SETTING THE SCENE • Imagine you’re on a beach… • Where are you? • Howmany of you are in Mexico? • Are there any reasons you might not have chosen Mexico?
Ogilvy & Mather Public Relations Greg 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?