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Mexico Lets Tourists Talk

There has been a trend lately of tourism organizations launching campaigns featuring real people talking about their experiences. Mexico, doing likewise to change perceptions about conditions that tourists find there, has a new raft of commercials for the Mexico Tourism Board with a "Taxicab Confessions" theme. The $30 million campaign, set to run in major cities, also includes online and print advertising.

In the "Mexico Taxi Project" commercials, tourists returning from Mexico chat about their trips with drivers from car services who are taking them home. The drivers were, of course, part of the campaign, as were the town cars equipped with hidden cameras that filmed the rides from airports in markets like Chicago, Los Angeles and Philadelphia.

The “Mexico Taxi Project” effort includes mexicotaxiproject.com, where both the commercials and what is described as the unedited film from which the commercials are being created are housed. The campaign idea came from the Mexico City office of Publicis Worldwide, part of the Publicis Groupe, and is its first work for the tourism board.

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Read the whole story at The New York Times »

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