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 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?

Thank you for your attention We have cake for you