by Lydia Gregory
Last updated: 4:45 PM ET, Tue September 26, 2017
If Mexico's new global campaign, "A World of Its Own," sounds a tad familiar, it's because the idea behind it began to take shape back in April during Mexico's Tianguis Turstico.
During his time onstage, guest speaker Taleb Rifai, Secretary General of the United Nation's World Tourism Organization (UNWTO), presented an earlier video of himself speaking at London's World Trade Market where he coined the phrase: "Mexico is a world of its own" And indeed it is.
Thus began the next chapter in Mexico's global tourism positioning and promotion, rightly focusing on the vibrant, multi-faceted experiences that keep visitors coming back to this vast country.
"A World of Its Own" highlights the sheer scale and diversity of its tourism offering, so well received by international tourists that the country has climbed from 15th (2012) to the 8th most visited country in the world according to the UNWTO.
"This new campaign is an invitation to immerse yourself in everything that is Mexico," stated Hector Flores Santana, Mexico Tourism Board's CEO.
"We feel the name says it all: Mexico is truly 'A World of Its Own.' We constantly hear visitors tell us that Mexico is unlike anything they have experienced," he continued. "They have shared their marvel that in just one day they can relax at one of the world's top beaches, stroll through colorful markets, hear the Maya language still spoken, visit a crystal blue water cenote hidden in the jungle and, finally, savor a mix of modern and ancient flavors at dinner."
Building upon Mexico's reputation as a mega-destination blessed with an astounding diversity and richness as well as millions of repeat visitors, the campaign seeks to switch travelers' conversation from "should I go to Mexico?" to "how far can I go?"
"A World of Its Own" will also showcase the oftentimes surreal and magical aspect of Mexico that has impacted so many artists, explorers and philosophers. No tradition illustrates this better than the Da de los Muertos (Day of the Dead) celebrations, when the living celebrate death and the dearly departed are welcomed back with brilliantly decorated altars drenched in marigolds, drink, food and, of course, music.
The multi-faceted global campaign will begin immediately. First phases include a refresh of the visitmexico.com website, digital and social media programs, and public relations efforts. Advertising, promotions and events in partnership with the tourism industry, and Mexico's many destinations, will begin rolling out across global markets in October.
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A new digital platform will launch in December, allowing for interaction with the "World Of its Own" video, with 360-degree views of Mexico experiences and a Mexico bucket-list building tool for consumers. The campaign content and messages have also been designed to be customized by market, consumer segments and according to Mexico's tourism products including sun and beach, romance, adventure and nature, medical and wellness, LGBT, cruises, culture, high-impact events, luxury, sustainability and gastronomy.
The MTB's Chief Marketing Officer, Emmanuel Rey, added, "It's time for Mexico to connect with travelers on a more personal level, now more than ever. 'A World of Its Own' will both engage consumers by sharing the breadth of experiences Mexico has to offer and, more importantly, challenge travelers to live life to the fullest, awaken their drive to imagine and ensure travel is an important part of how they discover the world and themselves."
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