Destinations

How Mexico rebranded itself beyond beaches and bullets

Excerpt from Fast Company

Jul 11, 2012 4:26 am

Skift Take

Can BrandUSA learn some lessons from it? Meaning tackling issues head on that prevent tourists from considering USA as their destination and talking about it?

— Rafat Ali

Latest Report: The Future of the Aircraft Cabin

The first obstacle to turning around Mexico’s brand relative to tourism was facing up to the problem caused by the negative publicity about drug violence…The other was the limited view of what vacationing in Mexico meant to American consumers.

To succeed, it came up with the slogan, “Mexico: the place you thought you knew.” The message provided the opportunity to talk about all that Mexico had to offer, put the violence issue in context, and also be tailorable to the press, travel partners and consumers.

Read the Complete Story →

Tags: ,

Next Up

More on Skift

Majority of Americans Are Against Using Knee Defenders on Airline Flights
5 New Travel Startups Facilitate Smarter, More Enjoyable Travel
Interview: Expedia’s CEO on the Transformation of Travel Booking
3 Ways to Guarantee Your Next Business Trip Won’t Be All Work and No Play