Cenote in Yucatán, Mexico

The Mexico Tourism Board has initiated an ad campaign in the United States and Canada to inspire visitors from those countries to explore the great diversity within Mexico, the number one foreign destination for North American tourists.

The campaign’s slogan is “Mexico, The Place You Thought You Knew”, and seeks to awaken curiosity in travelers, showing not only the typical beach destinations, but also the natural beauty, cultural heritage and “chic” destinations.

The campaign is being run in print media and television (maybe they should take anote from companies like Volaris that use the internet as their main advertising medium). Investment in the campaign from the Tourism Board is higher than 30% of the ad budget in 2008.  Study showed that the best audience for the campaign is people from 35 to 65 years old, with annual income above $75,000.