MEXICO

Mexico City  

Parter International was retained to develop a tourism investment promotion plan for Mexico City. The city’s government and its tourism authority had launched several initiatives to refurbish and develop two corridors in the city to make them attractive for residents, businesses and tourists. The 
government had already planned many improvements, such as benches, parks, street lighting, training of security forces, landscaping and transportation linkages between the visitor attractions. Mexico wanted to know how to reach potential investors in order to complete its tourism development goals. Our task was to develop a marketing plan to help the government attract tourism industry investments to the city. We devised a sales strategy, developed selling messages, recommended sales materials, and formulated an investor development program composed of trade shows, telemarketing, prospecting, multiplier strategy, seminars and missions, an aftercare program, media relations and advertising. 
Developed a strategic plan for the Mexico City Tourism Authority to attract hospitality industry businesses to Mexico City. We also made recommendations concerning the physical characteristics of the primary visitor domain and tourism crisis management planning, and we designed a press trip for business journalists.           

Mexico Work of Art     

President Salinas embarked on a mission to change Mexico’s economy and generate foreign investment. Tourism revenues, 
from travelers as well as from investment sources, especially from the United States, was a key factor for Mexico’s growth. Known as a cheap vacation spot, Mexico needed an image change that capitalized on the cultural richness of this enormous country. We positioned the entire country as a Work of Art and, working with president’s office, coordinated and communicated hundreds of simultaneous events in key gateway cities in the U.S.: New York, Los Angeles, and San Antonio. Through print and television advertising, public relations, fact-finding missions, and presentations to VIPs and travel agents, we succeeded in elevating Mexico to a new level of economic strength and cultural respect. The localities benefited as well. In New York, for example, on-going establishments reported a 15-55% increase in traffic during the month-long celebration.    

Mexico Ministry of Tourism 

Arranged press conference in Washington for the newly-appointed minister of tourism to announce his
plans to rejuvenate US tourism to Mexico. Over 40 journalists attended the morning session, resulting in massive nationwide publicity. 

Other Clients 

     Mexico City Tourism Authority            
     Mexico FONATUR (Tourism Investment Trust)       
     Mexico's SECTUR