Once a new advertising agency for Mexico is named, it will find it already has a slogan to work with. “Live it to believe it” will substitute “The place you thought you knew.” Tourism Minister Claudia Ruiz Massieu revealed it in Washington on a trip that also will take her to New York City and Toronto. One goal in the months ahead will be to promote areas that need promotion, such as Mexico City. Although statistics reveal it is one of the prime destinations in the country, most foreigners arrive on business trips or simply to change planes.
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Jimm Budd
Reporting From Mexico City
Member of the Society of American Travel Writers
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