The Mexico Tourism Board Launches New Advertising Campaign "Live It to Believe It"

This September, the Mexico Tourism Board launched a new marketing campaign entitled “Live It to Believe It” and CIIC was on-hand for the launch party in New York City at the American Museum of Natural History. The CIIC team was represented by Account Manager Rose Capasso, Account Executive, Alyssa DiPalma and Assistant Account Executive, Paola Cuevas in support of all of our Mexico clients.


“Live It to Believe it” is a $36 million investment that will highlight different destinations of Mexico through the eyes of the traveler. The campaign will be rolled out from the end of 2013 through 2014, with a combination of TV and print ads, PR and digital media. The first two destinations to be featured are Vallarta-Nayarit and Mexico City with the following TV spots.

Rodolfo Lopez Negrete, CEO of the Mexico Tourism Board, kicked off the evening with a presentation with music videos from high-profile musicians such as Flo Rider and Jennifer Lopez with Winsin y Yandel, both of whom had shot their videos on location in Acapulco the previous year.


Following the effects of Tropical Storm Manuel, Mr. Lopze Negrete also announced that the Mexico Tourism Board was fully supporting the destination of Acapulco and other destinations effected by the storm with the launch of a new promotional campaign to bring tourism back to the region. He then launched into a detailed presentation on the new “Live It to Believe It” campaign and the growth of tourism in Mexico over the past year.

Following the presentation, the evening continued with featured ballet performances, classical music performed by a live string, cocktails and four dining stations that featured authentic Mexican cuisine from different regions of the country. CIIC was honored to be present at the launch of this exciting new campaign and looks forward to seeing how it moves forward into 2014. photo