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www.nytimes.com/1990/11/07/business/media-business-advertising-mexico-features-its-culture-new-tourism-campaign.htmlTHE MEDIA BUSINESS: ADVERTISING; Mexico Features Its Culture In New Tourism Campaign
The New York Times archives
By Kim Foltz
Published: November 7, 1990
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MEXICO is trying to change its image, and to do so has enlisted the singer Linda Ronstadt in a campaign for the Ministry of Tourism estimated to cost $10 million.
In an effort to attract more sophisticated travelers, Mexico is turning its focus away from beach resorts like Cancun and instead is trying to appeal to visitors seeking the kind of cultural experience to be found in Europe or the Middle East.
"Mexico's cultural richness has been one of its best-kept secrets," said Harvey Hoffenberg, the vice chairman and executive creative director of Saatchi & Saatchi Advertising, the agency that created the campaign. "We wanted to show people Mexico was more than just beaches. We wanted to tell people that they can get intellectual stimulation in Mexico."
Mexico changed its marketing strategy in part because it is facing increasing competition for American tourists from other popular destinations, like the Caribbean and Hawaii. "The commercials really differentiate Mexico from one-dimensional resorts," said Carlos Camacho, the Mexican Under Secretary of Tourism. Tourism, which generates about $3 billion annually, is the country's second-biggest revenue producer, behind the oil industry.
Mexico is also hoping that higher air fares caused by the crisis in the Middle East will encourage more travel to nearby Mexico by Americans looking for less expensive vacations, said Jim Hunter, an executive vice president at Saatchi.
The concept of Mexico as a cultural oasis is getting an added lift from a separate campaign promoting Mexican art created by Grey Advertising for the Mexican Government. Called "Mexico: A Work of Art," the campaign features television commercials and print ads that spotlight Mexican artists, architects and writers that are part of a four-month celebration in New York City of the cultural heritage of Mexico. The exhibition will travel to Los Angeles and San Antonio next year.
Saatchi & Saatchi chose Ms. Ronstadt, who is of Mexican heritage, as its spokeswoman because "she embodies the country's romance," Mr. Hoffenberg said. In the past, she has produced records and shows that feature Mexican music.
In the commercials, Ms. Ronstadt is shown as she sings about Mexico and how vistors will discover that the "magic never leaves you." While she sings, the spots show scenes from Mexican attractions like ancient ruins, huge cathedrals and charming villages.
When she was first approached about doing the commercials, Ms. Ronstadt was hesitant because she was concerned about how she would be portrayed, Mr. Hoffenberg said. She was also worried that she would be asked to sing a song that was not up to her standards.
But it was the song -- with lyrics by Doug Pippin and John Sullivan, associate creative directors at Saatchi -- that in large part convinced her to do the campaign. The untitled song, which has a haunting melody and no strong sales pitch, is reminiscent of other songs about Mexico that Ms. Ronstadt has recorded.
Ms. Ronstadt and the agency were so pleased with the song that they have produced a longer version that has been sent to radio stations. Mr. Hunter said that some independent radio stations had expressed interest in playing the song.
Photos: Mexican culture and history are stressed in two new advertising campaigns. Saatchi & Saatchi emphasizes the richness of Mexico's history in its ads, like the one at left, for the Ministry of Tourism. (Saatchi & Saatchi); Grey Advertising features Mexican arts and letters in a campaign to publicize a traveling United States exhibition of Mexico's cultural heritage. (Grey Advertising)
