PR Team: Mexico Tourism Board (Mexico City) and Fleishman-Hillard Miami/ Latin America (Miami)
Campaign: "Mexico, Closer than Ever"
Time Frame: 2002
Budget: $2 million
The September 11, 2001 terrorist attacks threatened to batter Mexico's $8 billion tourism industry. Of the 20 million visitors to the country each year, an overwhelming 90% of those travelers come from the US and Canada (17.5 million are Americans and 700,000 Canadians). These are two countries in which travelers are now much more likely to cocoon in their ...