Company: Mexico Tourism Board
Campaign: The Mexico Taxi Project
Agency Mix: Ogilvy (media outreach, social media); Publicis Groupe (ad, creative); MPG (media buying); Media Contacts (digital)
In-house team: Gerardo Llanes, CMO; Francia Santana, digital head; Yadira Lopez, PR coordinator; Ivan Martinez, international media director
Budget: About $2.5 million
In November 2011, the Mexico Tourism Board launched the "Mexico Taxi Project" to engage US consumers in an authentic and humorous way.
The ...