Case Study

Mexico Tourism Board

Mexico is one of the most interesting destinations in the world. We needed to let the UK know.

Our role was to develop a strategy that unified all the media budgets from the Central Tourist Board as well as the regions including Cancun, Oaxaca, Mexico City, Campeche, Yucatan and Jalisco.

Contacting the right people for support

TAP then approached its key tour operator and airline partners in order to get its buy in and additional financial support. 

The new creative had to reflect the brand values of all stakeholders and the key messaging of the Mexico Tourist Board.    

Media Planning - Mexico Tourism Board

Designing a strategy for all mediums

Several campaign concepts were evolved as well as a diverse media plan incorporating Prime outdoor sites, TV, targeted online and quality national press.

Media Planning - Mexico Tourism Board

How things changed for the better

In 3 years the UK became the biggest market in Europe, overtaking the largest market - Spain.

In that time airline routes were opened up outside of the large tour operators with British Airways and Virgin Atlantic - greatly increasing seat capacity. 

Media Planning - Mexico Tourism Board

Being tactical

As well as planned campaigns, we bought tactically often securing prime media space at a fraction of rate card cost. This enabled us to generate greater exposure impacting on brand awareness as well as securing media that aligned with brand values.

Media Planning - Mexico Tourism Board


"Mexico Tourism Board worked with TAP for all our media and creative requirements for UK, Ireland and Scandinavia. We have been delighted with the strong creative concepts which work effectively over a broad spectrum of media. The planning and buying also showed real creativity and flexibility. In addition, as well as communicating a strong image of Mexico, the creative works to accurately portray the rich diversity of Mexico's many regions. The whole team are always ready to help and will find a solution with the media owners for any problem and hit even the tightest deadlines.”

Lupita Ayala - Deputy Director, Mexico Tourism Board