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:: Objective of the programs
Policy Adopted on Commercial Agreements
The strategy of cooperative publicity has allowed the various stakeholders in the tourism sector to take part, building on the initial investment to extend the reach and penetration of the promotional campaigns. Advertising and promotional resources have been consolidated with those of the commercial partners in the tourism industry who sell trips to Mexico, thereby strengthening the negotiation leverage with media and travel intermediaries in the target markets.
The traditional scheme for participation is that for each peso contributed by the Mexico Tourism Board, the destination contributes one peso and the tour operator two or more.
Cooperative advertising has allowed the promotion of destinations and for differentiation among them. It has also produced improved results by incorporating "calls to action" and "hard sell".
:: Communications Strategy
The communications strategy in the cooperative programs has concentrated on the use of magazines as the basic medium, reinforced by measures in newspapers, movie theaters, billboards, radio, Internet, catalogs and guides. The result has been a high level of penetration and consumption among the middle, upper-middle and upper classes.
Augment investment in promotion with the participation of states, destinations and commercial partners.
Increase the level of investment and sales of Mexican tourism products and services through a communications strategy whose focus is on "calls to action" and the "hard sell."
:: Policy on Participation
The traditional scheme of participation is one in which for each peso that the Mexico Tourism Board contributes, the destination contributes another and the tour operator two or more.
Cooperative advertising permits the promotion of destinations and differentiation among them. It also produces concrete results by incorporating "calls to action" and "hard sell".
Creative criteria have been established for observance by commercial partners:
· Mexico as a unique destination (we do not share advertising space with the competition).
· Creative flexibility in "hard sell" advertising. The commercial partners know their markets well and the way in which they are likely to react.
· Conduct negotiations with direct partners (hotels, airlines, etc.)
· Support for destinations with special needs.
Advertising support based on destinations’ market participation in order to consolidate the country’s overall investment (destinations and Mexico Tourism Board), so putting forward a united front in order to obtain improved benefits and conditions through joint negotiation.
Develop and implement promotional efforts in terms of the budgets available for each of the destinations with the aim of achieving an efficient balance of activities.
Determine the commercial partners’ participation in investment as a function of the size and priority of the tourism markets that have a direct connection with the destinations.
Development of a criterion for advertising support based on the market participation of each destination, so allowing for the calculation of each commercial partner’s contribution to investment.
Define participation in accordance with the strategy for each product and each market.
Obtain from each tour operator the basic information on investment return (number of passengers, average value of package, destination sold and the most efficient promotional medium used) as a condition for participation in future Mexico Tourism Board cooperative programs.
Strategic support is expected to be offered, with resources from the cooperative campaign to tour operators who propose:
New charter or commercial flights (airlines or wholesalers).
New destinations and/or circuits, preferably in the Mexican interior, with an emphasis on colonial cities.
Support for destinations that the Tourism Ministry considers to be depressed. In these cases, the operation of bilateral cooperatives will be considered for the benefit of the destinations or products concerned.