Institutional Campaign

 

:: Objectives of the campaign

 

• Development of straightforward implementations that is memorable and readily recalled.
• Motivation and encouragement of our audience to travel on weekends as a result of its identification with the personalities used in the campaign.
• Achievement of the maximum reach and penetration of the target groups within the shortest possible time.
• Promotion of market segments such as Sun and Sand, Colonial Cities, Archaeology and Bathing Resorts, by alluding to the great variety of options so close to their city of origin.
• Our target groups are: Men and Women aged 19 to 45 in socio-economic groups ABC and C+

 

:: Creative Rationale

 

You won’t find the emotion, fun and relaxation that you need on weekends if you are stuck at home or in the same old places that always surround you.

Get out and about, travel and you’ll find that Mexico has everything you need for relaxation, recreation and fun.

How long can you go on sitting on the sidelines, with the same old routine, and in the absence of new discoveries in life despite the need to set your sights on something new? How long can you go on with these boring weekends?

How come we can spend the whole week waiting for Friday, dreaming about being somewhere else, counting the days, then when the day finally dawns we spend it on the sofa, in the shopping mall or in bed?

 

 

 

 

 

 

 

 

 

 

 

 

Last update: Friday, 30 October, 2009 at 11:25 Hs.By  Cynthia Emiliano.