Mexico Tourism Board’s ‘The Taxicab Project’
The Mexico Tourism Board has launched a new advertising campaign designed to change perceptions of and drive tourism to Mexico. Simply entitled, “The Taxicab Project”, the campaign features unsuspecting tourists returning from vacation in Mexico giving unscripted and unadulterated testimonials as they are driven home from the airport.
The unscripted and unedited testimonials that form ‘The Taxicab Project’ have been designed to change the way Americans look at Mexico in the hope of driving further tourism growth from the United States.
According to Mexico Tourism Board chief marketing officer, Gerardo Llanes, the North American campaign “features the very people American consumers trust most … American consumers”.
“The people we interviewed were selected at random and provide refreshingly candid accounts of their recent trips to Mexico,” Mr Llanes said. “From the sea to their safety, these videos answer all of the questions Americans want to know.”
The campaign will commence with the distribution of promotional ‘Mexico Taxicab Project’ postcards, that when held up to a smartphone, reveal the initial ads.
Tourism Toronto’s New Holiday Season Campaign
To showcase the city’s holiday season events and happenings, Tourism Toronto has launched a marketing campaign that includes Facebook, partnerships with hotels and retailers, a charitable component and the installation of seven-foot snowmen in the city’s downtown.
Launched under the banner “Torontoland”, the campaign began earlier this month when 20 fibreglass snowmen were introduced to downtown streets. The snowmen serve as a connection to Torontoland’s online elements, including a microsite – SeeTorontoLand.com – and a Facebook page.
Consumers planning to visit Toronto can book a hotel package on the microsite and “like” Torontoland on Facebook in order to receive a Torontoland wristband by mail. When they go to the city, these visitors can use the wristband to receive 15% discounts at more than 50 attractions, retail outlets and restaurants.
Visitors are also encouraged to share their Toronto experiences with their Facebook friends and upload photos or videos of themselves with the Torontoland snowmen to the campaign’s Facebook page. Tourism Toronto will donate $2 to Starlight Children’s Foundation Canada for each photo and video upload.
In addition to the wristband, the mail package for consumers who engage with Torontoland online also features a map and information about events such as the Scotiabank-presented Cavalcade of Lights and the Santa Claus Parade. Andrew Weir, vice-president of communications for Tourism Toronto, said the objective of the campaign is to promote the city’s holiday season roster of events and attractions.
“December is actually the least busy month for hotels, and yet, when you look at what’s happening in the city, it’s one of the best times to be here,” said Weir. “We had to find a way to communicate this idea of the magic of the holidays in the city. “This also helps turn Toronto residents and visitors into ambassadors that are sharing their stories [online].”
Vancouver Gets Social Media Fans on the Streets
Tourism Vancouver and Vancouver Coast & Mountains Tourism Region have been inspired by one of America’s biggest marketing events in giving away a prize package that includes tickets to Sunday’s Grey Cup game for fans willing to do some legwork.
The contest is running in both Vancouver and Winnipeg. It’s part of a social media campaign called the Grey Cup Chase devised by Vancouver-based Think! Social Media. The concept is a reworking of an idea first used for the Super Bowl in Dallas earlier this year.
Fans must track down one of two “mystery men” wandering the streets of Winnipeg and Vancouver and give them a secret phrase that can only be found by clicking “like” on Tourism Vancouver’s Facebook page. Clues to their whereabouts are fed through a Twitter account at #GreyCupChase and via selected bloggers until somebody wins.
“An event like the Grey Cup is like a small version of the Olympics,” said Rodney Payne, co-founder and executive director at Think! “You’ve got a lot of passionate fans who are willing to do quite a lot for some tickets. We want to position the destination as a great place to come and travel to afterwards.”
It’s a bit of an experiment, said Candace Gibson, manager of consumer marketing for Tourism Vancouver. “We know that people are following events like the Grey Cup online and through social media more and more all the time, so this is just another way to reach a very interested audience.”
Gibson said the target group is 25-45 with a 60/40 male split. The objective is to create buzz through new Facebook fans, “likes,” adding Twitter followers and garnering a bit of traditional media attention.