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MEXICO
Presentation by:
Amanda Emerson, Michaela Thiel, Kate Marez,
and Alyssa Martinez
Areas Covered
•History of Mexico
•Cultural Issues
•Educational and Professional Issues
•Case Study
History
•Mexico’s history traces back to the Olmecs, Mexico’s
first known society, which can be traced back to
between 1200-900 BC
•They have had a wide range of people and
civilizations throughout their history, for example:
o
o
o
o
o
Olmecs
Mayans
Teotihuacán
Toltecs
Aztecs
History(cont.)
• Spain conquered the Aztecs in 1521
• Mexico officially achieved independence from Spain
in August 1821
• Mexico went through a 10-year civil war (beginning
in 1910) that stemmed from unbalanced distribution
of wealth and power.
• Distribution of wealth remains imbalanced.
Economy
• Population: 114.9 million
• GDP:1.8 Trillion
• 4.8% unemployment
• 55th freest economy in the World
Cultural Dimensions &
Taxonomies
• High uncertainty avoidance
• High masculinity
• High power distance
• Collectivistic
• Relationship oriented
• Polychronic
• Long term orientation
• Indulgent
The Role of Culture in
Public Relations
• Focus on what makes them happy
• Relationships are very important
• PR campaigns may play on emotional
appeal
An Organization Adapting
to the Culture
• Work in groups
• Set rules and regulations
• Polychronic
Case Study
Who:
Gerardo Llanes & Rodolo Lopez-Negrete from Mexican Tourism Board (MTB)
Secretary of Tourism Gloria Guevara
Jennifer Risi, Account Executive for Ogilvy PR
What:
-Rising episodes of violence widely publicized
-Three years ago these types of stories would have met with a typical governmental
response: silence
-At that stage, tourism, which accounts for almost one-tenth of Mexico’s gross domestic
product (GDP) was declining dramatically.
-In 2010, Mexico ranked 31st out of 50 countries on the Anholt-GfK Roper Nation Brands
Index.
-In 2012, The message was one that has been spread far and wide: Mexico remains safe
for tourists
Ogilvy PR
-Helping to define this approach was Ogilvy PR, which had
already been providing reputation counsel to the Mexican
government.
-Ogilvy won Mexico’s global tourism PR business at the
beginning of 2011
-Was run like a publicly-held, privately-owned company,
because there were benchmarks.
-Secretary Guevara wanted Mexico to be a top five tourist
destination by 2018.
How
-Counseled by Risi and her team at Ogilvy PR, Guevara and
Lopez-Negrete conducted over 700 interviews over the past 18
months, most of them centered on the US and Canada.
-The campaign, focused on three groups of stakeholders:
•The corporate world, including US and multinational companies
conducting business in Mexico’s economy.
•Celebrities, in recognition of their unique ability to propel word-ofmouth advocacy.
•Consumers and the all-important travel trade.
Difficulties
-An information gap of two years would not be remedied in a couple of
months.
-Many media required a considerable amount of education.
-The fact they (media) had no knowledge of Mexican geography.
-Negative news sells. Reset the dialogue. 23 million international tourists
cannot be wrong.
Other Strategies:
-The international media strategy was complemented by a domestic effort
overseen by Alberto Petrearse and Yadira Lopez, communications directors
at Sectur and MTB:
“Our main goal was to put into context the importance of tourism as an
economic activity, and create an interaction with the reporters,” says
Petrearse.
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Mexican Tourism Board
Efforts
-Launched a marketing campaign that
attempted to showcase a different side
of Mexico
-Tagline “the Mexico you thought you
knew.”
-Focused attention on areas such as
food, culture and adventure sports, in a
bid to expand a one-dimensional view of
the country.
-The diversification of its tourism base
was an important component
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PR & Results
-Significantly improved visitor numbers from countries such as Russia, Brazil, China and
Colombia.
-Campaign helped to pacify much of the consumer concern.
-The tone of coverage has changed, borne out by media analysis that shows much more
neutrality than negativity.
-The perception of public relations has also shifted.
-The country was being perceived one way when reality was another
-Needed to narrow the gap between perception and truth, and PR has been the most
important tool to achieve that.
-Sometimes people preach PR cannot be quantified or measured - but they have been
able to measure it
-Public relations, for example, now accounts for around $50m out of the $130m tourism
budget, up five-fold from 2010.
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