We heard recently that the Canadian Tourism Commission’s Mexico office earned a “Best tourism marketing campaign” award in Latin America from Hospitality Sales & Marketing Association International (HSMAI). The campaign (deployed in February 2007) included elements like internet banners, clickable ad words on Google and a CTC website where visitors could enter their name for a chance to win a trip to Canada. What may have gone unnoticed is just how significant a market Mexico is becoming for Canada.
Jorge Morfín is the CTC’s managing director in Mexico. “Canada is becoming a trendy destination,” he says. “There are reports of double‑digit increases every month in the number of passengers coming to Canada. Mexicans really appreciate the landscape, the friendliness and the people of Canada. Mexicans do not require a visa to enter Canada, and the country is perceived as friendlier towards Mexicans than other countries such as the US.”
Hence, Mexicans have been seeing a lot more “Sigue Explorando” (Keep Exploring) lately on billboards, fences and bus wraps. The CTC’s winning campaign in Mexico was inspired by a clever play on contrasts: “Canada: Hotter than you think; Canada: Cooler than you think”.
“Mexicans’ perception is that Canada is cool because of the snow," says Morfín. "We wanted to play with the ‘cool’ and ‘hot’ words to let them know that Canada is hot full of thrills with its indoor activities like shopping, the nightlife of Canadian cities and the fine dining; yet it is equally cool when it comes to activities like the soft adventures visitors can participate in north of the 49th parallel."
For Mexicans, culture, soft adventure, icons such as Niagara Falls or the CN tower and other Canadian icons – like the Canadian Rockies – are important, Morfín continues. Mexicans also enjoy major Canadian cities for the shopping opportunities they offer; they may not come to Canada specifically for shopping, but it is an activity they enjoy once they are here. "Canada is a good place to shop, and Mexicans, on average, spend more than Europeans when they come to Canada; we are good tourists to have over!” quips the CTC's man in Mexico.
Jorge Morfín is the CTC’s managing director in Mexico. “Canada is becoming a trendy destination,” he says. “There are reports of double‑digit increases every month in the number of passengers coming to Canada. Mexicans really appreciate the landscape, the friendliness and the people of Canada. Mexicans do not require a visa to enter Canada, and the country is perceived as friendlier towards Mexicans than other countries such as the US.”
Hence, Mexicans have been seeing a lot more “Sigue Explorando” (Keep Exploring) lately on billboards, fences and bus wraps. The CTC’s winning campaign in Mexico was inspired by a clever play on contrasts: “Canada: Hotter than you think; Canada: Cooler than you think”.
“Mexicans’ perception is that Canada is cool because of the snow," says Morfín. "We wanted to play with the ‘cool’ and ‘hot’ words to let them know that Canada is hot full of thrills with its indoor activities like shopping, the nightlife of Canadian cities and the fine dining; yet it is equally cool when it comes to activities like the soft adventures visitors can participate in north of the 49th parallel."
For Mexicans, culture, soft adventure, icons such as Niagara Falls or the CN tower and other Canadian icons – like the Canadian Rockies – are important, Morfín continues. Mexicans also enjoy major Canadian cities for the shopping opportunities they offer; they may not come to Canada specifically for shopping, but it is an activity they enjoy once they are here. "Canada is a good place to shop, and Mexicans, on average, spend more than Europeans when they come to Canada; we are good tourists to have over!” quips the CTC's man in Mexico.
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